Let’s Shape the Future. Working in partnership to reconstruct a resilient future for the visitor economy in Wales. Tenby, Pembrokeshire Version: March 2021 Contents. Delivering together 3 About this plan 11 Engaging the sector 4 8 essential themes 12 - 1. Supporting business. Introduction 5 - 2. Valuing people. - 3. Reopening safely. The importance of our sector to the new economy 6 - 4. Rebuilding consumer confidence. - 5. Stimulating and managing demand. A look back over the last year 7 - 6. Developing local visitor economies. - 7. Transforming the sector to be more resilient. The road to recovery 8 - 8. Developing tailored recovery plans. Insights: our sector 9 Measuring success 28 Insights: our visitors 10 Let’s Shape the Future. A shared plan for recovery. Elan Valley, Mid Wales 2 Delivering Together. Welsh Government. This Welsh Government is on the side of This plan is for all of us. Taking this plan forward. people in Wales. We are striving for a more Visit Wales is the team within Welsh To underpin governance and drive forward prosperous, equal and greener nation. Government that is responsible for the delivery of the outline interventions covered A more prosperous Wales means creating development and promotion of the visitor in this plan, it is recommended that a new task a thriving, socially-just economy, which economy in Wales. Our role is to support & finish group is established. It is proposed benefits everyone fairly and tackles the and enable partners to grow our sector for that this group oversees the development of causes of poverty. the future. an accompanying Action Plan that will act as a An equal Wales means delivering better public living document, providing more detail around While this plan has been produced by services, helping everyone who needs them, the interventions and addressing the ‘who’ Visit Wales, we are just one of a number of when they need them, where they need them. and ‘how’ these will be delivered. The Action partners with a part to play in delivering these Plan will be updated on an ongoing basis and A greener Wales means creating a truly goals. This plan is based on a framework will continue to evolve in line with the pace sustainable nation, where resources are of essential themes, around which short to of recovery of areas of the sector, and in the managed for the common good, and medium-term interventions will be developed context of scientific evidence and government protected for the future. It means harnessing to support the recovery of the sector. It sets advice. This proposed task & finish group will the power of Wales' natural environment and out clearly the priorities for reconstructing play an important role in ensuring frequent exploiting the potential of new technologies. a resilient future for tourism, hospitality and engagement and communication with key events businesses across Wales. We will use all of our devolved powers stakeholders around delivery of the plan: to make our nation flourish. And we will from Welsh Ministers and Welsh Government unleash the talents of everyone in Wales officials, to stakeholder partners, industry so that we thrive together. This government bodies, unions and businesses. will make decisions in the interests of all people, in all parts of Wales, for this and for future generations. Rydym yn adeiladu Cymru fel gwlad hyderus ac agored, gyda diwylliant cryf, dwyieithog a chroesawgar. We will use every day we have, and every lever we have, to make Wales a more equal, fair and just society. Let’s Shape the Future. A shared plan for recovery. 3 Engaging the sector. As part of Welsh Government and custodian In particular, the Tourism Taskforce and Although the visitor economy in Wales is a of the Cymru Wales nation brand, Visit Wales Hospitality Stakeholder Group, formed as wholly devolved area, VisitBritain and the works closely with other areas of its Culture, short life COVID-19 working groups to provide UK Government will play an important role Welcome Sport and Tourism group, and more broadly independent recommendations for Welsh in working with us to deliver this recovery to Wales: Priorities for the visitor economy across Welsh Government to help grow the Ministers, play an important role in ensuring plan. It will also be important for the visitor 2020 – 2025. visitor economy for the good of Wales. But open channels of communication between economy to remain high on the agenda of we also depend on tourism and hospitality Government and the industry. the new political administration. businesses, local authorities, trade bodies A number of other groups have also been This plan acts as a bridge towards our and other stakeholders to work with us to instrumental in shaping this plan, from the strategic plan for the future: ‘Welcome to grow this sector. Regional Tourism Fora, Event Wales Industry Wales: Priorities for the visitor economy Church Doors Cove, Pembrokeshire Version: January 2020 As such, we have not developed this plan Advisory Group, the Business Events, 2020-2025’. Although it was published in alone. It has been informed by wide-ranging Travel Trade Stakeholders, and Wedding February 2020, shortly before Wales went conversations with the industry. Throughout Stakeholder Group. into national lockdown, it still provides a Given the uncertain path to recovery for the pandemic, strong communication long-term sense of direction, setting out the industry, this plan will evolve. We must channels have been forged between Welsh priorities and actions that will become maintain on-going dialogue with our partners Government and stakeholders representing increasingly relevant as the tourism industry – and actively listen to our visitors and the sector – and more broadly, between bounces back. stakeholders. local governments, business networks and surrounding communities. Let’s Shape the Future. A shared plan for recovery. Hay Bluff, Mid Wales 4 Introduction. Croeso. Despite extensive Welsh Government and A careful balance and responsible tourism UK Government financial interventions, the will be core to this – working with local The visitor economy in Wales has been recovery of this sector is not going to be easy. communities and destination partners is severely affected by the COVID-19 Many businesses will be struggling; low on crucial as we look to rebuild the sector, pandemic. Our tourism, hospitality and cash, needing to restock, facing critical supply allowing locals and visitors to coexist and events businesses have faced extreme chain problems, reduced staff numbers and ensure the Welsh welcome is at the heart challenges from the start. Restrictions to stop low in confidence – but there is cause for of the visitor experience. the spread of coronavirus have meant that hope. This is our opportunity to tackle many of usually bustling hotels, wedding venues, the long-standing barriers to the industry such caravan parks, bars, cafes, restaurants, visitor as seasonality, staff shortages and skills. It is attractions, major events and business supply our ambition to help business owners, those chains that stretch from the mountains of employed in the sector and local communities Snowdonia to the sandy shorelines of the that rely on the visitor economy to flourish Gower Peninsula have suffered devastating once more. losses to custom and anticipated income. Let’s Shape the Future. A shared plan for recovery. Good Life Festival at Hawarden, Flintshire 5 The importance of our sector to the new economy. From outstanding areas of natural beauty Economy. Places and communities. Health and wellbeing. to vibrant cultures and a rich heritage, the 11.8% of the workforce in Wales is employed At the heart of rebuilding the industry are With the closure of non-essential businesses visitor economy in Wales is vital. It creates in tourism. Prior to the pandemic, it was one its people – and our sector will play an and stay-at-home restrictions imposed, many jobs and boosts local economies, providing of the country’s fastest growing industries. integral part in regenerating high streets and people in the tourism industry have been vital employment within tourism, hospitality Tourism benefits many rural Welsh-speaking communities across Wales. While our long- badly affected. There are increasing concerns and events sectors, and also across a range areas as the main driver of the economy and term strategy is to invest in strengthening about the stress and mental health toll of of other sectors and supply chains. It also source of employment. Tourism employs tourism communities and building integrated the pandemic on individuals working in this plays an important role in supporting local higher proportions of underrepresented place-making programmes in key tourism sector. Improving the wellbeing of everyone communities and improving the health groups such as Black, Asian and Minority locations in Wales, the support of local in Wales is the mission which drives our and wellbeing of visitors. Our industry Ethnic workers than average. residents through these challenging times is government’s approach to the economy. enriches lives – and influences how Wales essential. As Wales opens up, we must create By using the principles of the Wellbeing is perceived across the world. The new ‘Economic Recovery & a careful balance that is good for both local of Future Generations Act, we will work Reconstruction Mission’ focuses on an communities and our valued visitors from together to support the sector towards important route to Welsh economic recovery, across Britain and beyond. economic recovery. building on the foundations of ‘Prosperity for All: The Economic Action Plan’. Tourism has a significant role to play in supporting the delivery of these plans. Our industry will also play a key role in delivering the International Strategy for Wales. As global markets reopen, the sector has the chance to influence and project Wales’ reputation around the world as a country of beauty, vibrancy and resilience.