 Written By Zoë Hawkins MWT Chief Executive of Mid Wales Tourism (MWT Cymru)
Every now and then, I need to remind myself to stop and tell you what we have been doing on your behalf. I was reminded of that again this week when a local community group explained that they had not considered joining MWT Cymru because they have accommodation members in their group, and so assumed we might be a competitor. It was a useful, and slightly sobering, reminder that we are not always as good as we should be at explaining who we are and the breadth of the role we play across Mid Wales. MWT Cymru is not a local tourism association, and membership is about far more than a listing on a website. We are the regional DMO for Mid Wales with a much wider remit to represent, support and promote the visitor economy across Powys, Ceredigion and Meirionnydd. Our members include accommodation businesses and attractions, but also family farms, cafés, pubs, restaurants, activity providers, independent shops, local producers, caravan and camping parks, historic properties, towns, community groups, charities, not-for-profit organisations and event organisers, among many others. Much of our visible work includes managing the regional marketing channels which is much more than a business listing website, but a platform to promote Mid Wales as a must visit destination, we organise regional events such as the Mid Wales Tourism Conference and delivering practical support such as our AI workshops. However, a large part of my day-to-day role takes place much more quietly behind the scenes. It involves making sure the experiences and priorities of Mid Wales businesses and communities are heard in the places where decisions are being discussed and made. So I thought I was probably well overdue in sharing some of the representation work we have been carrying out over the past few months - I will apologise in advance, it's a long one!, but there is quite a lot to say and I think it is important to explain what we have been doing, why we do it, and why it matters to all of us. Making sure Mid Wales is in the room Over recent months, I have attended the Mid Wales Forum on your behalf, taken part in the Gwynedd and Eryri tourism group meeting on the visitor levy, met with the Bank of England and attended the Caravan and Camping Forum for Wales, to name just a few. We have also responded to consultations, worked with local authorities and partner organisations and written directly to ministers and officials to set out the concerns, experiences and priorities of businesses across our region. None of this is particularly glamorous, and much of it happens without being seen, but it is a vital part of our role. Each meeting gives us another opportunity to explain what is happening on the ground, raise the issues affecting members and make sure the realities of operating in rural Mid Wales are understood. That includes the visitor levy, the 182-day letting criteria, business taxation, skills, recruitment, rural transport and the cumulative pressure facing small businesses. It also means making sure the positive contribution of the visitor economy is recognised. We all understand how interconnected the visitor economy is. One booking can support far more than one business, with visitors also spending in local shops, cafés, restaurants, attractions, activity businesses, petrol stations and with local producers. What matters now is making sure our politicians understand that too. A fresh opportunity with a new government The arrival of a new Welsh Government gives us an important opportunity to reset relationships and begin new conversations. Our job is not to dwell on the past. It is to work constructively with the new government and give them the opportunity to work with us and the wider sector to achieve their ambitions for Wales. Many of those ambitions are also our ambitions. We want stronger rural communities, successful local businesses, thriving town centres, better opportunities for young people, good jobs and an economy that works across the whole of Wales. The visitor economy can help deliver all of that. Tourism supports farm diversification, creates first jobs, brings customers into rural towns, supports local supply chains and sustains businesses and services that residents value throughout the year. In many parts of Mid Wales, the resident population alone is not large enough to sustain everything our communities need. Visitor spending helps provide the additional footfall that keeps shops, cafés, pubs, attractions and other local services viable. Our role is to make that case clearly, build the right relationships and make sure the visitor economy is part of the conversation from the beginning. We have written to ministers and shared our paper, Helping to Deliver a More Productive Rural Wales, which sets out how the sector can contribute to wider priorities around productivity, employment, skills, farming, young people, town centres and resilient rural communities. We are not simply raising problems. We are putting forward practical ideas and showing how the sector can work with government to achieve better outcomes for rural Wales. Some welcome relief for Powys businesses We were pleased to see Powys County Council approve measures to remove the additional Council Tax premium from the backdated period for eligible self-catering properties transferred from Business Rates. We hope this provides some much-needed relief for the businesses that have faced significant uncertainty and unexpected retrospective bills. However, we know this does not resolve the wider issue. Genuine commercial tourism businesses continue to be affected by the 182-day letting criteria. These include long-established businesses, family farms, rural diversification projects, purpose-built accommodation and properties that are planning-restricted or cannot realistically be used as permanent homes. We continue to make the case for a fairer and more workable approach that clearly distinguishes genuine tourism businesses from domestic second homes. This is not simply about tax classification. It affects investment, employment, local suppliers, confidence and the future viability of some rural businesses. Please continue to share your experiences with us. The case studies and evidence members provide help us explain the real impact of policy and strengthen the position we can put forward. Supporting businesses in practical ways Alongside our representation work, we continue to help businesses with the practical challenges of running and promoting a tourism business. Our AI workshops have been overwhelmingly popular, and it has been fantastic to see so many businesses attending and making immediate changes to their websites, online listings and marketing. These workshops are not aimed at technology experts. They are practical sessions created specifically for tourism and hospitality businesses, showing how AI can save time, improve online visibility and make everyday marketing easier. I would encourage members to attend one of these sessions where possible. Where the advertised dates or locations do not work for you, please complete the waiting list form. This helps us understand where businesses would like us to go next and where there is enough demand to arrange further sessions. Thank you for supporting our conference Thank you again to everyone who attended our sold-out Mid Wales Tourism Conference and helped us celebrate 35 years of MWT Cymru. It was wonderful to bring more than 100 delegates together to share ideas, make connections and talk honestly about the pressures and opportunities facing the sector. There was a real sense of pride in Mid Wales, but also a determination to keep adapting, improving and working together. For anyone who was unable to attend, the speaker presentations are available at: www.midwalestourismconference.co.uk Duncan also continues to support members with press and PR opportunities, helping individual businesses and the wider region gain valuable coverage. Please keep sending us your news, awards, events, developments and stories. We can only help promote the opportunities we know about. Meeting members face to face We are planning a series of small, informal member meetings during the autumn. These will usually be for groups of around 15 members, giving everyone the opportunity to take part in the conversation, meet other businesses and organisations and speak directly to me and the team about what is happening in their area. They are also a useful way to make new connections, share ideas and explore ways of working together. We would be pleased to hear from any members interested in hosting one of these meetings. Hosting is a good opportunity to showcase your business, organisation or local area while bringing neighbouring members together. Please contact us directly if you would like to host. Looking ahead to a major year for Mid Wales Next year will bring some significant events to the region, including the Tour de France, the International Six Days Enduro and the National Eisteddfod near Machynlleth. These are not only opportunities for the towns and communities closest to the events. They have the potential to benefit businesses across the whole of Mid Wales. Accommodation near the main routes and venues will fill quickly, which means visitors will look further afield across Powys, Ceredigion and Meirionnydd. The opportunity is not only for accommodation providers. Visitors will also be looking for places to eat, things to do, local shops, attractions, activities and reasons to explore more of the region. We need to begin preparing now and make sure visitors can easily find the full range of businesses, communities and experiences Mid Wales has to offer. Over the coming months, we will continue working with members to make the most of these opportunities through our marketing activity, press and PR, Visit Mid Wales channels and practical business support. Please keep in touch There is a great deal happening, and there are some real opportunities ahead, but I am also very aware of the pressures many businesses and organisations continue to face. Our role is to represent you, support you and make sure Mid Wales and its visitor economy are heard and understood. I can only do that effectively when I know what is happening on the ground. Please keep in touch with me and the team. Whether you are facing a problem, seeing an opportunity or have something you think we should be raising, we want to hear from you. And while we may sometimes be a little too quiet about the work taking place behind the scenes, please be assured that it is always happening. Thank you, as always, for your continued support. I hope you have a busy and successful season ahead, and I look forward to seeing many of you at workshops, meetings and events across Mid Wales over the coming months. Zoë Hawkins Chief Executive MWT Cymru
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 By Zoe Hawkins - MWT Chief Executive Wales Tourism Week is always a big moment for our industry – a chance to spotlight the importance of tourism and to make sure rural voices are heard where it matters. This year, it’s fair to say we covered a lot of ground. And not just in miles. Raising urgent concerns – face to face We started the week at Dan-yr-Ogof, meeting with Ashford Price and representatives from Powys County Council to raise concerns around the proposed Tourism Levy. With Pembrokeshire now pulling support, we believe the economic case for this levy must be remodelled. As it stands, rural communities like ours face the highest costs – with little to gain. Once legislation is passed, consultation won’t undo the harm. We made it clear: this isn’t just a policy detail – it’s a threat to the businesses and communities we serve.  Looking at the bigger pictureOn Tuesday, I attended a Bank of England event to hear the latest economic forecasts. It was a sobering reminder of just how fragile our recovery still is – and how exposed rural, tourism-dependent areas remain. That was followed by an all-Wales session with Transport for Wales, where we pushed again for better investment in rural rail. The Cambrian and Heart of Wales lines are vital for our communities – not just for visitors. These routes connect people to work, education, healthcare and opportunity. Shaping real rural regenerationWe also met with Antur Cymru and Aberystwyth University to explore how regeneration can work in practice – not just in theory. For it to succeed, it has to reflect the realities of places like ours: seasonal businesses, long travel times, low-density populations, and a fiercely proud sense of place. Supporting specific sectorsAt the Caravan and Camping Forum for Wales, I joined discussions around the unique pressures facing holiday parks, campsites and touring businesses. Regulation, infrastructure, licensing – these are issues that affect day-to-day operations and long-term sustainability. Our message was simple: we need policy that works for the full range of tourism businesses in Wales – not just the ones with the loudest voices or city postcodes. Speaking up at the SeneddOn Wednesday, I joined colleagues from across the sector at the Wales Tourism Week reception at the Senedd. It’s always an important opportunity to meet with MSs and reaffirm just how vital our industry is – especially in regions like Mid Wales. The visitor economy here supports jobs, services, and livelihoods – and it needs support that reflects that role. Why this work mattersEverything we’ve done this week has one goal: making sure the voices of rural tourism businesses are heard, respected, and acted on. That means being in the room, asking the hard questions, and keeping the pressure on.
MWT Cymru is a not-for-profit – independent, and member-led. We don’t do this for headlines. We do it because it matters. If you're part of our network – thank you. Your support helps us show up, speak out, and stand our ground. If you’re not yet a member and you run a tourism business in Mid Wales – we’d love to welcome you. We’re stronger together. By Zoe Hawkins - MWT Chief Executive  As Chief Executive of MWT Cymru, I want to update our members on the work we have been doing to represent your views on the proposed Tourism Levy. This legislation, set to be debated and voted on in the Senedd in the coming months, would, if passed, be introduced in 2027. The levy proposes a flat rate of £1.25 per person per night for overnight stays in serviced accommodation and £0.75 per person per night for visitors staying in campsites and hostels. MWT Cymru submitted a consultation response on 10th January 2025 and provided evidence to the Senedd Finance Committee on 5th February 2025. A full video of the committee session is available here We have also been actively engaging with Members of the Senedd (MSs) to express serious concerns about the impact this levy will have, not just on businesses, but on the wider economy of Mid Wales.
Key Concerns Weak Economic Justification There are significant doubts over the economic case for the levy. While additional revenue generation is the stated goal, there is a real risk that the cost of implementation—both for businesses and the public sector—could outweigh any financial benefit. Moreover, the potential knock-on effects on local supply chains, employment, and overall economic activity in the tourism sector have not been fully assessed. The Welsh Government's research indicates that the levy is expected to generate approximately £33 million for the Welsh economy. However, this figure is based on the assumption that all 22 local authorities implement the levy. The cost of establishing, enforcing, and managing the levy involves two sets of administrative expenses—one at the local authority level and another through the Wales Revenue Agency, which is responsible for collecting the levy. These administrative costs could significantly reduce any net financial benefit, raising further concerns about the feasibility and effectiveness of the levy - not to mention the economic loss. Lack of a Level Playing Field One of the most pressing concerns is the absence of a statutory registration system for all tourism accommodation providers in Wales. Without such a system in place, it is impossible to accurately determine the number of businesses operating, particularly as many currently remain off the radar. This lack of transparency undermines fair competition and creates significant enforcement challenges. Furthermore, there is no clarity over who will be responsible for enforcing the levy for unregistered businesses. The Wales Revenue Agency (WRA) has not costed this enforcement and we don't believe the local authorities have either. This raises the question: who will ensure compliance? Without clear enforcement measures, there is a risk that only legitimate businesses will bear the burden while unregistered operators continue to operate unchecked, further skewing the playing field. For the levy to be implemented fairly, a robust registration and enforcement framework must first be established to ensure that all businesses are contributing equally, rather than penalising those who are already operating within the legal framework. Additional Burdens on Micro-Businesses Over 90% of tourism businesses in Mid Wales are micro-businesses, often run by families who already face significant administrative and financial pressures. Adding further bureaucracy and costs at a time when businesses are grappling with rising costs, increased national insurance costs, and broader economic uncertainties is deeply concerning. Lack of Investment to Offset Projected Visitor Decline The Welsh Government has acknowledged that this levy could lead to a 2-10% reduction in visitor numbers, yet there is no clear commitment to reinvest revenue into areas that will be most affected, such as Mid Wales. This means businesses will bear the cost of lost visitors without any guarantees of additional support or infrastructure investment to mitigate the impact. Unfair Financial Burden on Certain Businesses The proposed levy structure disproportionately affects budget-conscious travellers, such as those using campsites and hostels. Visitors staying in a tent or a bunkhouse in Mid Wales will pay a significantly higher percentage of their accommodation cost in levy than those staying in high-end hotels in Cardiff or Swansea. This is neither fair nor sustainable for businesses in rural areas where tourism is vital to local economies. Misguided Comparisons to Other Destinations Throughout discussions, comparisons have been made to destinations like Catalonia, which has a well-established tourism tax. However, this comparison fails to recognise that Catalonia benefits from four international airports, a high-speed rail network, and 20 million international visitors annually. Wales, by contrast, welcomes 800,000 international visitors a year and lacks comparable transport infrastructure. Mid Wales, in particular, has long suffered from underinvestment in connectivity and infrastructure, making the region especially vulnerable to any policies that discourage domestic or international visitors. Any decisions made on a national scale must consider the whole of Wales, not just the major cities. Wales Taxing Children? A key issue that has not been adequately addressed is that the levy applies to all visitors, including children. This raises reputational concerns. Is this truly the message we want to send about Welsh hospitality? MWT Cymru: Representing Your Voice MWT Cymru is dedicated to ensuring that tourism businesses across Mid Wales are properly represented. We have been actively engaging with policymakers, providing evidence to committees, and making sure your concerns are heard at every level. We extend our sincere thanks to all members who have contributed valuable insights—your input is essential in shaping our response. As a regional organisation, our mission is to protect and support the visitor economy in Mid Wales. We will continue to challenge policies that threaten our industry and advocate for solutions that benefit businesses and communities alike. If you would like to discuss the Tourism Levy or share your views, please get in touch. We are an independent organisation that receives no core funding. If you know of any businesses that would like to support the work we do, please encourage them to reach out. Our ability to represent our industry and protect our rural economy relies on the continued support of the business community. Thank you Zoe Hawkins Chief Executive, MWT Cymru [email protected] A full copy of MWT Cymru’s consultation report can be found here: Full Consultation Response  If you've visited VisitMidWales.co.uk recently, you may have noticed a friendly new addition in the bottom right corner of your screen--Gwen, our AI chatbot! She’s here to make it easier for visitors to find the information they need, whether they’re planning a holiday, looking for things to do, or searching for the perfect place to stay, eat, or explore.
But here’s the thing--Gwen is still in training, and she needs your help! Like any AI, Gwen learns by experience. The more she’s used, the better she becomes at understanding what visitors are looking for and how best to help them. Every question she’s asked refines her ability to give the right answers, recommend the right businesses, and make sure visitors have all the information they need to choose Mid Wales—and your business—as their next destination How Gwen Helps Visitors Choose Mid Wales Planning a holiday can be overwhelming, especially with so many options available. Visitors often have lots of questions before making a decision-- ❓ Where can I find the best family-friendly activities? ❓ Is there a pet-friendly place to stay near the coast? ❓ What are the best local food spots in Mid Wales? ❓ Are there any upcoming events during my visit? This is where Gwen comes in! She instantly searches through over 3,000 pages on VisitMidWales.co.uk to find the most relevant answers. Instead of visitors endlessly scrolling, Gwen can point them in the right direction—and that could be straight to your business! The easier it is for visitors to find what they need, the more likely they are to book a stay, reserve a table, buy a ticket, or plan an itinerary that includes your business. How Gwen Can Help Your Business' For businesses in Mid Wales—whether you run an accommodation, attraction, activity, event, place to eat, shop, or even promote a town or destination—Gwen is an extra tool helping connect visitors with what you offer. Here’s why that matters: ✅ She recommends businesses – If visitors search for something related to your business, Gwen can direct them to your listing. ✅ She keeps visitors engaged – AI chatbots encourage visitors to stay on the website longer, increasing the chance of them booking or enquiring. ✅ She helps us track visitor trends – We’ll soon be able to share insights on popular searches, helping you understand what potential customers are looking for. ✅ She improves with use – The more she’s tested by businesses and visitors, the better she’ll get at making accurate recommendations. If your business isn’t showing up when you expect it to, this is a great time to check your listing! Gwen can only pull from the information available, so make sure your VisitMidWales.co.uk entry is fully up to date and optimised for the summer season. How You Can Help Gwen Learn Faster Gwen is still learning, and that’s where you come in! Try her out, ask her questions, and see how she responds. This will help us identify any areas where she needs fine-tuning. If you notice she isn’t mentioning your business when she should be, let us know! It could be that your listing needs updating, or that we need to tweak how Gwen pulls information. Either way, your feedback is invaluable in making Gwen the best possible assistant for visitors. Let’s Make Mid Wales the Easiest Choice for Visitors With millions of visitors using VisitMidWales.co.uk every year, ensuring they get the information they need—quickly and easily—is key to turning interest into bookings. Gwen is here to help make that happen, and with your help, she’ll soon be an expert in everything Mid Wales has to offer. Try Gwen today, help her learn, and let’s make it easier than ever for visitors to choose Mid Wales—and your business—for their next trip! 👉 Explore Gwen on VisitMidWales.co.uk and let us know what you think!
A Reflection on Our Meeting at Lake Vyrnwy: Supporting the Future of Mid Wales
By Zoe Hawkins, Chief Executive, MWT Cymru (Mid Wales Tourism) On the 2nd and 3rd of October, we had the opportunity to attend two important meetings at Lake Vyrnwy with the Senedd's Economy, Trade, and Rural Affairs Committee. These discussions allowed MWT members and industry leaders to speak directly to decision-makers about the unique challenges facing Mid Wales. I’d like to personally thank everyone who attended the evening and breakfast meetings, as well as those businesses that provided feedback and shared their concerns prior to the meetings. I know it’s no small thing to step away from your businesses - especially in the current climate - and your dedication speaks volumes about the passion we all share for the future of Mid Wales. A special thanks to Anthony Rosser and all the staff at Lake Vyrnwy Hotel for hosting the events. Evening Discussion: Industry Leaders Come Together The evening meeting provided industry leaders from across the region with a rare opportunity to speak candidly about the pressing issues we face. A major topic was the introduction of the 182 rule for self catering, and the proposed closure of three Natural Resources Wales (NRW) visitor centres, which could significantly impact our tourism economy. These centres attract hundreds of thousands of visitors each year, supporting local businesses and injecting vital income into our communities. The closure of these sites exemplifies how decisions made by one department can have unintended ripple effects across other sectors, often without consideration of the broader impact. The conversations reinforced the need for greater communication between Welsh Government departments and a better understanding of how interconnected industries like tourism and farming are in Mid Wales. Statutory Licensing and Tourism Tax One key issue that will likely come before the committee is the introduction of statutory licensing or registration for all tourism businesses. While there is support for a registration scheme, concerns were raised about the potential shift to a full licensing system and the heavy burden it could place on small, family-run enterprises. Without adequate enforcement resources, there’s a risk that some businesses will continue to operate underground, exacerbating an already uneven playing field where compliant businesses bear additional burdens. We support a 'light touch' registration scheme, ensuring that resources are allocated to enforce consistent regulations for all operators. Statutory licensing is also expected to act as a precursor to the proposed tourism tax, where registered businesses will be responsible for collecting this tax. If enforcement is insufficient and some businesses remain unregistered, legitimate operators will again bear the brunt of compliance. Breakfast Meeting: Member Businesses Share Their Concerns The following morning’s breakfast meeting offered an intimate setting for member businesses to share their concerns directly with committee members. These businesses are the backbone of our rural economy, yet they often feel the most impact from policies that don’t take into account the unique challenges of operating in Mid Wales. The Bigger Picture: Cumulative Effects and Underinvestment A recurring theme throughout both meetings was the cumulative effect of policies across various sectors. From recycling regulations and the 182-day rule for self-catering businesses, to energy limitations, underinvestment in infrastructure and transport links. The closure of NRW sites is just one example of how disconnected decisions can have profound effects on our industry. It was also emphasised that Mid Wales is unique and cannot be treated with the same policies that may work in urban centres or regions dealing with over-tourism. Our economy is fragile, our tourism season is short, and our businesses are often small and family-run. Policies must be tailored to reflect this reality if they are to support the long-term sustainability of our communities. A Call for More Engagement Both the evening and breakfast meetings highlighted the need for greater engagement between decision-makers and those working on the ground. True understanding of the challenges we face in Mid Wales can only be built through direct interaction, and I hope the committee took away the message that our region must be treated as a distinct area with its own set of challenges and opportunities. More visits like this are essential to show policymakers the real issues that our businesses, communities, and industries face daily. Only by visiting the region and speaking with those who live and work here can they gain the insights needed to make informed decisions that benefit our rural economy. As the old saying goes, "those closest to the problem are often closest to the solution." The voices of Mid Wales must be heard if we are to shape policies that support - not hinder - our future. Looking Ahead Once again, I want to thank everyone who attended and provided feedback. Your voices are invaluable, and it’s only through continued collaboration that we can support our industry and our communities. The decisions being made now will shape the future of our region for generations to come. While politicians may come and go, the policies they implement leave lasting impacts on the businesses, people, and communities of Mid Wales. As Chief Executive of MWT Cymru, I am committed to ensuring that our voices continue to be heard. Let’s keep these important discussions going, and together, we can ensure that Mid Wales remains a vibrant, thriving region for years to come. |
