 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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