Wales Tourism Week 2025 – Why Showing Up Matters

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.
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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.
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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.

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​Looking at the bigger picture

On 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.
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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 regeneration

​We 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 sectors

At 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.
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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 Senedd

On 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.
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The visitor economy here supports jobs, services, and livelihoods – and it needs support that reflects that role.

​Why this work matters

Everything 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.
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We’re stronger together.