Destination, Travel & Tourism Sector Forum September 2022

4theRegion members met with businesses and organisations across South West Wales to share perspectives, experiences and opportunities in the travel and tourism sector.

An integrated, sustainable travel network is essential to prosperity and well-being, with tourism also a key economic driver for the region. We should be working collaboratively to address the challenges we face, to create flourishing local places, connected by inclusive and sustainable transport that meets the needs of businesses, serves communities, and improves well-being across the region.

The theme for this month’s event was “Reporting back on the summer season.” We invited Llyr Roberts from Cwtsh Hostel and Geraldine Williams from Visit Swansea Bay to share key insights and updates from Summer 2022,

You can catch up on the discussion surrounding the travel and tourism sector and opportunities in our region by watching the event recording or reading the event notes.


Catch up on the full event recording and hear from regional organisations who are doing great work in our region’s Travel and Tourism sector. Click the video at the timestamps listed below to jump to their appropriate segment.

0:15:15: Llyr Roberts, Cwtsh Hostel
0:30:00: Geraldine Williams, Visit Swansea Bay

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Thematic Priorities


  • Visit Swansea Bay are providing the opportunity for tourism businesses to become a partner for free up to the end of March 2023.
  • Each tourism business can have a free webpage entry on and take part in their year-long destination marketing campaigns.
  • Swansea Council Supporting small accommodation operators in rural and semi-rural areas of Swansea

  • In collaboration with Visit Wales, the Development Bank of Wales has a £50 million pound fund to support companies in the tourism sector, the Wales Tourism Investment Fund.


  • The increase in costs of living and energy prices are concerning for hospitality and tourism businesses.
  • In some cases, the increase in costs may be equivalent to a staff member’s salary.
  • How will businesses that need to use a lot of energy be able to stay in business?
  • The proposal for a visitor levy in Wales has received many split opinions.
  • The levy intends to “raise additional revenue for local authorities to reinvest in the public services and infrastructure that make tourism a success.”
  • Consultation on the levy will be ongoing until December 2022.
  • Will the introduction of this levy create a barrier for people who may want to visit Wales?


  • Campaigns during off-peak seasons such as winter are important to encourage visitors into the region.
  • Extending holiday campaigns may help with post-covid recovery efforts.
  • Dog-friendly holidays are becoming increasingly common due to the number of dogs adopted during lockdown.
  • Using a variety of advertising methods and platforms can help target all kinds of target audiences and age groups.
  • Printed media may not be the most viable option to promote destinations or events, as information may quickly become outdated.

  • Recovery

  • Occupancy figures for hotels are encouraging and are almost back to pre-pandemic levels.
  • New developments such as Swansea Arena, the new hotel at Milford Haven, Penderyn and other new attractions are helpful in bringing tourism into the region.
  • Integrating circular economy practices are vital for the recovery and success of businesses going forward.
  • Reusing products and handing out products such as shampoo bottles that have been left behind could be beneficial in reducing waste.
  • The move away from international travel and preference to stay more local has been seen by many hospitality businesses.


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Please do get in touch with 4theRegion to tell us about your work in the travel and tourism sector in South West Wales, or to share challenges and ideas about what more is needed.