Mid Wales Tourism (MWT Cymru) is calling on the Welsh Government to recognise the wider importance of the visitor economy to jobs, skills, inward investment and the future of rural communities.

Ahead of the Welsh Government's Draft Budget on November 17, ministers are being urged to ensure Visit Wales and the wider tourism industry have the resources needed to help the country remain competitive, attract visitors and support economic growth.

MWT Cymru is the independent, not-for-profit organisation representing more than 600 businesses across Powys, Ceredigion and Meirionnydd, an area covering around 40 per cent of Wales' landmass but home to just 240,000 people.

Tourism 'about so much more than holidays'

Zoë Hawkins, chief executive of MWT Cymru, said tourism played an important role in supporting rural communities, providing employment and encouraging investment, beyond simply attracting holidaymakers.

She explained: "Tourism is about so much more than people coming on holiday. It's about supporting our towns, creating jobs, developing skills and making rural Wales somewhere people want to live, work and invest.

"We recognise the financial pressures facing government. Global uncertainty, the cost of living and changing consumer confidence are not things Welsh Ministers can simply control. What we can control is how Wales responds.

"With millions of potential visitors across the UK and overseas, we need to ensure Wales remains visible and competitive. When times are tough, attracting more business becomes even more important and that takes investment in marketing, skills and supporting our businesses."

She said tourism also helped sustain town centres by bringing customers into local businesses, while supporting investment, employment opportunities for young people and diversification among farming families.

Ms Hawkins explained: "Think about our town centres. While many residents are at work, visitors are spending money in our cafés, shops and restaurants, helping keep them open for local people too.

"But it goes much further than that. Thriving towns help attract investment and skilled workers. Tourism provides young people with their first jobs and transferable skills, creates opportunities for farming families to diversify and supports local suppliers and trades.

"These aren't just tourism issues. They are about economic development, productivity, skills and the long-term future of rural Wales."

Training businesses to boost growth

MWT Cymru points to its Welsh Government-funded AI Made Practical workshops as an example of what can be achieved through partnership working. Businesses monitored following the training recorded an average 63 per cent increase in organic website traffic.

"Welsh Government provided the investment, we brought the industry knowledge and practical expertise and businesses put that learning into action," added Ms Hawkins.

"We are seeing measurable results.

"We have the expertise and ambition here in Wales, but thousands of small businesses cannot market an entire nation or generate that demand alone. We need co-ordinated investment that helps them reach more customers, improve productivity and grow.

"We've seen some really encouraging steps from Welsh Government and we look forward to seeing that progress reflected in the forthcoming Budget, with the practical support and investment needed to help the visitor economy deliver even more for Wales."