A full house, a shared purpose, and a clear path into its 20th anniversary year – that was the mood as members, partners, and guests gathered at The Barn at Brynich, Brecon, on Tuesday November 11 for Brecon Beacons Tourism’s 2025 Annual General Meeting.

The event, themed “Looking Ahead to 2026: Moving Forward Together,” brought together businesses from across Bannau Brycheiniog (Brecon Beacons) National Park for a morning that celebrated collaboration, acknowledged current challenges, and looked forward with confidence.

2026 marks 20 years since Brecon Beacons Tourism (BBT) was founded by local businesses who recognised the need for a unified voice to represent the region’s visitor economy. From volunteer beginnings to a professional association representing more than 180 members, BBT’s growth has mirrored the development of the destination itself.

Director Julie Bell reflected on that journey, thanking members for their continued commitment and contribution: “Every stage of our story has been about collaboration - people coming together to make something stronger than they could alone. That same spirit will carry us through the next chapter.”

Ms Bell shared encouraging highlights from the past year, including a 34 per cent rise in website traffic and a combined 57,000 social media followers across BBT and Visit Bannau Brycheiniog channels. She also emphasised that every pound of membership income is reinvested into “visibility, voice, and value” through destination marketing, advocacy, and business support.

The AGM welcomed three guest speakers offering perspectives on the future of tourism in Wales.

Mari Stevens, founder of Anian Destination Consultancy, spoke about the importance of cultural identity and local storytelling in strengthening destinations.

Rowland Rees-Evans, Chair of the Wales Tourism Alliance, outlined national challenges - from the cost-of-living crisis to shifts in visitor behaviour - and highlighted the need for stronger regional collaboration.

Gareth Jones, from the Bannau Brycheiniog National Park Authority, discussed the growing partnership between the Park and BBT, noting how joint projects and shared campaigns are already benefiting both businesses and the environment.

While acknowledging difficult trading conditions, the overall tone of the day was practical and optimistic. Discussion centred on the value of collaboration, knowledge-sharing, and cross-sector support - key strengths that have sustained the region’s tourism network for nearly two decades.

“Tourism is built on people,” Ms Bell said.

“If we keep sharing ideas, resources, and encouragement, we’ll weather the changes ahead and keep Bannau Brycheiniog (Brecon Beacons) a thriving, welcoming destination.”

Next year will see the launch of BBT’s refreshed Membership and Sponsorship Framework, further investment in digital visibility and skills training, and a series of member networking and anniversary events celebrating 20 years of collaboration.

Newly ratified Chair Carl Shaw summed up the day, saying: “Our members are what make this association - and this destination - exceptional. As we head into our 20th year, our focus remains on working together, staying positive, and finding strength in community.”

Businesses interested in working collaboratively to promote the region’s visitor economy can find out more by visiting the website www.breconbeaconstourism.org or contacting [email protected]