The latest Welsh Association of Visitor Attractions (WAVA) survey indicated the true depth of
concern regarding the future for attractions in Wales. WAVA attractions employ approximately 5000 people, and the 100 plus membership covers all types of attractions throughout Wales.
The main findings WAVA’s survey included less investment forecast, lower staffing levels, stagnation in turnover, less visitors expected, low morale, and increased mental health issues.
Last year attractions reported that they still had not recovered the attendance figures that
they were getting pre-Covid, and 60% saw less visitors last summer compared to summer
2023.
One of the main concerns for the coming season is the huge increase in staffing costs and
National Insurance contributions. 70% of members stated in the recent survey that they
are planning to employ less staff, with nearly 30% forecasting that their turnover will stay
flat in 2025. Other members felt that their turnover could even drop by as much as 15% as
the cost of living crisis is still having a major impact on the money available for holidays.
Despite increased costs, 28% of WAVA members will not be increasing their prices in 2025,
however, 30% indicated that they will be forced to increase prices by up to 10%.
The proposed tourism tax in Wales is still of major concern regarding the projected decline in
the number of visitors that will then come to Wales. WAVA say that one of the Welsh Government’s own reports indicated that in the worst scenario that up to 730 jobs could be lost in Welsh tourism, with tourism revenue declining by up to £74 million, and visitor numbers down 1.6%.
In the survey 90% of WAVA members felt that the tourism tax will have a negative impact on
their businesses, and 70% stated they will be investing less in their attraction owing to a lack of confidence in the future.
WAVA say that a tourism tax is used in Europe to keep tourist numbers down in some countries. However, in Wales tourism numbers are in decline, with a 23% drop in the numbers staying overnight reported the year before last.
When asked the reasons why some members were going to open for less days in 2025 the
reasons given in the survey were reduced numbers of visitors, having to close off some dates as no longer economic to open, the poor weather, increased high costs in running their business, and finally the impact of Welsh Government interventions which were perceived as being unhelpful.
Ashford Price, Chairman of Dan Yr Ogof caves is also membership secretary for WAVA. He said: “I am constantly in touch with the membership and this survey, plus the comments associated with it, highlight the low morale in the industry. What is even more worrying are
the number of members concerned for the long-term future for their attraction. I am also getting reports regarding members suffering mental health issues owing to stress levels in
trying to run a tourism business in Wales at the present time.
“WAVA members recently went on strike for one day in December, and on March 1st
we are planning for more industrial action to highlight our concerns regarding the
future for attractions and tourism in Wales.”
