Council hails city tourism income boost

The industry now supports more than 5,400 jobs locally, confirming the sector’s pivotal role in the city’s growing economy.

The success is reflected in increased visitor numbers, with total visitor days up nearly 2% and staying visitors increasing by over 3% compared to 2023.

Hotel occupancy rates remained consistently high throughout the year, averaging 77%, and peaking at 85% in the summer months. Early figures for 2025 show this strong performance continuing, with occupancy rates between 64% and 77% during the first quarter.

These figures have been released to coincide with the start of Wales Tourism Week from May 12-18. It’s an annual event organised by the Wales Tourism Alliance which aims to raise the profile of the tourism sector in Wales and its significant contribution to the local economy.

Cllr Robert Francis-Davies, Swansea Council’s Cabinet Member for Investment, Regeneration, Events and Tourism, praised the collaborative effort behind the figures: “These results are a testament to the outstanding work of our council’s tourism team and the entire local tourism sector.

“Through high-impact marketing campaigns, partnerships with businesses, and the support of national and local events, we’re successfully promoting Swansea Bay as a must-visit destination at any time of the year.”

He added: “The incredible success of Tunes on the Bay and news that the beach festival will be back next year, is an important endorsement from visitors, businesses and local people alike that Swansea is a great place with a lot to say for itself.”

Kate Bowen, General Manager of The Morgans Collection (including Morgans Hotel and The Georgian Swansea), said: “These new tourism figures are really positive for the entire Swansea Bay, Mumbles and Gower area, reflecting high occupancy rates in the City’s hotel sector over the past few years.

“At Morgans, like other hotels across the city, we continue to invest in our businesses to ensure we exceed customer expectations. I would like to acknowledge the part our staff play in ensuring our visitors enjoy their stay and return time and time again.

“The Morgans Collection offers a range of accommodation, and its city centre location is ideally placed to benefit from the extensive regeneration programme of investment across the city.

“The hotel benefits from working with the Council on their high-profile destination marketing campaigns as well as benefiting from the major event programme across the city by offering packages and offers throughout the year.”

The council’s marketing drive has been key to the growth seen in the latest STEAM figures, published to coincide with Wales Tourism Week, from May 12-17.

The “Happy Place/Hwyl” campaign has already generated over 825,000 video views since launching in February, while outdoor media campaigns along the M4 corridor and into London have reached over 23 million impacts/impressions.

All promotional activity directs visitors to the revamped VisitSwanseaBay.com website, which launched in late 2024, offering an enhanced experience for tourists and local businesses alike.

Meanwhile, the city’s packed calendar of events — from the Wales Airshow and IRONMAN 70.3 Swansea to major concerts and festivals — continues to attract thousands from across the UK.

Cllr Francis-Davies said: “We’re determined to keep on giving people more reasons to visit. Our events programme and ongoing regeneration projects are key to boosting footfall and spending across the region.”