On any given summer day atop Yr Wyddfa, one might assume that Welsh tourism is thriving. Queues form to touch the summit cairn, the cafe is bustling, and the railway is fully booked. However, the Welsh affairs committee at Westminster recently expressed serious concerns. They highlighted that in 2019, international visitors only spent £515 million in Wales, which is less than 2% of the £28 billion they spent overall in the UK. Further investigation revealed more troubling signs: in 2022, British residents took nearly 2.8 billion day trips, but only 6% of those trips occurred in Wales, and people spent less money there compared to other parts of Britain.
For a country with such breathtaking mountain landscapes and coastlines, the committee report on Wales is disheartening, especially considering that global tourism surveys consistently show that “natural beauty” is a major reason why visitors choose their destinations.
Rowland Rees-Evans, the chair of Mid-Wales Tourism, believes that the lagging infrastructure and lack of communication between the tourism industry, marketing bodies, and the government are to blame. He believes that if these parties came together, the potential for tourism in Wales would be immense.
Others in the tourism industry agree with this viewpoint. Richard Rees, who runs Celtic Deep and offers marine wildlife experiences in Pembrokeshire, believes that there is a lack of awareness about the incredible wildlife experiences available in Wales. From puffin colonies on Skomer Island to sightings of tuna, whales, sharks, and dolphins, there is a vast untapped market waiting to be explored.
So, what exactly are tourists missing out on in Wales?
Scenic railways:
Despite the perception of weak infrastructure, Wales actually boasts several remarkable railways. The Cambrian line, for example, offers stunning mountain scenery and the chance to spot ospreys nesting near Dyfi junction during the appropriate season. The northern branch of this line to Pwllheli provides breathtaking coastal views, including the Mawddach estuary and Harlech Castle. The Heart of Wales line, another underfunded rail service, is also one of the world’s finest rail routes.
Suzy Davies, the chair of the Wales Tourism Alliance, acknowledges the poor quality of carriages and unreliable services but emphasizes the magnificence of these routes. Additionally, these lines connect to heritage steam services like the Ffestiniog, Talyllyn, and Vale of Rheidol railways. Other railway lines are scattered throughout Wales, such as the Brecon Mountain Railway in the south and the Welsh Highland Railway in the north.
The Coastal Path:
Wales is proud to have a fully operational footpath that encircles the entire country. The 870-mile coastal route showcases the beauty of the Gower, Carmarthenshire, Pembrokeshire, Ceredigion, and Gwynedd. Additionally, the Offa’s Dyke path offers 177 miles of stunning border mountain landscapes, often running alongside or even on the underrated ancient monument itself. Despite some blocked and unsigned paths, the coastal route and Offa’s Dyke are remarkable achievements.
Mountains:
While Yr Wyddfa (Snowdon) attracts a significant number of climbers, there are several equally spectacular and quieter peaks just a few miles away. Tryfan and Glyder Fach offer thrilling scrambles, while Cnicht, Cadair Idris, and other mountains in the south provide breathtaking views of the Irish Sea. However, Cadair Berwyn, Aran Fawddwy, and Pumlumon Fawr, the highest mountain in mid-Wales and the source of both the rivers Severn and Wye, remain peaceful and untouched. Further east, Moel Famau, topped by a tower, provides a unique hiking experience. Pembrokeshire’s Foeldrygarn is home to an iron age hill fort and three bronze age cairns. While access to some mountains may be challenging without recognized summit paths, the possibilities for hillwalkers are vast.
Slate:
The slate industry, which once dominated the landscape of north Wales, still leaves its mark on the tourist industry. Old quarries now feature the fastest zip wires in the world and underground adventures like Go Below. The mines’ transport routes have been revived as heritage railways. However, adventurous explorers also appreciate these sites for their potential to be explored. Climbing skills and equipment may be necessary to enjoy the vast wonderland of Eryri’s Dinorwic, which faces access issues. On the other hand, Llanfair near Harlech offers a more accessible experience. Slate was not the only mineral exploited in Wales, with other mines, including coal and gold, open for visitation. Parys on Anglesey is home to the awe-inspiring orange moonscape of a former copper mine, once the largest in the world and mined since the bronze age.
Welsh language and culture:
The Welsh language, once seen as exclusive to fluent native speakers, is becoming more inclusive and inspiring interest among a wider audience. Residential courses for beginners are now available, and there has been a “Deadpool effect.” In 2020, Hollywood actors Ryan Reynolds and Rob McElhenney purchased Wrexham AFC. Reynolds’s TV channel, Maximum Effort, started hosting Welsh-language programs for US and Canadian audiences. This lighthearted and humble embrace of the language has made a difference. A younger demographic is bringing a livelier and less judgmental approach, as showcased by S4C’s Gogglebocs Cymru, a Welsh-language channel that embraces accents and varying levels of ability. This, along with football, has even attracted American tourists to Wrexham, proving that anything is possible.
In conclusion, Wales possesses a wide range of tourist attractions that often go unnoticed. By addressing infrastructure issues, improving communication within the tourism industry, and promoting the unique features Wales has to offer, the potential for increased tourism is immense. From scenic railways to a coastal path, majestic mountains to historic slate quarries, and a vibrant Welsh language and culture, Wales has much to offer visitors seeking an unforgettable experience.
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