The business of belonging: Why placemaking Is an economic imperative for Wales The business of belonging: Why placemaking Is an economic imperative for Wales Carolyn Brownell – Executive Director, FOR Cardiff As Welsh towns and cities compete for talent, investment, and footfall, one of the most powerful—and often overlooked—tools for economic development is placemaking. Placemaking isn’t just about beautification; it’s a strategic investment in the built environment that strengthens local economies, attracts talent, and boosts confidence in our city and town centres. Placemaking means business The Design Commission for Wales defines placemaking as a people-centred approach to planning, design, and management of spaces. While the terminology may sound civic, the outcomes are firmly economic. High-quality public spaces have been shown to: Increase footfall and dwell time, driving sales for retail and hospitality Raise commercial rents and reduce vacancy rates Improve safety and perceptions of safety, encouraging longer stays Attract and retain investment, talent, and tourism Businesses thrive where people want to be. Creating places that feel vibrant, safe, and unique is not a cosmetic exercise—it’s an economic one. Subscribe to the Businessin Wales daily newsletter for FREE here.  Lessons from across the UK Cities like Manchester, Leeds, and Bristol have recognised this. Their investments in placemaking have led to the emergence of innovation districts, stronger commercial density, and growing investor confidence. Manchester’s MediaCity, Leeds Dock, and Bristol’s Harbourside exemplify how reimagining underused areas can unlock long-term economic value. These projects have drawn talent, supported business growth, and enhanced each city’s national profile. Wales must follow suit. Too often, placemaking here is underfunded or disconnected from broader economic strategy. We need to treat placemaking as infrastructure—essential, not ornamental. Cardiff: Placemaking in practice In Cardiff, the Business Improvement District (BID) model allows us to align business priorities with placemaking delivery. FOR Cardiff has led a number of initiatives that show what this looks like in practice: City of Arcades, an internationally award-winning brand campaign, has brought global attention to Cardiff’s historic shopping arcades Enhancements to Christmas lighting and night-time safety schemes have made the city more welcoming and supported the hospitality sector Investment in public art, urban greening, and supporting major events has contributed to the city’s vibrancy, boosting both civic pride and economic performance Embedding inclusion into placemaking Placemaking isn’t just about how a city looks — it’s about how it works for everyone. Inclusive cities are not only fairer — they’re also more economically resilient. Take Equality City, an initiative launched by FOR Cardiff to help businesses embed equity, diversity, and inclusion (EDI) into their practices. This isn’t a side issue — it’s an economic driver. Inclusive businesses outperform their peers in productivity, innovation, and profitability. By improving recruitment and retention, inclusive employers access broader talent pools—critical in a tight labour market. In people-powered sectors like retail and hospitality, inclusive environments reduce staff turnover and enhance reputation. Equality City provides tools, templates, and visibility for businesses committing to positive change. It positions Cardiff as a place where employers and employees from all backgrounds can thrive. Similarly, the UK’s first 24-hour Women’s Safety Charter, introduced by FOR Cardiff, tackles barriers that have long affected the night-time economy. Safer streets mean people stay out longer, spend more, and return more often. The Charter’s commitments help businesses foster a zero-tolerance approach to harassment, improving public confidence and staff wellbeing. These initiatives show that inclusive, safe places are not only socially responsible—they’re commercially powerful. If we want Welsh towns and cities to thrive, we need a national commitment to placemaking as part of our economic strategy. Welsh Government and local authorities should: Embed placemaking in funding criteria and regeneration policies Support BIDs and local partnerships to deliver people-focused public realms Recognise that inclusion, identity, and safety are economic multipliers In the competition for investment, talent, and visitors, people choose places that offer more than functionality—they choose places that feel good to be in. Placemaking is not a “nice to have”; it’s a business essential. If we want our towns and cities to compete and thrive, we must design them for people—and in doing so, we’ll design them for prosperity. Want more from Businessin Wales? Why not follow us on our socials Linkedin X Instagram TikTok Listen to the Businessin Wales podcast YouTube Spotify Apple Podcasts Audible Uncategorised Glide secures NatWest funding to accelerate UK broadband expansion Residential Property, Technology & Innovation, Uncategorised Principality Stadium set to host opening ceremony of EURO 2028 Tourism & Travel, Uncategorised Swansea: A city on the up! Finance, Public Sector & Government, Residential Property, Tourism & Travel, Uncategorised