Use it or lose it: Why Wales’ hospitality sector needs us now

Gareth Jones – Founder & CEO, TownSq

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When was the last time you booked a hotel in Wales? When was the last time you drove through Eryri National Park? When did you last pick a town on a map and go and explore what’s new there?

We have such a rich and valuable food and drink sector across Wales, but so much of it is in a precarious spot right now.

We can all play a role in ensuring its future success and prosperity. This is a sector under siege, whether perceived or in reality, but there is hope for renewed momentum.

As a Gog living in South Wales, it astounds me how many people have never explored Ynys Môn or travelled to the furthest tip of the Llŷn Peninsula, and equally how many North Walians have never explored St Davids or Tenby.

We have a deep history in every corner of this great nation: from the bluestones of the Preselis that ended up at Stonehenge, to Twmp Carrog, the legendary site of Owain Glyndŵr’s ancestral home and the location where he was proclaimed Prince of Wales in 1400, or Strata Florida Abbey in Ceredigion.

That’s not to mention the headliners: Caerphilly and Conwy castles, Portmeirion, and St Davids Cathedral.

Ordering a pint of Mŵs Piws at Y Goron, The Crown, in Aberffraw, or dining at Dylan’s in Menai Bridge overlooking the strait.

Walking the aqueduct in Trefor, or, if you’re feeling up to it, doing the 7km run from the aqueduct to the viaduct in Chirk and rewarding yourself at The Trap while taking in two astonishing views.

Or visit one of our fantastic distilleries, Aber Falls or Penderyn, for a start, or award-winning vineyards.

If you want something truly unique, you can’t beat a visit to Halen Môn. I never thought salt tasting would be such a memorable and lasting experience.

As hospitality businesses prepare to wave goodbye to what feels like the wettest winter on record (I’ve given up asking Alexa for the forecast), the timing feels right to take stock of what’s on our doorsteps.

There are 36-million-day trips made by Welsh residents to other parts of Wales, and 24 million day trippers cross the border from England each year, according to data from WalesGuidebook.com.

Those figures matter because our hospitality businesses have been hammered over the last decade. £4.3bn was invested in hospitality businesses across the UK during Covid, 2.5 times more than other sectors by proportion of the economy.

With typical six-year repayment terms, most are only now reaching the end of that debt cycle. Those that have made it through are not only ready for a good summer, they need it.

And the context only gets harder. The introduction of the visitor levy next April is already causing consternation in the sector, layered on top of National Insurance and Living Wage increases that have quietly squeezed margins for the last two years. The businesses still standing deserve our support, and our custom.

Next time you book an overseas trip, consider committing 20% of that cost to something closer to home.

Wales doesn’t need your charity; it needs your custom. There’s a big difference.

The food and drink sector here isn’t just a nice thing to have, it’s the connective tissue of our communities. Pride without ongoing investment is just sentiment.

Before you book another European city break, take five minutes. Pick a corner of Wales where you’ve never spent a night. Find somewhere local to eat. You might be surprised by what’s been waiting for you.