If you've visited VisitMidWales.co.uk recently, you may have noticed a friendly new addition in the bottom right corner of your screen--Gwen, our AI chatbot! She’s here to make it easier for visitors to find the information they need, whether they’re planning a holiday, looking for things to do, or searching for the perfect place to stay, eat, or explore.
But here’s the thing--Gwen is still in training, and she needs your help!
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Like any AI, Gwen learns by experience. The more she’s used, the better she becomes at understanding what visitors are looking for and how best to help them. Every question she’s asked refines her ability to give the right answers, recommend the right businesses, and make sure visitors have all the information they need to choose Mid Wales—and your business—as their next destination

How Gwen Helps Visitors Choose Mid Wales

Planning a holiday can be overwhelming, especially with so many options available. Visitors often have lots of questions before making a decision--

❓ Where can I find the best family-friendly activities?
❓ Is there a pet-friendly place to stay near the coast?
❓ What are the best local food spots in Mid Wales?
❓ Are there any upcoming events during my visit?

This is where Gwen comes in! She instantly searches through over 3,000 pages on VisitMidWales.co.uk to find the most relevant answers. Instead of visitors endlessly scrolling, Gwen can point them in the right direction—and that could be straight to your business!

The easier it is for visitors to find what they need, the more likely they are to book a stay, reserve a table, buy a ticket, or plan an itinerary that includes your business.

How Gwen Can Help Your Business' 

For businesses in Mid Wales—whether you run an accommodation, attraction, activity, event, place to eat, shop, or even promote a town or destination—Gwen is an extra tool helping connect visitors with what you offer.

Here’s why that matters:

✅ She recommends businesses – If visitors search for something related to your business, Gwen can direct them to your listing.
✅ She keeps visitors engaged – AI chatbots encourage visitors to stay on the website longer, increasing the chance of them booking or enquiring.
✅ She helps us track visitor trends – We’ll soon be able to share insights on popular searches, helping you understand what potential customers are looking for.
✅ She improves with use – The more she’s tested by businesses and visitors, the better she’ll get at making accurate recommendations.

If your business isn’t showing up when you expect it to, this is a great time to check your listing!

Gwen can only pull from the information available, so make sure your VisitMidWales.co.uk entry is fully up to date and optimised for the summer season.

How You Can Help Gwen Learn Faster

Gwen is still learning, and that’s where you come in! Try her out, ask her questions, and see how she responds. This will help us identify any areas where she needs fine-tuning.

If you notice she isn’t mentioning your business when she should be, let us know! It could be that your listing needs updating, or that we need to tweak how Gwen pulls information. Either way, your feedback is invaluable in making Gwen the best possible assistant for visitors.

Let’s Make Mid Wales the Easiest Choice for Visitors

With millions of visitors using VisitMidWales.co.uk every year, ensuring they get the information they need—quickly and easily—is key to turning interest into bookings. Gwen is here to help make that happen, and with your help, she’ll soon be an expert in everything Mid Wales has to offer.

Try Gwen today, help her learn, and let’s make it easier than ever for visitors to choose Mid Wales—and your business—for their next trip!

👉 Explore Gwen on VisitMidWales.co.uk and let us know what you think!

As Chief Executive of MWT Cymru, I want to update our members on the work we have been doing to represent your views on the proposed Tourism Levy. This legislation, set to be debated and voted on in the Senedd in the coming months, would, if passed, be introduced in 2027.

The levy proposes a flat rate of £1.25 per person per night for overnight stays in serviced accommodation and £0.75 per person per night for visitors staying in campsites and hostels. MWT Cymru submitted a consultation response on 10th January 2025 and provided evidence to the Senedd Finance Committee on 5th February 2025. A full video of the committee session is available here

We have also been actively engaging with Members of the Senedd (MSs) to express serious concerns about the impact this levy will have, not just on businesses, but on the wider economy of Mid Wales.

Key Concerns

Weak Economic Justification


There are significant doubts over the economic case for the levy. While additional revenue generation is the stated goal, there is a real risk that the cost of implementation—both for businesses and the public sector—could outweigh any financial benefit. Moreover, the potential knock-on effects on local supply chains, employment, and overall economic activity in the tourism sector have not been fully assessed.

The Welsh Government's research indicates that the levy is expected to generate approximately £33 million for the Welsh economy. However, this figure is based on the assumption that all 22 local authorities implement the levy. The cost of establishing, enforcing, and managing the levy involves two sets of administrative expenses—one at the local authority level and another through the Wales Revenue Agency, which is responsible for collecting the levy. These administrative costs could significantly reduce any net financial benefit, raising further concerns about the feasibility and effectiveness of the levy - not to mention the economic loss.

Lack of a Level Playing Field

One of the most pressing concerns is the absence of a statutory registration system for all tourism accommodation providers in Wales. Without such a system in place, it is impossible to accurately determine the number of businesses operating, particularly as many currently remain off the radar. This lack of transparency undermines fair competition and creates significant enforcement challenges.

Furthermore, there is no clarity over who will be responsible for enforcing the levy for unregistered businesses. The Wales Revenue Agency (WRA) has not costed this enforcement and we don't believe the local authorities have either. This raises the question: who will ensure compliance? Without clear enforcement measures, there is a risk that only legitimate businesses will bear the burden while unregistered operators continue to operate unchecked, further skewing the playing field.

For the levy to be implemented fairly, a robust registration and enforcement framework must first be established to ensure that all businesses are contributing equally, rather than penalising those who are already operating within the legal framework.

Additional Burdens on Micro-Businesses

Over 90% of tourism businesses in Mid Wales are micro-businesses, often run by families who already face significant administrative and financial pressures. Adding further bureaucracy and costs at a time when businesses are grappling with rising costs, increased national insurance costs, and broader economic uncertainties is deeply concerning.

Lack of Investment to Offset Projected Visitor Decline

The Welsh Government has acknowledged that this levy could lead to a 2-10% reduction in visitor numbers, yet there is no clear commitment to reinvest revenue into areas that will be most affected, such as Mid Wales. This means businesses will bear the cost of lost visitors without any guarantees of additional support or infrastructure investment to mitigate the impact. 

Unfair Financial Burden on Certain Businesses

The proposed levy structure disproportionately affects budget-conscious travellers, such as those using campsites and hostels. Visitors staying in a tent or a bunkhouse in Mid Wales will pay a significantly higher percentage of their accommodation cost in levy than those staying in high-end hotels in Cardiff or Swansea. This is neither fair nor sustainable for businesses in rural areas where tourism is vital to local economies.

Misguided Comparisons to Other Destinations

Throughout discussions, comparisons have been made to destinations like Catalonia, which has a well-established tourism tax. However, this comparison fails to recognise that Catalonia benefits from four international airports, a high-speed rail network, and 20 million international visitors annually. Wales, by contrast, welcomes 800,000 international visitors a year and lacks comparable transport infrastructure.

Mid Wales, in particular, has long suffered from underinvestment in connectivity and infrastructure, making the region especially vulnerable to any policies that discourage domestic or international visitors. Any decisions made on a national scale must consider the whole of Wales, not just the major cities.

Wales Taxing Children?

A key issue that has not been adequately addressed is that the levy applies to all visitors, including children. This raises reputational concerns. Is this truly the message we want to send about Welsh hospitality? 

MWT Cymru: Representing Your Voice

MWT Cymru is dedicated to ensuring that tourism businesses across Mid Wales are properly represented. We have been actively engaging with policymakers, providing evidence to committees, and making sure your concerns are heard at every level. We extend our sincere thanks to all members who have contributed valuable insights—your input is essential in shaping our response.
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As a regional organisation, our mission is to protect and support the visitor economy in Mid Wales. We will continue to challenge policies that threaten our industry and advocate for solutions that benefit businesses and communities alike. If you would like to discuss the Tourism Levy or share your views, please get in touch.

We are an independent organisation that receives no core funding. If you know of any businesses that would like to support the work we do, please encourage them to reach out. Our ability to represent our industry and protect our rural economy relies on the continued support of the business community.

Thank you

Zoe Hawkins
Chief Executive, MWT Cymru
[email protected] 


A full copy of MWT Cymru’s consultation report can be found here: Full Consultation Response
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We’ve reviewed the proposed visitor levy and identified several key issues that we believe require further discussion and analysis. Below, we outline the key observations from the bill, questions it raises, and the significant concerns we hold as an industry - Please get in touch if you agree or disagree with any of these points, or if you have additional points you would like MWT to make the Senedd aware of [email protected] 

Key Observations from the Bill

1. Minimum Charge Levels:
   • min £1.25 per person per night for serviced/self-catering accommodation (currently no exclusion for children/babies) 
   • min 75p per person per night for camping (currently no exclusion for children/babies) ​
2. Local Authority Discretion:
   • Each local authority can choose whether to implement the levy.
   • This could result in competition and confusion between councils and among visitors.
     
     
3. VAT Applicability:
   • The levy is VATable, meaning VAT-registered businesses will have to add VAT to the levy.
     
     
4. Potential for Premium Charges:
   • Local authorities have the option to apply a 'premium' on the levy.
     
     
5. Collection and Penalties:
   • Businesses will be responsible for collecting the levy and remitting it to the Welsh Revenue Agency (WRA).
   • Penalties include £300 for non-registration and £5,000 for late payments.

Key Questions

1. Registration Accuracy:
   • How will an accurate register of businesses be maintained to ensure a level playing field?
   • What guidance or measures will be included in the upcoming licencing scheme? and why isn’t this being introduced first?
     
     
2. Revenue Projections:
   • The bill estimates £33 million in revenue if all 22 local authorities implement the levy.
   • This seems like a very small amount across the whole of Wales.
   • How was this figure calculated, and is it realistic given the administrative and enforcement costs?
     
     
3. Enforcement Responsibilities:
   • Will enforcement fall to the WRA or local authorities?
   • What are the associated costs, and how will these be managed?
     
     
4. Public Perception:
   • How will the negative PR around this levy, particularly in the national press, be addressed?
   • How will the "Wales is not welcoming visitors" narrative be countered?
     
     
5. Use of Funds:
   • How will local authorities allocate the additional revenue?
   • Local authorities already receive additional core funding based on increased visitor population, how will this new levy differ, and what will happen to the additional funding they currently receive?
6. Visitor Transparency:
   • How will businesses communicate the levy to visitors, and what resources will be provided to avoid misunderstandings?

Industry Concerns

1. Unfair Impact on Smaller Businesses:
   • The levy disproportionately impacts budget accommodations, such as camping.
   • For example, a family paying £25 per night at a campsite faces a much higher percentage increase than a hotel guest paying £300 per night.
     
     
2. Impact on Rural Economies:
   • Mid Wales' rural economy is reliant on small, independant, family run businesses 
   • If businesses close due to the levy, the ripple effects on local economies, market towns, and job security could be negatively impacted
     
     
3. Public vs. Private Sector Dynamics:
   • The levy anticipates private sector job losses (up to 700) with an increase in public sector roles.
   • Wales already has very high levels of reliance on public sector jobs compared to the rest of the UK. Is this sustainable?
     
     
4. Loss of Visitors and Businesses:
   • Experiences in Scotland show domestic visitor numbers dropped after similar measures.
   • If businesses decide to close due to the cumulative effect of government policy changes (UK & Wales) will the loss of accommodation options deter visitors and impact inward investment?
     
     
5. Generational Impacts:
   • With depopulation issues in regions like Ceredigion and Gwynedd, how will this levy impact efforts to retain younger residents and sustain local economies?
     
     
6. Administrative Burden:
   • Smaller businesses, particularly those without dedicated administrative staff, could face challenges in collecting, reporting, and remitting the levy

Additional Considerations

1. Economic Feasibility:
   • Tourism supports a wide ecosystem of businesses. What analysis has been done on the potential knock-on effects of reduced visitor spending or business closures in rural areas?
     
     
2. Support Mechanisms:
   • What support will be available to businesses, such as training or financial aid, to transition to this new system?
     
     
3. Environmental Implications:
   • Without earmarking funds for sustainable tourism projects, the levy risks being perceived as another tax rather than a genuine effort to improve the sector.

Call to Action

While the levy might be manageable in urban areas like Cardiff or Swansea with large hotels and events, it poses a significant threat to fragile rural economies like ours in Mid Wales.

We will be urging Senedd members—both immediate and regional representatives—to carefully consider the immediate or potentially generational impact of this decision. This bill feels rushed and lacks the foresight necessary to address the unique challenges of rural areas. Wales' tourism sector, already under pressure, needs support, not additional burdens.

....but we need your help! Please ensure that you complete the official consultation document by the 10th January (link here) to make your voice heard from an individual business perspective.

Please also provide us with your feedback. Zoe will be compiling written evidence for the finance committee by the middle of January and will be presenting oral evidence to the committee in February. 

Many members will be aware that Welsh Government has released a statement regarding a new Bill to give local authorities the option to introduce a visitor levy in their area. Read this statement here.

The Visitor Accommodation (Register and Levy) Etc. (Wales) Bill has been referred to the Finance Committee for Stage 1 scrutiny of the general principles of the Bill.

MWT Cymru has been invited to provide evidence at the Senedd about the levy.

We need your help - please share your views

1) Send us your feedback by 3 January 2025, to enable us to include your views in our written evidence.

2) Respond to the Consultation directly

The Committee has issued a general call for written evidence by 16:00 on 10 January 2025.

Can all members also please respond to the online consultation by this date. ​

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The National Cyber Security Centre (NCSC) has launched My Cyber Toolkit, a free resource designed to help SMEs strengthen their defenses against cyber threats. Developed with input from small businesses, the toolkit provides practical, step-by-step guidance that addresses common online risks. Learn more here.

The NCSC also provides tailored advice for SMEs and sole traders on reducing cyber risks, including guidance to improve cyber awareness and create a tailored action plan to enhance security.

​PIWS is running a FREE online one-hour workshop for event organisers, with the aim of providing a practical foundation for creating inclusive environments for individuals with disabilities. The session covers core accessibility principles, legal responsibilities, and effective strategies to enhance accessibility in services and spaces.

​Register and choose your date for a free one-hour workshop

In addition, PIWS offers support for businesses looking to improve their accessibility, which includes reviewing access statements and providing feedback. This service is free of charge and aims to help businesses enhance their inclusivity practices. Email [email protected] and PIWS will provide feedback where necessary and suggest ways to improve accessibility details, ensuring your statement is informative and effective for visitors.

A Reflection on Our Meeting at Lake Vyrnwy: Supporting the Future of Mid Wales
By Zoe Hawkins, Chief Executive, MWT Cymru (Mid Wales Tourism)

On the 2nd and 3rd of October, we had the opportunity to attend two important meetings at Lake Vyrnwy with the Senedd's Economy, Trade, and Rural Affairs Committee. These discussions allowed MWT members and industry leaders to speak directly to decision-makers about the unique challenges facing Mid Wales.

I’d like to personally thank everyone who attended the evening and breakfast meetings,  as well as those businesses that provided feedback and shared their concerns prior to the meetings. I know it’s no small thing to step away from your businesses - especially in the current climate - and your dedication speaks volumes about the passion we all share for the future of Mid Wales.

A special thanks to Anthony Rosser and all the staff at Lake Vyrnwy Hotel for hosting the events.

Evening Discussion: Industry Leaders Come Together

The evening meeting provided industry leaders from across the region with a rare opportunity to speak candidly about the pressing issues we face. A major topic was the introduction of the 182 rule for self catering, and the proposed closure of three Natural Resources Wales (NRW) visitor centres, which could significantly impact our tourism economy. These centres attract hundreds of thousands of visitors each year, supporting local businesses and injecting vital income into our communities.

The closure of these sites exemplifies how decisions made by one department can have unintended ripple effects across other sectors, often without consideration of the broader impact. The conversations reinforced the need for greater communication between Welsh Government departments and a better understanding of how interconnected industries like tourism and farming are in Mid Wales.

Statutory Licensing and Tourism Tax

One key issue that will likely come before the committee is the introduction of statutory licensing or registration for all tourism businesses. While there is support for a registration scheme, concerns were raised about the potential shift to a full licensing system and the heavy burden it could place on small, family-run enterprises. Without adequate enforcement resources, there’s a risk that some businesses will continue to operate underground, exacerbating an already uneven playing field where compliant businesses bear additional burdens.

We support a 'light touch' registration scheme, ensuring that resources are allocated to enforce consistent regulations for all operators. Statutory licensing is also expected to act as a precursor to the proposed tourism tax, where registered businesses will be responsible for collecting this tax. If enforcement is insufficient and some businesses remain unregistered, legitimate operators will again bear the brunt of compliance.

Breakfast Meeting: Member Businesses Share Their Concerns

The following morning’s breakfast meeting offered an intimate setting for member businesses to share their concerns directly with committee members. These businesses are the backbone of our rural economy, yet they often feel the most impact from policies that don’t take into account the unique challenges of operating in Mid Wales.

The Bigger Picture: Cumulative Effects and Underinvestment

A recurring theme throughout both meetings was the cumulative effect of policies across various sectors. From recycling regulations and the 182-day rule for self-catering businesses, to energy limitations, underinvestment in infrastructure and transport links.

The closure of NRW sites is just one example of how disconnected decisions can have profound effects on our industry. It was also emphasised that Mid Wales is unique and cannot be treated with the same policies that may work in urban centres or regions dealing with over-tourism.

Our economy is fragile, our tourism season is short, and our businesses are often small and family-run. Policies must be tailored to reflect this reality if they are to support the long-term sustainability of our communities.

A Call for More Engagement

Both the evening and breakfast meetings highlighted the need for greater engagement between decision-makers and those working on the ground. True understanding of the challenges we face in Mid Wales can only be built through direct interaction, and I hope the committee took away the message that our region must be treated as a distinct area with its own set of challenges and opportunities.

More visits like this are essential to show policymakers the real issues that our businesses, communities, and industries face daily. Only by visiting the region and speaking with those who live and work here can they gain the insights needed to make informed decisions that benefit our rural economy.

As the old saying goes, "those closest to the problem are often closest to the solution." The voices of Mid Wales must be heard if we are to shape policies that support - not hinder - our future.

Looking Ahead

Once again, I want to thank everyone who attended and provided feedback. Your voices are invaluable, and it’s only through continued collaboration that we can support our industry and our communities. The decisions being made now will shape the future of our region for generations to come.

While politicians may come and go, the policies they implement leave lasting impacts on the businesses, people, and communities of Mid Wales.

As Chief Executive of MWT Cymru, I am committed to ensuring that our voices continue to be heard. Let’s keep these important discussions going, and together, we can ensure that Mid Wales remains a vibrant, thriving region for years to come.

After the success of promoted off-road cycle tourism routes such as King Alfred's Way and Traws Eryri. Cycling UK, formerly the Cyclist's Touring Club, is proposing their next promoted route explores Shropshire and the Welsh Marches.
 
"The Marcher Castles Way will be a circular route, approx 280 km long, beginning in Shrewsbury. The route will link together the best of existing promoted routes and heritage locations, offering an exciting new sustainable tourism offer in the area, and providing new opportunities for people to enjoy and connect with nature, landscape and local history."
 
Full consultation details are available online here: https://arcg.is/181SGX (with a link at the end to offer your feedback on the proposals).

Shrewsbury - Wroxeter Roman City -  Ironbridge Gorge WHS - Wenlock Edge - Brown Clee - Titterstone Clee - Ludlow - Knighton - Offa's Dyke - Kerry Ridgeway / Newtown - Montgomery - Stiperstones - Long Mynd - Shrewsbury.

 

Accommodation, attractions, tours and events can reach new customers through a broad range of distribution channels and unique campaigns, brought together in one platform.

That platform is Tourism Exchange Great Britain (TXGB), but what is it and how does it work? What are the benefits for your business?

catch up with our short webinar (recorded in August) all about TXGB, including case studies and answers to frequently asked questions.

​If you want to enable more online bookings, or become bookable online for the first time, this free 30 minute Zoom webinar is for you.

​Passcode for MWT Members: kq$3YXti