 The former chief executive of Machynlleth-based MWT Cymru received a special presentation at the Mid Wales Tourism Awards 2024 ceremony to mark her 25-year contribution to the industry.
Val Hawkins, MBE, retired earlier this year but continues to support MWT Cymru, which represents around 600 tourism and hospitality businesses across Powys, Ceredigion and Southern Snowdonia (Eryri), as a consultant. She has worked in the tourism sector for more than 40 years and her contributions to the company and the wider industry were recognised last year when she was awarded an MBE for her services to tourism and the Welsh economy. Val has been succeeded as chief executive by Zoe Hawkins, who was promoted from operations manager in March this year, after 14 years’ service. MWT Cymru chairman Rowland Rees-Evans and Mid Wales Regional Tourism Forum charman Steve Hughson both thanked Val for her outstanding service to tourism. Presenting her with a gift and bouquet, Mr Rees-Evans thanked her for safely guiding the company through many major challenges during her service. He said she is widely respected within the tourism industry not just in Wales, but across the UK. “I can’t tell you how proud we were when she was recognised with an MBE last year for her contribution to our industry,” he added. Mr Hughson described Val as “a force of nature” and said the MBE was well deserved. “I know how much work she did behind the scenes to protect the tourism sector not just in Mid Wales but the whole of Wales,” he added. Val, who lives in Newtown, was born in Glasgow and worked in the hotel sector in Scotland, including the famous Gleneagles Hotel, before becoming Rowntree Mackintosh’s first female sales representative in Scotland. The sales role led her to England’s South Coast where she met her husband, Mike and the couple moved to their current Newtown home on Christmas Eve 1979 when his parents retired from the farm. Whilst raising their three daughters, Val ran a farm guest house at their home for 10 years before she joined Mid Wales Tourism as membership manager in June, 1999. Working with a range of partners, she secured European funding for a successful training project for Powys tourism businesses and communities and was promoted to general manager in 2005-‘06, a job title that developed to chief executive. Val helped to develop and implement pioneering digital technology, with Mid Wales becoming one of the first UK regions to have a destination management system and launched the first Visit Mid Wales regional website in 2001, which expanded to cover the whole of Wales. “I am proud that MWT Cymru brings together businesses, local communities and national organisations here in Mid Wales which has helped to reinforce the position and reputation of the company,” she said.
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 Tourism leaders are calling on the Welsh Government to provide interim funding to keep open cafes and shops at three Natural Resources Wales (NRW) visitor centres until businesses can be found to run them.
MWT Cymru (Mid Wales Tourism) chief executive Zoe Hawkins and Mid Wales Tourism Forum chairman, Steve Hughson have both expressed grave concern about the economic impact of the closures, announced last week. They have also questioned how much money the NRW will actually save by the cuts. NRW says it’s closing the cafés and shops at the visitor centres at Bwlch Nant yr Arian and Ynyslas near Aberystwyth and Coed y Brenin near Dolgellau as part of £12 million budget cuts. MWT Cymru, an independent membership organisation representing around 600 tourism businesses across Powys, Ceredigion and Southern Snowdonia, organised a high level meeting in September with Members of the Senedd, industry leaders and senior NRW officials to discuss the closure plans and their potential impact. During the meeting, MWT Cymru, Mr Hughson and other stakeholders called for interim funding to maintain operations until businesses are found to take over the cafes and shops at the centres. NRW estimated that between £1.2 and £1.4 million would be needed. Miss Hawkins says the three centres attract nearly half a million visitors a year to Mid Wales and are crucial to the local economy and sustainability of rural communities. “While we understand NRW’s reasons for considering closures, opportunities for external management must be explored to ensure continuity and support for the region’s economy,” said Miss Hawkins “If these facilities close, investment in marketing these sites becomes uncertain. What guarantees can NRW provide that visitor numbers will not decrease, impacting towns, businesses and families reliant on this local spending? “If these facilities were run by private businesses facing similar losses through their management, such actions might be understandable. However, as an arm of the Welsh Government, NRW has responsibilities beyond profit. “The socio-economic impact appears to have been overlooked, with potentially serious consequences. With more visitors to these sites than the combined population of Ceredigion and Gwynedd, it’s clear that closures could have significant economic repercussions.” Mr Hughson said he was disappointed that NRW had not agreed to the sensible solution of keeping open café and shop facilities at the visitor centres until businesses could be found to take them over. “We hoped that there was room for further negotiation to find a long term, sustainable solution and, in particular, to avoid the centres being closed,” he added. “We wanted to ensure continuity, but hopefully they will still be able to find third parties to run these centres. It’s important that they stay open. “It seems that the centres will still be open to some extent under the proposals announced by NRW, so I would like to know how much will they be saving by closing the cafés and shops? “The centres will still need to be well maintained and safe if they are open to the public. They make a great contribution to the Mid Wales tourism industry as they attract people who go on to visit other attractions in the region. “I would like to know how these closures fit in with the Welsh Government’s target for growth.” MWT Cymru is lobbying local Members of the Senedd, Elin Jones, Ceredigion and Mabon ap Gwynfor, Dwyfor Meirionnydd to put pressure on the Welsh Government and NRW to delay the closures.  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. 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  MWT Cymru’s retiring chairman Rowland Rees-Evans (left) with his successor, Dylan Roberts, vice chairman Suzy Davies and chief executive Zoe Hawkins.
MWT Cymru, which represents around 600 tourism and hospitality member businesses across Powys, Ceredigion and Southern Snowdonia, has elected a new leadership team following the annual meeting on Tuesday. Rowland Rees-Evans, a director of Penrhos Park, Llanrhystud, near Aberystwyth, stood down as chairman after eight years and is now chairman of the Wales Tourism Alliance (WTA). Replacing him is Dylan Roberts, from Bow Street, near Aberystwyth, joint managing director of multi-award-winning Salop Leisure, which has bases in Shrewsbury, Machynlleth and Stourport-on-Severn. New vice chairman is Suzy Davies, who lives near Machynlleth, a former Member of the Senedd who recently stood down after three years as WTA chairman. Mr Roberts told the meeting, held at Nanteos Mansion, near Aberystwyth, he was privileged and honoured to be appointed chairman and said he was delighted to have Mrs Davies as his vice chairman. He praised Mr Rees-Evans for his “tireless work, enthusiasm and commitment” and congratulated him on his new role as WTA chairman. “Suzy brings a wealth of experience from her career, her time in the Senedd and as chair of the WTA,” he added. “She will be the voice of MWT Cymru in most PR matters, collaborating with other sector representatives, trade associations and with our politicians in the Senedd and Westminster. “I will concentrate on offering guidance and assistance to Zoe Hawkins (MWT Cymru chief executive) and her team, ensuring the company continues to serve its members and flourish. “Together, we aim to promote and represent the interests of our members, encouraging development, respecting the environment, culture and communities, where we live and run our businesses and ensuring a thriving tourism economy for Mid Wales.” Having worked for Salop Leisure for 35 years, Mr Roberts is a director of the British Holiday and Home Parks Association (BH & HPA), represents the National Caravan Council on the Caravan and Camping Forum for Wales and is a member of the Mid Wales Regional Tourism Forum. Apart from being one of the UK’s leading caravan and motorhome dealerships, Salop Leisure operates 11 caravan holiday parks and four self-catering houses in Mid Wales . “I am passionate about Mid Wales and the tourism offering in Wales,” he added. “We are truly blessed to reside in and be able to welcome visitors to our beautiful region.” He thanked MWT Cymru members for their continued support and appealed to them to act as ambassadors to attract other tourism operators and suppliers into membership. “That way, collectively, we can continue to passionately showcase Mid Wales as a thriving tourism destination which benefits so many other businesses and the whole community,” he said. “Don’t forget, we are all stronger as one voice for Mid Wales.” Mrs Davies also stressed the importance of the tourism sector in Mid Wales speaking with one voice during a challenging time for the industry. “A united voice is far more powerful and without you, there is no voice,” she said. “What we do as an industry really matters.” Tourism leaders are calling on the Welsh Government to provide interim funding to keep open cafes and shops at three Natural Resources Wales (NRW) visitor centres until businesses can be found to run them.
MWT Cymru (Mid Wales Tourism) chief executive Zoe Hawkins and Mid Wales Tourism Forum chairman, Steve Hughson have both expressed grave concern about the economic impact of the closures, announced last week. They have also questioned how much money the NRW will actually save by the cuts. NRW says it’s closing the cafés and shops at the visitor centres at Bwlch Nant yr Arian and Ynyslas near Aberystwyth and Coed y Brenin near Dolgellau as part of £12 million budget cuts. MWT Cymru, an independent membership organisation representing around 600 tourism businesses across Powys, Ceredigion and Southern Snowdonia, organised a high level meeting in September with Members of the Senedd, industry leaders and senior NRW officials to discuss the closure plans and their potential impact. During the meeting, MWT Cymru, Mr Hughson and other stakeholders called for interim funding to maintain operations until businesses are found to take over the cafes and shops at the centres. NRW estimated that between £1.2 and £1.4 million would be needed. Miss Hawkins says the three centres attract nearly half a million visitors a year to Mid Wales and are crucial to the local economy and sustainability of rural communities. “While we understand NRW’s reasons for considering closures, opportunities for external management must be explored to ensure continuity and support for the region’s economy,” said Miss Hawkins “If these facilities close, investment in marketing these sites becomes uncertain. What guarantees can NRW provide that visitor numbers will not decrease, impacting towns, businesses and families reliant on this local spending? “If these facilities were run by private businesses facing similar losses through their management, such actions might be understandable. However, as an arm of the Welsh Government, NRW has responsibilities beyond profit. “The socio-economic impact appears to have been overlooked, with potentially serious consequences. With more visitors to these sites than the combined population of Ceredigion and Gwynedd, it’s clear that closures could have significant economic repercussions.” Mr Hughson said he was disappointed that NRW had not agreed to the sensible solution of keeping open café and shop facilities at the visitor centres until businesses could be found to take them over. “We hoped that there was room for further negotiation to find a long term, sustainable solution and, in particular, to avoid the centres being closed,” he added. “We wanted to ensure continuity, but hopefully they will still be able to find third parties to run these centres. It’s important that they stay open. “It seems that the centres will still be open to some extent under the proposals announced by NRW, so I would like to know how much will they be saving by closing the cafés and shops? “The centres will still need to be well maintained and safe if they are open to the public. They make a great contribution to the Mid Wales tourism industry as they attract people who go on to visit other attractions in the region. “I would like to know how these closures fit in with the Welsh Government’s target for growth.” MWT Cymru is lobbying local Members of the Senedd, Elin Jones, Ceredigion and Mabon ap Gwynfor, Dwyfor Meirionnydd to put pressure on the Welsh Government and NRW to delay the closures.  The chief executive of an independent organisation that represents 550 tourism and hospitality businesses across Mid Wales has spoken of her desire to work closely with newly elected MPs for the region to promote a thriving economy.
MWT Cymru covers Powys, Ceredigion and Southern Eryri (Snowdonia). New Labour MP for Montgomeryshire and Glyndwr is Steve Witherden, whilst new Liberal Democrat MP for Brecon, Radnor and Cwm Tae is David Chadwick. Ben Lake, MP for Ceredigion and Liz Saville-Roberts, MP for Meirionnydd Nant Conwy, were both re-elected for Plaid Cymru. Zoe Hawkins – region’s MPs have key role to play in thriving tourism sector. Zoe Hawkins, from Machynlleth-based MWT Cymru, said: “We wish them the best of luck in their roles and eagerly anticipate collaborating with them to bolster tourism and support our rural communities in Mid Wales. “Tourism in Mid Wales is more than just an industry; it’s a way of life that involves real people and real families who live, work and raise their families in our communities. “The unique landscapes, rich culture and authenticity of Mid Wales are the cornerstones of our tourism sector. By working closely with our new and re-elected representatives, we aim to ensure that our tourism businesses, sector and communities not only survive but thrive. “Effective collaboration between the UK and Welsh Governments and the tourism industry is crucial for achieving these ambitious goals. By fostering strong partnerships and engaging closely with local communities, we can create a vibrant and resilient tourism sector that benefits everyone. “Tourism creates jobs and drives economic growth, making it a vital component of our local economies.” Looking to the future, she added: “As we embark on this journey with our new and re-elected UK Government representatives, we are confident that by working together we can support a thriving tourism industry that supports our rural communities and showcases the best of Mid Wales to the world. “We look forward to the positive impact of our collaborative efforts and the continued success of our tourism sector.” |
