Company steadfast in its mission to support the Mid Wales tourism industry

Zoe Hawkins, MWT Cymru chief executive.

MWT Cymru is steadfast in its mission to represent the tourism industry, amplify its voice, and contribute to a thriving Mid Wales economy, chief executive Zoe Hawkins told the independent company’s annual meeting.
 
Speaking at the meeting, held at Nanteos Mansion near Aberystwyth, Zoe said: “It’s vital that communities and decision-makers fully understand the value of tourism, not just for businesses but also for jobs, economic stability and the future of our towns and families.”
 
Machynlleth-based MWT Cymru is a not-for-profit company representing the best interests of around 600 tourism and hospitality member businesses across Powys, Ceredigion, and Southern Snowdonia. The organisation promotes and develops tourism in ways that protect the environment and benefit local communities.

Zoe revealed that MWT Cymru is developing an AI chatbot named Gwen to answer frequently asked questions on the Visit Mid Wales website.
 
She explained: “With more than 3,000 web pages supporting the promotion of our destination, we understand that it can sometimes be challenging to navigate. This is where Gwen is ready to step in, making information easier to find and creating a more conversational approach to marketing our destination.”
 
Plans have also been announced to host the annual Mid Wales Tourism conference in the autumn, with the venue to be confirmed.
 
Additionally, the IMI Wales digital platform, developed last year to connect local businesses in Powys with the region’s thriving tourism sector, will soon be rolled out across Wales.
 
Supported by Powys SPF funding, the platform provides small, independent businesses with affordable, cutting-edge technology to enhance collaboration and improve the visitor experience across towns and local communities in the county.
 
Zoe noted that several Mid Wales Tourism Awards winners will represent the region at the Visit Wales national awards on March 27, and she wished them success.
 
She also highlighted MWT Cymru’s ongoing fight to ensure that three National Resources Wales visitor centres - Bwlch Nant yr Arian, Coed y Brenin and Ynys Las - which attract over 500,000, visitors remain open until replacement operators are found. The closures will be debated in the Senedd on Wednesday, January 22, thanks to Mabon ap Gwynfor, MS for Dwyfor Meirionnydd.
 
Urging Mid Wales tourism businesses to engage with politicians during Wales Tourism Week from May 12-16, Zoe said: “The relentless challenges faced by tourism businesses in recent years - from the Covid pandemic and the 182-day occupation rule for self-catering accommodation to the cost-of-living crisis and the debate around a controversial tourism tax - have tested us.
 
“However, they have also shown the resilience of Mid Wales businesses and the power of collaboration. We cannot face these challenges alone and MWT Cymru will continue to work with the sector, politicians, the wider industry and our communities to ensure that Mid Wales thrives.”
 
Reflecting on her tenure since taking over as chief executive in March last year, she paid tribute to her predecessor, Val Hawkins, MBE, for her outstanding contribution and dedication over 25 years and thanked her for all her support over the last nine months.
 
Zoe, who also runs a tourism self-catering business, said this dual perspective gives her first-hand insight into the daily challenges faced by members.
 
“The rurality of Mid Wales often means that what works in other areas of Wales isn’t always suitable here,” she explained. “This requires a tailored approach to tourism, a message I will continue to champion on behalf of our region and its businesses.”
 
Looking forward, she highlighted the potential for positive narratives in 2025. “The introduction of IMI Wales in Powys offers an exciting opportunity to engage communities and spotlight the benefits of tourism,” she added.
 
She thanked MWT Cymru’s member businesses, colleagues and volunteer directors for their unwavering support, stating: “We cannot do this alone. It’s only through the dedication of staff, directors and the business community that we can advocate for not only our sector, but also the vital role it plays in the rural economy.
 
“Without Mid Wales Tourism, our region would lack unified representation, regional marketing, press and PR co-ordination and daily support for small businesses seeking guidance. The absence of these efforts would profoundly weaken our sector and the broader rural economy.
 
"As members, you act as our eyes and ears on the ground. With the collective power of more than 600 voices, we are stronger, more resilient and committed to building a thriving visitor economy which supports our community and creates a great place to visit, work and live.”
 
MWT will be hosting a webinar for businesses interested in learning more about its work and how they can get involved. The webinar will take place online on January 21, from 10:30 am to 11am. Register at: www.mwtcymru.co.uk/webinar.”