Welsh Government
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New tourism survey results for Wales published

The Minister for Heritage, Alun Ffred Jones, has welcomed the positive findings of the latest Wales tourism survey.

The majority of visitors questioned went away with a very positive impression, with 92% rating their stay either very good or excellent and the average rating for a trip was 4.5 out of 5.

5,601 visitors (day trippers and people on longer stays) to Wales were questioned on all aspects of their stay for the Wales Visitor Survey 2009.

Alun Ffred Jones said:

“I’m delighted and encouraged by the positive responses people have given to their stay in Wales.”

“This survey provides vital information on why and how people visit Wales and what their experiences are whilst they’re here. I hope this will also provide valuable information on how we can improve visitors’ experiences of Wales and ensure their stays are even better next time.”

He launched the Wales Visitor Survey 2009 during a visit to a Croeso Cynnes Cymreig / Warm Welsh Welcome training course, funded by the Welsh Assembly Government, at the Bulkeley Hotel, Beaumaris on Anglesey.

He added:

“This survey shows that friendliness of the people and the welcome received are amongst the best features of visiting Wales. Courses like this will ensure we maintain this high standard and help tourism business understand why people come to Wales so they can offer them the best possible experience during their stay.

“We will continue to support local tourism businesses to ensure Wales maintains it s reputation as a vibrant and attractive tourist destination.”

Amongst the other key findings of the survey were:

  • Short breaks were the most-mentioned type of trip, with 45% of Staying (more than one-day) Visitors classifying their holiday as a short break. 
  • 70% of all visitors stated that they “definitely would” visit Wales again in the next few years86% of visitors interviewed would definitely recommend Wales as a place to visit for family and friends
  • High ratings scores (out of 5) were recorded for the key elements of Friendliness of the People (4.4), Welcome Received (4.5), and Accommodation used (4.3).
  • Top attractions are nature attractions and castles/stately houses/historic sites which were visited by 73% and 72% of Staying Visitors respectively. 
  • Welsh food on the menu attracts Staying Visitors into restaurants with a quarter (25%) claiming they visited an eating establishment because Welsh food was on the menu.
  • The overall rating for Wales as a place to visit for day visitors was again 4.5 out of 5.
  • Almost 70% of Day Visitors were from other parts of Wales and overall 90% had visited Wales before.
  • When asked what was the main activity undertaken during their visit, the top mentions were:
    • General sightseeing/ touring 32%
    • Visits to the beach 17%
    • (Low level) walking 12%
    • Visiting historical buildings, heritage 12%
  • It is the landscape of Wales that attracts the highest level of endorsement, with two thirds or more rating the beautiful unspoilt coastline, countryside and beautiful scenery as something they particularly associate with Wales.

Related Links

In the summer of 2006, Visit Wales commissioned TNS Travel & Tourism to undertake a survey of visitors to Wales, to establish levels of satisfaction with all aspects of the visit.





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