Tourism Barometer: January wave 2026

The Barometer assesses business confidence in the Welsh tourism industry and provides indicative results at national, regional and sectoral level.

Main findings

Mixed 2025 performance by sector

Overall, 40% of tourism businesses had more customers in 2025 compared to 2024, 32% had the same level and 28% had fewer.

However, performance varied significantly by sector. Among non-accommodation businesses (attractions, activity operators, restaurants, pubs and cafés), 50% had more customers, 26% had the same level and only 24% had fewer. The picture is far more mixed among accommodation businesses however, with 34% of businesses having more customers, 35% having the same but 31% having fewer.

Businesses in South Wales (43% were up) performed better than North Wales (34% were up).

Much better weather than previous summer helped many businesses

Summer 2025 (June to August) was the warmest summer on record in the UK according to the Met Office, with above average levels of sunshine and below average rainfall. About one in three (34%) businesses with increased customers in 2025 attribute their upturn unprompted to the weather, which was unfavourable in 2024.

But the economic climate continues to hamper demand

About a third (34%) of businesses with decreased customers attribute their downturn unprompted to ‘people lacking in disposable income’, and 19% attribute the decline to ‘global economic uncertainty’.

Use of OTAs and direct booking facility

Most (80%) accommodation businesses use OTAs. Among those who do, most (81%) say they can also take live, instant direct bookings on their own website.

Among those using OTAs but not having a direct booking facility, some (19%) are interested in support to set one up, but most are content to continue doing business as they are.

Two thirds (67%) of businesses which use OTAs sometimes try and encourage guests to book directly. By far the most common method of doing this is to offer a discounted price (74% of respondents).

Confidence to operate profitably

About a third (32%) of businesses feel ‘very confident’ to operate profitably this year and a further 33% say they feel ‘fairly confident'. There are hopes for another summer of good weather.

Reports