Tourism Barometer: summer wave 2026 (main findings)

Warm sunny weather attracted visitors

About a third (34%) of businesses have had more visitors this summer compared to last summer, and 45% have had the same level. Only a minority (21%) of businesses report a decrease. The upturn is consistent across all sectors and regions. For reference, the 2025 summer was about on par with 2024.

The most frequently cited reason for being busier is the weather (reported unprompted by 54% of operators being busier). Summer 2026 (June to August) was provisionally the warmest summer on record in the UK according to the Met Office, with many days above 30 degrees and very little rainfall until towards the end of August.

Uncertainty over disposable income continues to hinder demand

Not all businesses have enjoyed a busy summer, and their most frequently cited reason (unprompted) is ‘people lacking in disposable income’ (34%). Some businesses also point out that the warm weather did not help them, especially indoor attractions during spells of pleasant outdoor temperatures, or outdoor attractions offering little shade during heatwaves.

Upturn in overseas visitors

A third (32%) of businesses say they have had more overseas visitors than last summer, and half (50%) have had the same level. Mainland European markets have performed well, especially Germany and the Netherlands.

Tour de France cycling opportunities

Some (13%) businesses say that cycling tourism is ‘very important’ to the future of their business and a further 22% say it is ‘fairly important’. Among those considering cycling tourism to be important, 42% plan to take advantage of the long-term opportunity brought by the Tour raising the profile of cycling in Wales.

Meeting accessibility needs

One in five (20%) operators feel their business is ‘very well’ set up for customers with accessibility needs, and a further 40% consider they are ‘fairly well’ set up. Half (50%) of those considering to be well set up say they actively promote their business as such.

About a quarter (23%) of operators are interested in receiving advice from Visit Wales on how their business could become more accessible. The advice they seek the most is:

• how to apply for grants (69%)
• how to meet needs cost-effectively (52%)
• explanation of the different needs and how to meet them (52%)
• how to be legally compliant (45%)

Confidence

About one in five (18%) operators feel ‘very confident’ about running the business profitably this year, and a further 44% feel ‘fairly confident’. The fine summer weather has boosted visitor numbers but some operators point out that remaining profitable is hard work due to rising costs.
Good summer performance has helped to increase confidence this year. Confidence levels measured at the same time last year were hampered significantly by the rising cost of living. In September 2025, 21% of operators were feeling ‘very confident’ and 31% were feeling ‘fairly confident’.

Report authors: Anthony Lydall, Strategic Research and Insight

Views expressed in this report are those of the researchers and not necessarily those of the Welsh Government.

For further information please contact:

Research and Insights Team
Visit Wales
Economy, Energy and Transport
Cathays Park
Cardiff
CF10 3NQ

Email: tourismresearch@gov.wales 

Social research number: 106/2026
Digital ISBN: 978-1-80853-521-5