This study uses the COM-B model to explore perceptions, motivations, and barriers to visiting Wales. In 2026, this research covered the UK, the USA and Germany.
This is the latest release
Visit Wales, the Welsh Government's tourism team, is responsible for deploying tourism campaigns in the UK and internationally to position Wales as a leading tourist destination.
The primary research objectives of the survey were to:
- explore perceptions, motivations, and barriers to visiting Wales among potential visitors
- understand the holiday destination decision-making process through the COM-B behavioural change model
- identify differences across key audience segments
This detailed report analyses insight from 84 interviews conducted in January and February 2026 amongst UK, US and German trip-takers who would consider Wales as a holiday destination.
Reports
Visit Wales consumer market demand COM-B: UK, USA and Germany (2026) , file type: PPTX, file size: 55 MB
Contact
Tourism Research
Email: TourismResearch@gov.wales
Rydym yn croesawu gohebiaeth yn Gymraeg / We welcome correspondence in Welsh.
Media
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