More than 60 per cent of respondents in a survey conducted on behalf of Southern Wales Tourism said that they may include the area in their future programme, with 42 per cent hoping to run tours in 2021, Covid-19 restrictions permitting, and 46 per cent planning for 2022 and 12 per cent for 2023 onwards. The survey, carried out by Steve Reed Tourism, also found that over 30 per cent of respondents felt that their perception of Southern Wales had changed for the better in the last two years, some citing the removal of the Severn Bridge tolls, while others felt that they had become better informed about the area through fam visits and TV programmes.

Southern Wales Tourism, a CTA member, has actively targeted coaches and groups in a concerted effort to bring bookings to their tourism partners, including attractions, hotels, venues and destinations. A series of ‘meet the tour buyer’ events coupled with familiarisation visits to attractions around Southern Wales has helped put the area firmly onto the group travel map.

“With the advent of the COVID pandemic and its impact on the travel and tourism industries, we decided to take an instant snapshot of how the UK’s travel trade feel about bringing their groups of spending visitors back to Southern Wales,” says Vicky Jones, project officer, Southern Wales Tourism. “The response has been very reassuring with a great many past and potential tour planners stating quite clearly that they will indeed resume bringing groups as soon as it is safe to do so.”

The findings of the survey are available on the Southern Wales website