Welsh Attractions Protest Proposed Tourism Tax

In a move that showed their stance against the Welsh government’s proposed tourism tax, the Welsh Association of Visitor Attractions (WAVA) encouraged more than 100 of its affiliated attractions across Wales to shut their doors in protest.

The coordinated closures, which took place on December 10, 2024, aimed to highlight the potential damage the tax could inflict on Wales’ struggling tourism sector.

WAVA, a trade body representing a diverse range of visitor attractions from historic landmarks to family-friendly theme parks, has been a staunch advocate for the interests of Wales’ tourism industry.

The organization argues that the proposed tax would serve as a barrier for tourists when the industry struggles with significant challenges.

Why the opposition against guest fees?

The proposed levy, officially dubbed the “Visitor Levy,” would require overnight visitors to pay a small additional fee. While the Welsh government claims the funds would support local communities and the environment, WAVA and its members have raised concerns about its timing and economic impact.

According to WAVA, the tourism industry in Wales hasn’t fully recovered from the effects of the COVID-19 pandemic: tourism dropped by 1.6% last year, and industry insiders expect even fewer visitors in the coming year. Research from the Welsh Government reveals that more than 700 tourism jobs might disappear because of the tax.

In addition, rising costs for energy and staff have placed further financial strain on hospitality businesses.

The tax could also deter domestic tourists, who comprise a significant portion of Wales’ visitor base. Business owners fear that families from other parts of the UK may choose destinations where they don’t have to pay extra.

The bigger tourist tax picture

Wales isn’t the only destination considering a tourism tax. Popular international hotspots like Venice, Amsterdam, and Barcelona have already implemented similar levies. The number of destinations adopting these taxes is expected to grow in the coming years as governments seek sustainable ways to manage tourism.

This trend emphasizes the importance of appealing to local communities for service-focused businesses. Offering discounts for residents, hosting community events, and collaborating with local artists and vendors can help businesses build a loyal local customer base. Highlighting unique experiences like behind-the-scenes tours or locally sourced menus can help attractions and eateries stand out.

As the debate over the tourism tax continues, WAVA’s strike serves as a reminder of the delicate balance between generating revenue and sustaining a vital industry. The outcome of this proposal will set a precedent for other nearby regions in the UK and beyond facing similar decisions.

GEM’s Guest Experience Checklist

Here are a few basic actions businesses can start taking to appeal to local communities:

1. Offer neighborhood discounts: Create special pricing or loyalty programs exclusively for residents to encourage repeat visits and word-of-mouth promotion.
2. Host community events: Organize live music, seasonal festivals, or workshops that unite the local community and showcase local talent.
3. Feature local products: Partner with local artisans, farmers, and producers to create menus, gift shop items, or experiences celebrating regional culture.
4. Promote sustainability: Highlight eco-friendly practices and initiatives that benefit the local environment, such as beach cleanups or tree-planting events.
5. Engage through social media: Use platforms to interact with local audiences, share community stories, and promote exclusive offers or events.