Tourism Loyalty to Wales

Each country asks visitors from time-to-time whether they would revisit their country. Today, customer satisfaction specialists say that there are only a few questions that matter. They are whether you would revisit and would you recommend to your friends and relatives. (The reason for asking whether you would recommend to friends is that you are felt to be more likely only to recommend it to people you know if you were really happy to do so.)

So in the latest survey by Visit Wales, 70% of people said they would revisit and 86% said that they would recommend. These are high figures so, naturally, Alan Ffred Jones, the Assembly minister responsible for tourism and Visit Wales are rather pleased.

I have frequently written that tourism offers vital economic support in terms of jobs and local income. On the back of this report comes a plan by the North Wales Tourism Partnership (NWTP) to build on the 37,000 current jobs that exist in tourism in North Wales and the £1.8 billion that gets fed into the local economy. Overall fewer of us have been visiting Wales over the last few years. It"s not just the recession because the decline has been over the good times and the bad. You might have thought that staycationing in Wales might have been popular last year so the figures may well rise. Over the last three years or so the number of people visiting Wales has dropped by over a million to just over 9.5 million visitors and that includes both people from the home countries and from abroad.

Why is it when the recommends and the revisit figures are so high?

The answer is that the latest satisfaction levels are higher than the last time the same survey was undertaken in 2006. With new higher figures, the number of us visiting Wales may well rise. But lots of other areas are spending more and more as the benefits of us visiting their destinations become more obvious. And Visit Wales has had its budgets cut. The satisfaction levels have risen but will we go now that there will be less money spent on attracting us?

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