Webinar: How to unlock high-spend tourism opportunities

Visit Wales was pleased to share the experience and tips of our expert panel as they delved into the latest trends and expectations for attracting high-spend visitors to Wales.

A recording of the webinar, and other useful information from the session, are now available below. This is a must-watch session for businesses looking to capitalise on Wales' distinctive offerings.

During the discussion the panel

shared real-world examples.
explored how businesses can drive visitor engagement without large marketing budgets.
how Wales has the unique chance to tap into both international and domestic markets for high-spend visitors, offering distinct advantages based on its rich cultural and natural heritage.
and how collaboration is key to sustainable tourism growth. Exploring how working with Visit Wales and other partners, including digital platforms, can help build a resilient and thriving tourism industry in Wales.

Our panellists:

Joss Croft OBE, Chief Executive, UKInbound

Leads the award-winning trade association for the UK’s second-largest service export sector. He is passionate about developing people, delivering exceptional service, and driving growth. Joss is a dynamic leader with expertise in the international visitor economy and business challenges.

Karin Gidlund, Karin Tourism Solutions

An experienced tour operator, having worked for top operators like CIE Tours, Rabbie’s and Abbey UK and Ireland. She now consults for tourism businesses, aiding destinations to become travel trade ready, create bookable experiences, and implement digital transformations. Her efforts focus on enhancing online booking capabilities.

Phil Scott, Founding Partner Owner Director of RibRide

One of Wales’ leading adventure tourism businesses, has helped North Wales’ development as a leading European adventure destination. Formerly chair of Visit Wales’ North Wales Tourism Forum, Phil has encouraged a regional approach to adventure tourism, with a mission to make adventure tourism accessible to all.

Jane Rees-Baynes, Elm Grove Country House

The third generation running Elm Grove Country House and former Chair of Visit Pembrokeshire, adapted to tourism challenges by collaborating with Destination Management Companies (DMCs), TXGB, and FIT (fully inclusive/ independent tour) companies since 2020, in a move away from reliance on Online Travel Agents (OTAs) with high commissions. This strategy has proven highly successful for her 11-bedroom period property near Tenby, Pembrokeshire.