Research and statistics

The Cambridge Model is an economic modelling method that reports the estimated volume, value and economic impact of the visitor economy.

It uses a combination of data derived from national survey surveys as well as locally-derived data from a variety of sources including visitor attractions, resident population footfall data from larger retail outlets, accommodation stocks and occupancy rates.

Economic Impact of Tourism – Pembrokeshire Report – 2021

Economic Impact of Tourism – Pembrokeshire Report – 2020

Economic Impact of Tourism – Pembrokeshire Report – 2019

The overall aim of this study, is to gain a detailed profile of leisure visitors to Wales. It also provides feedback on visitor satisfaction to improve Visit Wales’ understanding of the motivations, needs and behaviours of visitors to Wales.

The study covers three separate categories of visitors.

1. UK staying visitors
2. UK day visitors
3. Overseas visitors

For the first time, the survey includes a qualitative study of holiday makers in Wales, which reveals why visitors feel the way they do about aspects of their visit and provides examples of individual experiences in more detail

Wales Visitor Survey 2019 – staying visitors

Wales Visitor Survey 2019 – day visitors

Wales Visitor Survey 2019 – overseas visitors

Wales Visitor Survey 2019 -qualitative research findings

Pembrokeshire-Wales Bedstock Survey Report 25.04.22

Funded by the Welsh Government Coastal Capacity Building Challenge Fund and conducted by Miller Research, the study ‘Economic and Social Evaluation of the Outdoor Activity Sector in Wales.’ shows  the significant economic and social value of outdoor activities in Wales. This research indicates that the sector contributes

• £1.6 billion annually to the Welsh economy
• supports an estimated 31,000 jobs
• provides a mental health value of £26.5 million to Wales
• a change in primary reason for participation to a focus on mental health and a sense of well being

We believe that these findings provide a strong foundation for policy discussions to support and develop the outdoor activity sector in Wales further.

A noteworthy finding is that a 10% increase in participation, based on a model by Sport England, could potentially increase social value by £187 million.

We invite you to review the Executive Summary and Full Report.

PCF and WATO, with the support of key stakeholders, would like to harness these insights to create a strategic plan for adventure tourism, aimed at further enhancing the contribution of outdoor activities and the adventure activity sector to a flourishing and healthy Wales.