As part of its statutory function to promote, develop and monitor tourism in Wales, Visit Wales undertakes a regular programme of research to provide information on the
volume, value and character of tourism in Wales.
In late 2010 Visit Wales commissioned Beaufort Research to conduct a research study amongst overseas and UK Visitors to Wales, both Staying and Day, between April to October 2011. This replicated and updated similar surveys, conducted amongst Staying Visitors in 2000, 2001, 2003, 2006 and Staying and Day Visitors in 2009.
The overall aim of the study was to improve and build upon Visit Wales’ understanding of the motivations, needs and behaviours of visitors to Wales.
While the project was commissioned by Visit Wales, and took a Wales-wide view of visitors, several local authorities and two public bodies also took advantage of the research and bought into it by boosting the volume of interviews at particular locations, and adding area-specific questions to the survey in order to measure specific local elements of the visitor’s experience.
Those buying into the 2011 UK Visitor Survey were:
• Neath Port Talbot County Borough Council
• Powys County Council
• Conwy County Council
• Ceredigion County Council
• Arts Council of Wales
• Mid Wales Tourism Partnership
• Southern Wales Tourism