Mid Wales Tourism Conference returns to The Metropole Hotel, Llandrindod Wells on Thursday, June 18.
Organised by Mid Wales Tourism (MWT Cymru), the conference marks 35 years of the independent company supporting independent tourism businesses across Powys, Ceredigion and Southern Eryri, while also looking ahead to the next generation of opportunities, challenges and change facing the visitor economy.
The event will bring together leading industry experts, business owners, national speakers, exhibitors and industry organisations to explore how tourism is evolving, how visitor behaviour is changing and what businesses need to understand to remain visible, competitive and resilient in the coming years.
The conference is being supported by Visit Wales, Powys County Council, Route Media, Cambrian Training and Castell Howell, alongside a full day exhibition featuring organisations and suppliers working directly with the tourism and hospitality sector.
Keynote speaker is Ross Calladine, VisitEngland’s head of business support and lead specialist and ambassador for accessible and inclusive tourism.
He works nationally with destinations and tourism businesses across England to help them better understand and access the growing accessible tourism market, often referred to as the ‘Purple Pound’.
His session, ‘Making every guest welcome: Practical tips to unlock the Purple Pound’, will explore how destinations can become more inclusive and why accessibility and neuro inclusion represent one of the tourism industry’s biggest growth opportunities.
MWT Cymru says the session is particularly relevant for Mid Wales, a destination naturally suited to many neurodivergent and accessibility needs through its open landscapes, quieter environments, slower pace and outdoor experiences.
Importantly, the conference will focus on practical, achievable changes businesses can make without significant additional costs.
Artificial intelligence and the future of tourism marketing will also form a major part of the programme, examining how AI is already changing the way visitors search for destinations, discover businesses and make travel decisions online.
Speakers will explore what businesses need to understand about digital visibility, changing search behaviour and future opportunities as technology continues to reshape tourism marketing.
Alongside future trends, the conference will also tackle major long-term business issues currently affecting many tourism operators, including succession planning, inheritance tax changes, retirement planning and gifting businesses to the next generation.
Additional sessions throughout the day will cover attracting younger staff into the industry, major upcoming events in Mid Wales, film and media opportunities connected to the Mid Wales Excalibur project and wider tourism trends shaping the future visitor economy.
Other confirmed speakers include Rebecca Falvey, The Open University’s senior manager for skills and innovation, Dan Freeman, director of Secret Planet and lead on the Excalibur project, Daniel Burgess, Powys County Council’s head of economy and climate and Ben Ewart-Dean from Neurodivergence Wales.
Claire Owen, from MWT Cymru, will introduce MWT’s new AI support tools and practical AI workshops for tourism businesses.
The conference will also feature a full day exhibition with exhibitors including Cambrian Training, Route Media, Elavon, Tremio, Eureka Capital Allowances, Da Mhile Distillery and Teifi Cheese, alongside other organisations supporting the visitor economy across Wales.
Zoe Hawkins, MWT Cymru chief executive, said: “This conference is about recognising how much our industry has changed over the last 35 years and looking honestly at what comes next.
“Tourism businesses across Mid Wales have shown enormous resilience through changing markets, legislation, economic pressures and shifting visitor expectations. This year’s conference aims to give businesses practical information, fresh ideas and confidence to maximise future opportunities.
“We want businesses to hear from experts and destinations outside Wales, so we can learn from wider industry experience, understand what is working elsewhere and ensure Mid Wales continues to move forward as a strong, welcoming and competitive destination.”
The conference is open to accommodation providers, attractions, activity operators, cafés, restaurants, food producers, retailers, destination partners and tourism businesses of all sizes.
