Destination Intelligence

Destination Performance

In 2019 (pre-pandemic) 2.28 million visitors came to Monmouthshire, generating almost £245 million for the local economy. And between 2015 and 2019, tourism revenue grew by 18% in Monmouthshire, against a target of 10% between 2015 and 2020 for Wales.

In 2020, the economic impact of tourism reduced to £81.16m (67.7% decrease on 2019) due to the pandemic. Visitor numbers reduced to 536.4k (76.5% reduction on 2019) and FTEs reduced to 1,614 (48.3% reduction on 2019). 

2021 STEAM figures show encouraging signs of recovery of Monmouthshire's visitor economy with the economic impact of tourism increased to £182.79 million, visitor numbers increased to 1.5 million and the number of FTE jobs supported by tourism increased to 2,336. (Economic impact is up 122% on 2020 and down 28% on 2019 (pre-pandemic). Visitor numbers are up 180% on 2020 and down 34% on 2019. Number of FTEs are up 45% on 2020 and down 25% on 2019). As soon as 2021 comparative data is available for Wales and the region, the regional comparisons below will be updated. 

% change for Monmouthshire compared with the SE Wales averages as below (2019-20):

Economic impact (% change) -68% (-67% growth South East Wales average)
Visitor numbers (% change) -77% (-65% South East Wales average)
FTEs (% change) =) -48% (-47% South East Wales average)
Economic impact per visitor day (% change) +18% (£88.26 EIPVD) compared with -3% (£61.07 EIPVD South East Wales average)

The day visitor drop was responsible for bringing Monmouthshire’s visitor number performance below the regional average. Staying visitor numbers were less affected, and Monmouthshire’s 65% reduction in staying visitors is actually considerably better than the 71% fall seen across South East Wales as a whole.

In 2020 the furlough scheme meant that the 48% fall in employment was less than that predicted by the 68% fall in economic impact.

The % decrease for Monmouthshire between 2019 and 2020 was significantly more than the regional average for visitor numbers.  % change for Monmouthshire economic impact was generally in line with the regional average as it was for FTEs.  The % change for economic impact per visitor day however is significantly better than the regional average with EIPVD (visitor yield) the second highest in Wales and £27 higher for Monmouthshire than the average for SE Wales. 

Monmouthshire's tourism performance is measured using STEAM (Scarborough Tourism Economic Activity Monitor).

Download 2019 STEAM summary, the infographic and full report.

Download 2020 STEAM summary, the infographic and full report.

Download 2021 STEAM summary and full report. (Infographic to come)

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Destination Surveys

2019 Monmouthshire Visitor Survey Report

2016 Monmouthshire Visitor Survey Report

2016 Wye Valley Visitor Survey Report

Stakeholder Feedback Infographic

RDP Vale of Usk Visitor Information Review (March 2018)

Covid-19 Impact on Tourism Wales Summary (April 2020)

Association of Leading Visitor Attractions Covid-19 Recovery Tracker Research

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Destination Bedstock Maps

As part of our annual STEAM survey we review all the visitor accommodation on offer in Monmouthshire. We then put this accommodation into mapping software (removing all identifying data).

• Alternative Accommodation Map
   
• Caravan & Camping Map
   
• Serviced Accommodation Map
   
• Self Catered (Due to quantities these have been grouped by postcode, and split into North & South maps)
  • Monmouthshire Self Catered Accommodation (North)
  • Monmouthshire Self Catered Accommodation (South)