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Tourism tax plans spark concern among Pembrokeshire business leaders

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WILLIAM McNAMARA, Chief Executive of Bluestone National Park Resort, has expressed concerns over the Welsh government’s proposed tourism tax, warning it could make Wales a less attractive destination for families and visitors.

Speaking about the plans, which include a £1.25 overnight charge for guests at hotels, B&Bs, and self-catered accommodation, McNamara highlighted the potential risks to Wales’ competitiveness in the UK market.

“Wales risks becoming less attractive to visitors, especially families, who may view this as an additional cost in an already competitive UK market – particularly as this levy is not being introduced in England,” he said.

McNamara also questioned the flexibility given to councils to raise charges in the future, calling it “an element of uncertainty that must be carefully managed.”

Bluestone, a 5-star luxury holiday resort in Pembrokeshire, is known for promoting sustainable tourism and celebrating Wales’ heritage and natural beauty. While McNamara acknowledged the need to invest in local infrastructure, he stressed that any levy must be implemented thoughtfully.

“It is crucial that this levy is implemented thoughtfully and transparently to support both visitors and businesses – especially for those already navigating economic challenges,” he said.

The tourism sector, often referred to as the backbone of rural communities, plays a vital role in areas like Pembrokeshire. McNamara emphasised the importance of reinvestment but warned the success of the tax would hinge on clear accountability for how funds are spent.

“Reinvestment in rural areas can undoubtedly bring benefits. However, the success of this levy will depend on clear accountability for how funds are used and a commitment to ensuring Wales remains a welcoming and competitive destination for all,” he said.

Meanwhile The Wales Tourism Alliance said that the tourism and hospitality industry contributes billions of pounds annually to the Welsh economy and employs over 11% of the working population and the Wales Tourism Alliance does not believe that a Visitor Levy is the right solution for Wales.  

The added that since it became clear that a Visitor Levy is a preferred policy for the Welsh Government they have put a huge amount of work in to ensure that any proposals would both recognise the importance of tourism to Wales and be fit for purpose.  

In a statement released on Monday (Nov 25) they said: “We are disappointed that a number of the key points on which we felt we had reached an understanding with the Welsh Government have not been adequately reflected in the proposed policy.  

“In particular we feel that the Welsh Government has missed a key opportunity to establish a registration scheme for self-catering accommodation that would have incorporated key health and safety criteria and assured visitors that their accommodation meets basic assurance standards.

“What has been proposed will instead increase the costs for tourism and hospitality businesses, which will be passed on to our visitors, without any perceived “added value”.  

“We are also disappointed that there is no clear commitment that the funding raised by the levy will be dedicated to improving the visitor experience in Wales.  We had emphasised the need for tourism and hospitality businesses and representative bodies to be involved with the decision making process on how the levy would be spent, but see no commitment to this.

“This was the Welsh Government’s opportunity to deliver a gold standard in tourism and accommodation – setting Wales apart from the rest of the UK.  Instead it has merely made Wales more expensive without any perceived added-value for our visitors.”

The proposed visitor levy, outlined in draft legislation, would see councils given discretion to implement the tax. It is expected to raise £33 million annually to fund services in tourism hotspots. However, industry leaders and opposition parties have criticised the plan, warning it could deter visitors and place additional strain on businesses.

Welsh Finance Secretary Mark Drakeford has defended the levy, calling it “fair” for visitors to contribute to the facilities and infrastructure they use.

Whether the tourism tax enhances or hinders Wales’ appeal as a top destination remains a topic of heated debate among businesses, councils, and visitors alike.

Business

Two Welsh companies feature in the Startups 100 Index 2025

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RETURNING for its 17th year, Startups.co.uk has unveiled the Startups 100 Index 2025, spotlighting the most promising UK startups. Two Welsh companies, Deploy Tech and PlantSea, have been ranked 47th and 60th, respectively, in the prestigious list.

The Startups 100 Index is the UK’s longest-running showcase of innovative young businesses. It highlights startups demonstrating groundbreaking ideas, strong financials, market opportunity, and a loyal customer base. Previous alumni include household names such as Monzo and Deliveroo.

Recognising Welsh innovation

Both Welsh startups achieved additional recognition in this year’s awards. Deploy Tech won the Startups 100 Social Impact Award, while PlantSea was shortlisted for the Sustainability Award, solidifying Wales’ reputation for entrepreneurial ingenuity.

To mark the launch of the 2025 Index, Startups.co.uk surveyed 531 business leaders, revealing a surge in Welsh business optimism. Seventy-five percent of Welsh businesses expressed confidence in the year ahead—a significant rise from the 58% reported in 2024.

Championing ideas with impact

47. Deploy Tech
“The IKEA of concrete infrastructure for water storage”

  • Founders: Paul Mendieta and Beren Kayali
  • Founded: 2020
  • Award: Winner of the Startups 100 Social Impact Award 2025

Deploy Tech revolutionises water infrastructure with its flat-packed, concrete-filled fabric solutions. These innovative systems are lightweight, easy to transport, and ideal for disaster relief, construction projects, and emergency responses. Collaborations with UNICEF and Oxfam highlight the global impact of Deploy Tech’s work, including earthquake relief efforts in Turkey.

60. PlantSea
“Tackling the UK’s plastic waste problem with seaweed-based packaging”

  • Founders: Rhiannon Rees, Alex Newnes, and Gianmarco Sanfratello
  • Founded: 2020
  • Award: Shortlisted for the Startups 100 Sustainability Award 2025

Inspired by Bali’s pollution crisis, PlantSea develops biodegradable and compostable packaging made from seaweed and plant-based materials. Backed by the Development Bank of Wales, the company is scaling up its efforts to combat plastic waste globally, driving sustainable packaging innovation.

A message from Startups.co.uk

Zohra Huda, Editor of Startups.co.uk, commented: “Who says you need to be born in the capital to succeed? This year’s Startups 100 Index proves that inspiration, innovation, and ingenuity abound in Wales. Deploy Tech and PlantSea are leading the charge, thriving despite the challenges of the post-COVID era and current economic landscape. Watch out, London.”

About the Startups 100 Index

The Startups 100 Index is based on five key criteria: financial health, external validation, market opportunity, innovativeness, and strength of concept. Businesses featured must have launched in the last five years, be privately owned, and be UK-based. A panel of expert judges selects the winners.

For the full list, visit: Startups 100 Index 2025.

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Business

£1.4 million now available for Welsh Marine and Fisheries Scheme

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MORE than £1 million in funding from the Welsh Government is now open to support the marine, fisheries, and aquaculture industry in Wales. The funding aims to drive sustainable growth in the sector while benefiting coastal communities.

Deputy First Minister for Climate Change and Rural Affairs, Huw Irranca-Davies

The £1.4 million funding package includes £700,000 for revenue and £700,000 for capital projects. The application window is open for 10 weeks, closing on 24th March, and encompasses a wide range of eligible activities across 11 categories.

What can the funding be used for?
The scheme supports various initiatives, including:

  • Expanding aquaculture site potential and upgrading vessel equipment to reduce emissions and boost energy efficiency.
  • Providing professional advice on marine environment sustainability, business development, and marketing strategies.
  • Funding optional health and safety equipment for onboard and land-based operations.

In the previous funding round, grants were awarded for projects such as ice machines, ice flakers, weighing scales, cool boxes for fishers, vessel modifications to enhance energy efficiency, and marine evidence gathering initiatives.

Encouragement from Deputy First Minister
Deputy First Minister for Climate Change and Rural Affairs, Huw Irranca-Davies, said: “The Welsh Marine and Fisheries Scheme is designed to create opportunities within the marine environment, coastal communities, and sustainable seafood across the entire supply chain, from production to processing and marketing.

“Our aquaculture, marine, and fisheries sector brings many important benefits. It provides a low-carbon, high-quality protein food source, supports future food security, and creates high-skilled jobs.

“I’d encourage those with an interest to take advantage of the funding to explore opportunities for growth, diversification, and innovation. Let’s use this scheme to build a more prosperous, fairer, and greener Wales.”*

Grant details

  • Maximum grant per application: £100,000
  • Minimum grant per application: £500

Support for applicants
Free, independent support is available through the Welsh Fisheries Animateur Pilot project, funded by the Welsh Government in collaboration with the Welsh Fishermen’s Association. For assistance, contact The Fisheries Animateur:

Applicants must be registered with Rural Payments Wales (RPW) Online, where the application and claims process can be accessed.

For more details, including guidance, visit the Welsh Government’s website.

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Business

Confidence curbed: Nearly half of UK professionals worry about staff retention

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NEARLY half of UK professionals (46%) are concerned about their employers’ ability to retain staff in 2025, according to the latest findings from Robert Walters’ Salary Survey. This concern comes amid rising inflation, cost-of-living pressures, and tax hikes, adding to an already tense employment market.

Job seeking on the rise

Despite these challenges, 65% of professionals plan to actively apply for and interview for new roles in 2025, with an additional 28% remaining alert to potential opportunities. Interestingly, while 48% of professionals lack confidence in the job opportunities within their sectors, 76% still intend to pursue new positions this year.

Chris Eldridge, CEO of Robert Walters UK & Ireland, stated: “Employers should take note that professionals are actively pursuing new job opportunities despite their confidence in the market being low. If employees don’t feel secure with their current employer, they’ll respond with their feet.”

Eldridge warned of a “double-edged sword” for businesses: “Companies that adapt and remain agile have the chance to attract top talent from competitors, while those failing to pivot risk losing key team members.”

Confidence at a low

The survey also revealed broader concerns about professional rewards and growth prospects. While 44% of professionals anticipated year-end bonuses for 2024, 45% will not receive any. This shortfall has added to doubts about their employers’ growth, with only 27% of professionals confident in their company’s 2025 projections.

Eldridge added: “Living costs, reduced bonuses, and ongoing economic instability have delivered blow after blow to both business and employee confidence. Employers must take action to reassure their teams and strengthen relationships to retain top talent.”

Budget constraints dominate employer concerns

On the employer side, 37% of UK businesses identified ‘budget constraints’ as their primary hiring challenge for the year. However, the survey suggests that retention efforts do not always require financial investments alone. Workplace culture and benefits are becoming increasingly important, with 65% of professionals prioritizing company values when evaluating new roles.

Top workplace benefits

The survey highlighted the top three workplace benefits that professionals value:

  • Private health insurance (80%)
  • Bonus schemes (77%)
  • Pension contributions (69%)

Eldridge emphasized: “In challenging markets, businesses must focus on retaining high-performing employees. Ensuring bonuses are paid to key contributors and ramping up workplace benefits, while aligning with social values and core company principles, will make the difference between thriving and diving in 2025.”

Investing in employee experience

With employee confidence wavering, businesses must prioritize the employee experience to safeguard their workforce and attract top talent. Eldridge concluded: “Companies that prioritize growth opportunities and align their operations with clear values will ensure they remain competitive, even in difficult times.”

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