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New markets and customer experience top priorities for Welsh businesses in 2026

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WELSH businesses are increasingly looking to new markets and improved customer experience as key routes to recovery in 2026, according to the latest Quarterly Economic Survey from Chambers Wales South East, South West and Mid.

The survey for the final quarter of 2025 paints a challenging picture of trading conditions. Half of respondents (50%) reported a fall in UK sales over the previous three months, alongside declines in orders and advance bookings. The downturn was mirrored overseas, with 48% of businesses saying export sales had decreased, again accompanied by weaker orders.

Against this backdrop, more firms are identifying new markets as an opportunity for recovery. In Q4 2025, 55% of businesses cited new markets as a route to growth, up from 51% in the previous quarter. Interest in new international markets also rose sharply, with 39% selecting this option in Q4, compared with 32% in Q3.

Gus Williams, CEO of Chambers Wales South East, South West and Mid

Looking ahead to 2026, trade and market expansion continue to dominate business thinking. When asked about the biggest opportunities in the year ahead, firms highlighted exporting, accessing new UK markets, and expanding or consolidating their presence overseas.

Almost a third of Welsh businesses (32%) said exporting and importing would be their main focus in 2026. However, the most commonly cited priority was customer and client experience, selected by 59% of respondents as their key area of focus for the year ahead.

Gus Williams, CEO of Chambers Wales South East, South West and Mid, said the findings reflected a difficult end to the year for many firms.

“Our Q4 survey shows just how challenging the trading environment was for Welsh businesses as 2025 came to a close, with falling orders, weaker sales and continued pressure from costs, taxation and inflation,” he said. “Confidence remains fragile, particularly for SMEs.

“One bright spot is that firms are actively looking outward, identifying new markets both within the UK and internationally, and placing a renewed focus on customer and client experience as potential drivers of growth in 2026.

“With nearly seven in ten businesses lacking confidence in the Welsh Government’s ability to support growth, it is vital that policymakers listen to the lived experience of SMEs and respond with action. The private sector wants to collaborate with government, but trust needs to be re-established.”

 

Business

Local Senedd member hears retailer concerns ahead of election

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INDEPENDENT shop owners in Pembrokeshire have warned that rising costs and increasing pressures could threaten the future of small high-street businesses, during a meeting with local Senedd Member Samuel Kurtz.

Senior members of the Federation of Independent Retailers met the Carmarthen West and South Pembrokeshire MS on Friday (Feb 20) at a Tenby store run by Vince and Fiona Malone.

The couple, who expanded their retail and Post Office business from three staff in 2014 to fourteen employees today, said they were now facing significant financial pressures. These include rising business rates expected to take effect in April, higher employer National Insurance contributions, and above-inflation increases to the National Living Wage.

The meeting also covered the Federation’s manifesto for the upcoming Senedd elections in May, which calls for action to tackle retail crime, reduce cost burdens on small businesses, and ensure the proposed Deposit Return Scheme for recycling is cost-neutral and aligned with the rest of the UK.

Samuel Kurtz MS, who has represented the area since 2021, is standing in the new Ceredigion Penfro constituency at the election, which will see the Senedd expand from 60 to 96 members under a new proportional representation system.

Speaking after the visit, Mr Kurtz said he valued the opportunity to hear directly from retailers about the challenges they face, adding that their experience would help inform political discussions ahead of the election.

Vince Malone said the Federation had written to all candidates standing in the new constituency and looked forward to meeting representatives from other political parties in the coming weeks.

 

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Ryanair launches Summer 2026 schedule from Cardiff with fares from £29.99

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RYANAIR has announced its Summer 2026 schedule from Cardiff Airport, offering five routes including popular holiday destinations Alicante, Faro, Malaga and Tenerife, as well as the city break favourite Dublin.

The low-cost airline said it will increase frequencies on four routes — Alicante, Dublin, Faro and Malaga — giving Welsh passengers more travel options and improved connectivity throughout the summer season.

Flights are now available to book via the Ryanair app, with fares starting from £29.99.

Ryanair’s Director of Communications, Jade Kirwan said: “Ryanair is pleased to launch our Summer 2026 schedule at Cardiff, offering five routes with extra frequencies on four of these routes, including holiday hotspots like Alicante, Faro and Malaga, as well as the top city break destination Dublin. This provides Welsh customers with even more low-fare choice and regular connections for their Summer 2026 getaways.”

Cardiff Airport Chief Executive Jon Bridge welcomed the announcement, highlighting the importance of the Dublin route in particular.

He said: “It’s great to see Ryanair strengthening its commitment to Cardiff Airport, with the Dublin service now operating daily throughout the summer and increasing to twice daily on selected days in October 2026. This is a hugely popular route, particularly for business travellers, providing a vital gateway between Ireland and Wales and strengthening economic ties between our Celtic nations.

“Alongside Dublin, we’re delighted to see Ryanair offering a strong portfolio of summer destinations from Cardiff, including Alicante, Faro, Malaga and Tenerife. These routes provide fantastic choice for Welsh travellers seeking a well-earned break, while also supporting tourism and connectivity.”

The airport said the expansion reflects continued demand for convenient low-cost travel from Wales.

 

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Business

Saundersfoot beachside café redevelopment to take place

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PLANS for retractable awnings to protect visitors to a Pembrokeshire village beachside café have been given the go-ahead by the national park.

In an application to Pembrokeshire Coast National Park, the Saundersfoot Beach Company sought permission for the erection of two manually controlled full cassette awnings at the Beachside Cafe, to the rear of the Old Chemist Inn, The Strand, Saundersfoot.

No objections were received from local community council Saundersfoot.

An officer report recommending approval said: “The café is a modern, stone-clad kiosk building, which serves café food and drinks. It faces east onto the sands of Saundersfoot Beach, to the north of Saundersfoot Harbour, with views of Saundersfoot Bay and the wider Carmarthen Bay beyond.”

It added: “The property is accessed from the beach, and through the ‘Old Chemist Inn’ and lies amongst a mixture of modern and traditional buildings within Saundersfoot Conservation Area.

“This application proposes attaching two canvas full cassette awnings to the principal (east) elevation of the kiosk building. It is considered by this authority that the proposal is acceptable, subject to suitably worded conditions and a recommendation to grant consent is made.”

The application was conditionally approved by park planners.

 

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