WORKERS in Wales say they now need to earn around £42,000 a year to live comfortably – some £6,000 more than the region’s average salary of £36,000, according to new research.

The findings, based on a survey of 5,000 UK professionals carried out as part of the annual salary guide produced by recruitment firm Reed, highlight the growing financial pressure facing employees across Wales.

Around 15% of workers in Wales said they were unhappy with their pay, with a third (33%) citing the rising cost of living as the main reason salaries no longer feel sufficient.

Becky Hole, Regional Director at Reed, said the results underline a widening gap between earnings and everyday living costs.

“Wales has always had a resilient workforce, but these findings highlight a growing disparity between what people earn and what they need to feel secure,” she said.

“The rising cost of essentials is biting hard, and for many people in the region the gap between income and expenditure is becoming increasingly difficult to bridge.”

The survey also suggests many households are left with very little spare income once essential bills are paid.

More than a quarter of workers in Wales (28%) said they have £100 or less remaining each month after covering necessities such as housing, food, and utilities. A further 9% said their entire salary is consumed by essential costs, leaving them with no disposable income at all.

On average, workers in Wales reported having around £601 per month remaining after essential bills.

The financial squeeze is also influencing career decisions. Reed’s research indicates that employees are becoming increasingly cautious about changing jobs, prioritising stability over risk during uncertain economic times.

“We are seeing a distinct trend in the Welsh job market where stability is becoming the new currency,” Ms Hole added.

“Employees are less inclined to take risks on new roles unless the financial reward is substantial. The data suggests people are prioritising secure employment and strong benefits packages over the unpredictability of changing jobs. For many, it is a time of consolidation rather than speculation.”

The research suggests employers hoping to recruit staff from competitors would need to offer an average pay increase of £10,729 to tempt workers to move. By contrast, an average pay rise of £3,532 would be enough to persuade many employees to stay with their current employer.

More than a quarter of respondents (27%) also said they would not be willing to give up workplace benefits in exchange for a higher salary.

Ms Hole said employers need to consider the wider package they offer staff if they want to attract and retain talent.

“For employers in Wales, this is a wake-up call to look at the total value proposition they offer,” she said.

“It is not just about the salary figure anymore – it is about providing a safety net. Benefits that support financial wellbeing, mental health, and work-life balance are becoming critical tools for retention and recruitment. Businesses that can offer this kind of holistic support will be the ones best placed to keep their talent during these challenging times.”

VISIT PEMBROKESHIRE will host a highly anticipated political Q&A session at its upcoming Tourism Summit 2026, giving tourism businesses the opportunity to engage directly with candidates standing in the forthcoming Senedd elections this May.

As Wales’ first and only hybrid Destination Management Organisation, Visit Pembrokeshire brings together both public and private sector partners to support and develop the region’s visitor economy. This collaborative approach will be reflected in the format of this year’s summit, which combines leading industry speakers with a dedicated political panel discussion.

The Q&A session will provide a platform for tourism operators and industry professionals to raise key issues affecting the sector, while offering political candidates the opportunity to outline how their respective parties plan to support Pembrokeshire’s most significant economic driver.

Tourism businesses across the county continue to navigate a changing policy landscape and wider economic pressures. These include the 182-day rule for self-catering accommodation, rising operating costs, the proposed Visitor Levy, and increasing regulatory and licensing requirements.

For many operators, these pressures come alongside ongoing challenges such as recruitment difficulties, seasonality, energy costs and the need to maintain year-round viability for the many small and family-run businesses that form the backbone of Pembrokeshire’s visitor economy and rural communities.

The session will explore how the sector can work collaboratively with policymakers to support a thriving visitor economy while delivering Visit Pembrokeshire’s shared ten-year vision of becoming a world leader in regenerative tourism.

Neil Kedward, Chair of Visit Pembrokeshire’s Board of Directors, said: “Tourism is Pembrokeshire’s largest economic driver and supports thousands of local jobs, businesses and communities. With the upcoming Senedd elections, this summit provides an important opportunity for the sector to engage directly with those who may help shape the policies that affect our long-term future.

“We want our political representatives to succeed, and that means ensuring they are properly informed, connected to the businesses on the ground, and able to hear first-hand about the opportunities and challenges facing the industry. Creating space for open dialogue like this is an essential part of modern politics, particularly at a regional level where the impact of decisions is felt most directly.

“Our hope is that these conversations help build stronger understanding and partnership between tourism businesses and policymakers as we work together towards a thriving and regenerative visitor economy.”

Emma Thornton, Chief Executive of Visit Pembrokeshire, added: “The Tourism Summit is designed to bring together the people shaping the future of Pembrokeshire’s visitor economy. By inviting political candidates to hear directly from tourism businesses, we are creating an open platform for meaningful discussion about both the challenges and opportunities facing the sector.

“Pembrokeshire has an incredibly strong tourism industry, and collaboration between business, government and communities will be essential in ensuring it continues to grow in a sustainable and responsible way while achieving our shared long-term vision for the visitor economy.”

The Visit Pembrokeshire Tourism Summit 2026 will bring together tourism operators, policymakers and industry leaders from across Wales for a day of insight, discussion and networking focused on the future of the region’s visitor economy.

The event is proudly supported by Barclays, whose sponsorship reflects a shared commitment to supporting local businesses and the continued growth of Pembrokeshire’s visitor economy.

Tickets are available now via Eventbrite.

A CALL for the relocation of a Pembrokeshire farm diversification scheme which packages and distributes specialist medical equipment across Europe has been given the final go-ahead by councillors.

In an application recommended for refusal at the March meeting of Pembrokeshire County Council, Mr Van Der Spoel sought permission for the relocation and expansion of an existing farm diversification business into an existing agricultural building at Castle Villa, Hayscastle.

The proposals were before full council rather than its planning committee as members had twice gone against officer recommendations of refusal with a ‘minded to’ support for the scheme, and a ‘cooling off’ period, meaning a final decision would need to be made by all councillors.

Last July a similar application by Mr Van Der Spoel, through agent Harries Planning Design Management, was refused by planning officers.

A supporting statement for that application said the Dutch-born applicant, together with his wife and adult daughter ran the farm diversification business packing specialist medical insulated insulin supplies at their sheep farm.

It added: “The business run from this site is FRIO ASTRID EURO Ltd, which has a franchise agreement with FRIO UK. This business has been run from Castle Villa since its incorporation in 1998. The business was initially run from the stable building on the farmyard at Castle Villa.

“The business set-up involves receiving stock from FRIO UK in Wolfscastle, packaging orders and distributing the stock to seven Western Europe countries.”

Wolfscastle-based FRIO produces the world’s first patented insulin cooling wallet which keeps insulin and other temperature-sensitive medicines cool and safe.

The scheme for the business, said to have outgrown its current site, was refused by county planners on grounds including a lack of “robust evidence” to prove it couldn’t be sited within a nearby settlement or an allocated employment site, such as Haverfordwest.

The latest application was recommended for refusal on similar grounds.

Agent Wyn Harries has previously said his client’s business, selling into Holland, Belgium, Switzerland, and Germany, accounted for some 20 per cent of FRIO UK’s trade on its own, adding that previous articles on the planning application in the Western Telegraph had shown a great deal of public support for the applicants.

At the January meeting, local member, and chair of the planning committee, Cllr Mark Carter moved approval, delegated to senior officers on receipt of a Section 106 legal agreement, saying the proposals had community council support, adding it was “hard not to support a business that keeps local jobs and keeps a family farm viable”.

Cllr Michelle Bateman, whose neighbouring ward has FRIO UK’s base, said she was “fully supportive” of Cllr Carter’s call.

Members were warned of the danger of potentially setting a precedent by going against officer recommendations, with both former leader Cllr David Simpson and Cllr Michael Williams expressing their concerns at going against the officer recommendations.

Cllr Carter’s call, against the recommendation of refusal, was passed by 28 votes to 15, with one abstention.