Destination Intelligence

Destination Performance

In 2023, 2.29 million visitors came to Monmouthshire, spending 3.53m visitor days in the county, generating more than £329 million for the local economy, and supporting 3,462 full time equivalent jobs. Therefore, approximately 15% of Monmouthshire jobs are supported by tourism spend.

2023 STEAM figures show continued recovery of Monmouthshire's visitor economy post pandemic with the economic impact of tourism increased by 2% and the number of FTE jobs supported by tourism increased by 3.2% compared with 2022 figures. Total visitor numbers were down -1.8% compared with 2022 but Economic Impact Per Visitor Day was up 1.2% reflecting the increased importance of staying visitors (particularly those staying in non-serviced accommodation) as a proportion of all visitors to Monmouthshire in 2023. 

Tourism delivers a wide range of benefits for Monmouthshire, including the generation of visitor spend to support rural services and high streets, maintain local heritage, and sustain a diverse programme of events, experiences and and year-round employment opportunities for the benefit of locals. 

Place branding also has a significant impact on the way the area is perceived by its residents and visitors and these perceptions have a very real effect on its attractiveness for investment and the quality of life for its citizens (including resident satisfaction, civic pride, access to cultural and leisure activities and employment etc, which impact on health and wellbeing).  

Monmouthshire 2023 STEAM headlines:

• Economic impact £329.80M (+2% on 2022)
• Total visitor days 3.53M (+0.8% on 2022)
• Total visitor numbers 2.29M (-1.8% on 2022)
• Number of FTEs supported by tourism spend 3,462 (+3.2% on 2022)
• Economic impact per visitor day (EIPVD) £93.43 (+1.2% on 2022)

% change for Monmouthshire compared with the SE Wales averages* (2022-2023):

Economic impact (% change) +2% (+1.2% South East Wales average)
Visitor numbers (% change) -1.8% (+4.3% South East Wales average)
Visitor Days (% change) +0.8% (+4.2% South East Wales average)
FTEs (% change) =) +3.2% (+2.1% South East Wales average)
Economic impact per visitor day £93.43 (+1.2%) (£80.10 South East Wales average (-2.9%)

*Please note that 2023 SE Wales STEAM figures are currently draft - the above comparisons will be updated if necessary if final figures change.

Monmouthshire and Wales 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, the infographic and full report.

Download 2022 STEAM summary, the infographic and full report.

Download 2023 STEAM summary, the infographic and full report.

Previous STEAM reports are available upon request.

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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)