The Welsh heritage tourism industry and entrepreneurship

Heritage is the key to the success of the tourism industry in Wales. Tourism itself is one of the largest and most important industries in the Principality contributing £2.0 billion in spending from overnight and day visitors, 7% to GDP and 10% of jobs to the economy (100,000 jobs).Following a period of substantial growth, during the 1980s and 1990s, it has been argued that the‘bubble’ surrounding the Welsh Heritage Tourism industry has now burst. During the period 1998-1999 the top five visitor attractions in Wales, within the heritage sector, suffered an overall negative change in visitor numbers and spend ranging from –6% to –14%. This paper will analyse the proposition that, if the Heritage Tourism industry in Wales is to be used as a catalyst for economic regeneration and development, an attitude of entrepreneurship must be embraced.Therefore this paper sets out to explore whether or not the traditional ‘curatorial’ approach still prevails within the industry and what, if any, reactions are necessary to attain financial solvency combined with authentic and sustainable products. The paper will concentrate on the main national provider of heritage products in Wales, CADW: Welsh Historic Monuments. In comparison a number of smaller commercial and voluntary enterprises will be analysed/considered in the second stage of this research project to give a comprehensive snapshot of the industry.