Project Summary:

Miller Research were commissioned by Visit Wales to carry out an economic impact valuation of outdoor activity tourism in Wales. This involved two large scale surveys and economic impact modelling to estimate the direct, indirect and induced effects, gross value added contribution of the sector to the Welsh economy and FTE jobs supported. A survey of outdoor activity tourists who had visited Wales was marketed through social media and received over 1000 responses whilst a second survey gathered business information and data from activity providers in Wales. Economic impact analysis used industry multipliers to extrapolate from average spend and took into account displacement and deadweight to calculate the final estimate.