Members, partners, and guests gathered at The Barn at Brynich, Brecon, on Tuesday 11 November for Brecon Beacons Tourism’s 2025 Annual General Meeting — a morning that celebrated collaboration, acknowledged the challenges ahead, and set out a confident, shared direction for the coming year.
The event theme, “Looking Ahead to 2026: Moving Forward Together,” captured the mood perfectly. With strong attendance and a line-up of respected guest speakers, the AGM reinforced the vital role Brecon Beacons Tourism (BBT) continues to play in supporting the visitor economy of Bannau Brycheiniog (Brecon Beacons) National Park.
2026 marks 20 years since Brecon Beacons Tourism was founded by local businesses who wanted a stronger, collective voice for the region’s tourism industry. From its volunteer-led beginnings to a professional association representing more than 160 members, BBT’s growth has mirrored the evolution of the destination itself.
Director Julie Bell reflected on that journey in her address, thanking members for their continued commitment:
“Every stage of our story has been about collaboration — people coming together to make something stronger than they could alone. That same spirit will carry us through the next chapter.”
Julie also shared encouraging statistics from the past year:
Website traffic up 34% over the past quarter.
57,000 followers across BBT and Visit Bannau Brycheiniog social media channels.
Continued engagement with newsletters, digital campaigns, and collaborative marketing efforts that directly feature members.
She emphasised how every pound of membership income is reinvested into visibility, voice, and value — through destination marketing, networking, and advocacy work.
Three guest speakers offered valuable perspectives on the landscape facing tourism in Wales:
Mari Stevens, founder of Anian Destination Consultancy, spoke about the importance of cultural identity and community connection in destination storytelling. She shared examples of how other Welsh regions are building resilience by uniting behind shared purpose and authentic local voices.
Rowland Rees-Evans, Chair of the Wales Tourism Alliance, outlined the wider picture — from policy pressures and the cost-of-living crisis to the need for strong, regional representation. His message was clear: Wales’ visitor economy faces challenges, but collaboration and advocacy at every level remain key.
Gareth Jones, from the Bannau Brycheiniog National Park Authority, highlighted the growing partnership between the Park and BBT. He explained how closer working relationships, aligned communications, and shared campaigns are already helping businesses and the environment benefit side by side.
In an era shaped by rising costs, staff shortages, and changing visitor habits, the tone of the day was pragmatic but positive. Attendees discussed how collaboration and practical support remain vital to sustaining the region’s tourism businesses — from small B&Bs to large attractions.
BBT’s approach of “doing more together” continues to prove effective:
Shared marketing on the Bannau Brycheiniog platform now reaches over 2 million users annually.
Networking and familiarisation days build connections across sectors.
Joint advocacy ensures the voice of independent tourism businesses is heard at regional and national levels.
“Tourism is built on people,” Julie said. “If we keep sharing ideas, resources and encouragement — we’ll weather the changes ahead and keep Bannau Brycheiniog a thriving, welcoming destination.”
The meeting closed with a look forward to BBT’s 20th anniversary year. Plans include:
Launch of the refreshed Membership & Sponsorship Framework.
Continued investment in digital visibility and skills support.
A series of member networking and training events across the Park.
Anniversary celebrations recognising two decades of collaborative success.
Our newly ratified Chair Carl Shaw summed up the spirit of the day:
“Our members are what make this association — and this destination — exceptional. As we head into our 20th year, our focus remains on working together, staying positive and finding strength in community.”
Despite ongoing challenges for the tourism industry, the AGM was a reminder that collective effort and genuine collaboration can — and do — make a difference.
Brecon Beacons Tourism enters 2026 with optimism, renewed partnerships, and a clear goal:
to keep championing the businesses, landscapes, and people that make Bannau Brycheiniog shine.
If your business is part of the visitor economy in or around Bannau Brycheiniog (Brecon Beacons) and you’d like to work alongside others shaping the future of our destination, we’d love to hear from you.
Find out more about membership and how to get involved at www.breconbeaconstourism.org or email julie@breconbeaconstourism.co.uk
