The rugged mountains, limestone caves and spectacular waterfalls of Bannau Brycheiniog – the Brecon Beacons – attract visitors from all over the world.
Tourism is a vital part of the local economy. But local attractions say the industry would be devastated by the Welsh government’s plans for a nightly visitor tax.
“In an area like this all we’ve got is tourism and farming – there is nothing else,” says Ashford Price from the National Showcaves Centre, a visitor complex of cathedral sized caverns, winding tunnels, a dry ski slope, shire horse centre, self-catering accommodation and campsite.
“If they go on like this the future for Welsh tourism is really, really bleak. It will be an absolute catastrophe.”
Image: Ashford Price says the local area relies on tourism
The proposed fee would be £1.25 for those staying at hotels, bed and breakfasts and self-catering accommodation – and 75p for campsites, caravan sites, and hostels.
Ashford is secretary of the Welsh Association of Visitor Attractions. In protest against the plans, its more than one hundred members closed their attractions for a day.
“Even Welsh people who live in Wales will be clobbered by this tourism tax,” he said.
“It’s quite high, there’s no reduction for children. For a family that will add roughly £35, £40 a week. If you’re staying two weeks, as many people do, it’s £70 on top of your bill. At a time when everybody’s earnings are really struggling, it’s utter insanity to put Wales at such a disadvantage.
“There will be no more big developments. We already cancelled a development for £1.5m and I know other attractions are doing the same. I don’t think the Welsh government really understands how demoralised people feel.”
Image: Anthony Christopher
‘It’s a disaster’
In the nearby village, Anthony Christopher, landlord of the Penycae Inn, is deeply frustrated.
“I just feel like calling this government a bunch of weasels,” he said.
“We’re a small family business and all these extra taxes are taking away the will to do anything else.
“We have national insurance already – contributions are very high. VAT is very high. Now this tax is coming – it’s a disaster. We have to put this extra charge on the customers – how much more can we put on the customers? It’s terrible.”
Anthony has just converted an old school building into a 14-bedroom hotel – due to open in January.
“If I knew this was going to happen I may not have built my hotel. It’s very worrying.”
Many areas in Wales have struggled with the impact of tourism in recent years, with complaints about overflowing car parks, traffic jams, litter and even human faeces on Mount Snowdon.
Image: Rubbish on Yr Wyddfa (Mount Snowdon). Pic: British Mountaineering Council/Tom Carrick
The Welsh government argues giving councils the power to charge a tourism tax would help pay for better local services.
“During a period of sustained austerity of the sort we’ve seen over the last 14 years, local authorities inevitably end up focusing their spend on those things for which they’ve got statutory obligations – social care, education and so on,” said Finance Secretary Mark Drakeford.
“That has meant there’s been a reduction in the amount of money available for local authorities to invest in infrastructure that makes them successful places for tourists to visit. This is a way of collecting a very small contribution from every one of us who makes a visit to be reinvested in the conditions that make for that visit to be a success.
“It’s money that would be reinvested in the tourism industry, for example, clean beaches and safe footpaths and car parks and public toilets.”
Image: Mark Drakeford. File pic: PA
‘People simply absorb it’
The tourism industry accounts for 11% of all jobs in Wales. But an impact assessment commissioned by the Welsh government predicted that in a worst case scenario, 730 jobs could be lost in the sector if a visitor tax was introduced across the country, with an economic cost of £47.5 million. It also predicted 340 local authority jobs would be created.
Mr Drakeford insists the tax will boost tourism – not damage it.
“For those who have fears that the very modest visitor levy will put visitors off, the experience of around the world is that simply isn’t the case. There is a great deal now of empirical evidence for many places that have introduced visitor levies of this sort, not just abroad, but in Manchester, for example,” he said.
“The evidence is not just from big places like Venice, but from rural France, where there’s a levy of this sort. People simply absorb it as part of the costs of their holiday.”
Tourism taxes in cities across Europe range from around 50p to £5 a night, although businesses generally benefit from lower rates of VAT than the 20% paid in the UK.
The idea is becoming increasingly popular across the UK.
Image: Manchester’s £1 a night tourism levy could raise £2.8m
While some regional mayors like Andy Burnham have been calling for equivalent powers to be introduced in England, the Westminster government has no plans to do so.
But local areas can work around this through businesses coming together to set up their own schemes. Manchester’s £1 a night charge raised £2.8m in its first year and hoteliers in Liverpool are about to vote on a similar idea.
Other cities, including York and London, are also considering the option – though a plan for Bournemouth, Christchurch and Poole has been put on hold after objections from hotel owners about the ballot held there.
Quintessentially, the luxury concierge service founded by the Queen’s nephew, is in talks to find a buyer months after it warned of “material uncertainty” over its future.
Sky News has learned that the company, which was set up by Sir Ben Elliot and his business partners in 1999, is working with advisers on a process aimed at finding a new owner or investors.
City sources said this weekend that Quintessentially was already in discussions with prospective buyers and was anticipating receipt of a number of firm offers.
Sir Ben, the former Conservative Party co-chairman under Boris Johnson, owns a significant minority stake in the company.
The Quintessentially group operates a number of businesses, although its core activity remains the provision of lifestyle support to high net worth individuals including celebrities, royalty, and leading businesspeople.
It also counts major companies among its clients and offers services such as organising private jet flights and performances by top musicians.
The sale process is being overseen by a firm called Beyond, although further details, including the price that the business might fetch, were unclear on Saturday.
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One insider said parties who had been contacted by Beyond were being offered the option to buy a controlling interest in Quintessentially.
This could be implemented through a combination of the repayment of outstanding loans, an injection of new funding into the business, and the purchase of existing shareholders’ interests, they added.
Quintessentially’s founders, including Sir Ben, are thought to be keen to retain an equity interest in the company after any deal.
In January 2022, newspaper reports suggested that Quintessentially had been put up for sale with a valuation of £140m.
Deloitte, the accountancy firm, was charged with finding a buyer at the time but a transaction failed to materialise.
Sir Ben, who was knighted in Mr Johnson’s resignation honours list, turned to one of Quintessentially’s shareholders for financial support during the pandemic.
World Fuel Services, an energy and aviation services company, is owed £15.5m as well as £3.5m in accrued interest, according to one person close to the process.
The loan is said to include a warrant to convert it into equity upon repayment.
Quintessentially does not disclose the number or identities of many of its clients, although it said in annual accounts filed at Companies House in January that it had increased turnover to £29.6m in the year to 30 April 2024.
The accounts suggested the company was seeing growth in demand from clients internationally.
“During the last year, we have not only renewed important corporate contracts like Mastercard, but have also expanded by adding new corporate clients like Swiss4 in the UK, R360 in India, and Visa in the Middle East and South America,” they said.
In its experiences and events division, it won a contract to work with the Red Sea Film Festival and to provide corporate concierge services to the Saudi Premier League.
It added that Allianz, the German insurer, BMW, and South African lender Standard Bank were among other clients with which it had signed contracts.
The accounts included the warning of a “risk that the pace and level at which business returns could be materially less than forecast, requiring the group and company to obtain external funding which may not be forthcoming and therefore this creates material uncertainty that may cast ultimately cast doubt about the … ability to continue as a going concern”.
This weekend, a Quintessentially spokesman declined to comment on the sale process.
Adele, the Grammy award-winning artist, has joined the list of music superstars investing in Audoo, a music technology company which helps artists to receive fairer royalty payments.
Sky News has learnt that the British musician and Adam Clayton, the U2 bassist, have injected money into Audoo as part of a £7m funding round.
The pair join Sir Elton John, Sir Paul McCartney and ABBA’s Bjorn Ulvaeus as shareholders in the company.
Changes to Audoo’s share register were filed at Companies House in recent days.
Audoo, which was established by former musician Ryan Edwards, is trying to address the perennial issue of public performance royalties, in order to ensure musicians are rewarded when their work is played in public venues.
Mr Edwards is reported to have been motivated to set up the company after hearing his own music played at football stadia and in bars, without any payment for it.
Estimates suggest that artists lose out on billions of dollars of unaccounted royalties each year.
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London-based Audoo uses a monitoring device – which it calls an Audio Meter – to recognise songs played in public venues, and which is said to have a 99% success rate.
It has struck what it describes as industry-first partnerships with organisations including the music licensing company PPL/PRS to track and report songs played in public performance locations such as cafes, hair salons, shops and gyms.
“At Audoo, we’re incredibly proud of the continued support we’re receiving as we work to make music royalties fairer and more transparent for artists and rights-holders around the world through our pioneering technology,” Mr Edwards told Sky News in a statement on Friday.
“We have successfully reached £7m in our latest funding round.
“This funding marks a pivotal moment for Audoo as we focus on our growth in North America and across Europe, bringing us closer to our mission of revolutionising the global royalty landscape.”
Sources said the new capital would be used partly to finance Audoo’s growth in the US.
The latest funding round takes the total amount of money raised by the company since its launch to more than $30m.
Mr Edwards has spoken of his desire to establish a major presence in Europe and the US because of their status as the world’s biggest recorded music markets.
Adele’s management company did not respond to an enquiry from Sky News.
The King’s personal fortune has shot up by £30m to put him on par with Rishi Sunak and his wife Akshata Murty, while the overall number of billionaires in the UK has plummeted, according to The Sunday Times Rich List.
The 2025 list, published on Friday, shows the King’s personal wealth grew from £610m to £640m, taking him up 20 places to 258 – level with former prime minister Mr Sunak and his wife.
The number of overall UK billionaires has fallen to 156 from 165 in 2024, marking the biggest drop since the rich list began 37 years ago.
Gopi Hinduja and his family, behind the Indian conglomerate Hinduja Group, topped the list for the fourth year running with £35.3bn.
Meanwhile, founder and chairman of global chemicals company Ineos Sir Jim Ratcliffe, who became part owner of Manchester United last year, dropped from fourth place to seventh after his reported wealth went from £23.5bn to £17.05bn.
Image: Sir Jim Ratcliffe. Pic: PA.
Sir Jim’s £6.47bn losses marked the biggest on the list, while Russian-born brothers Igor and Dmitry Bukhman, who built a fortune on mobile games such as Gardenscapes and Fishdom, made the biggest gains with nearly £6.2bn.
New entries included makeup mogul Charlotte Tilbury with £350m and Ellen DeGeneres, who left the US for the Cotswolds last year.
Image: Ellen DeGeneres with wife Portia de Rossi at Wimbledon. Pic: Reuters
The Sunday Times said the list was one of its toughest to compile due to Donald Trump’s tariffs and the subsequent stock market turbulence, adding many from previous years had dropped off the list and others were no longer eligible having fled Britain after Labour’s non-dom crackdown.
Overall, the combined wealth of those on the list stood at £772.8bn – down 3% from the last list.
Speaking to Anna Jones on Sky News Breakfast, Rich List compiler Rob Watts highlighted the story of Tom and Phil Beahon, who own sportswear clothing brand Castore which is now worth £1bn, as one of his favourites.
The brothers from Wirral have debuted at joint 345 on the list with an estimated wealth of £350m.
Calling their story “inspiring”, Mr Watts said: “They dreamed of being sportsmen as lads – one of them got onto the books of Tranmere Rovers and the other played cricket for Lancashire, but their sporting careers were over in their early 20s.
“And they say that failure was critical to driving them to create this £1bn sports kit business that you’ll now see being worn by the England cricket team and the England rugby team.”
Image: England cricketer Olly Stone wearing a kit manufactured by Castore. Pic: PA
The top 20:
1. Gopi Hinduja and family – £35.3bn
2. David and Simon Reuben and family – £26.87bn
3. Sir Leonard Blavatnik – £25.73bn
4. Sir James Dyson and family – £20.8bn
5. Idan Ofer – £20.12bn
6. Guy, George, Alannah and Galen Weston and family – £17.75bn
7. Sir Jim Ratcliffe – £17.05bn
8. Lakshmi Mittal and family – £15.44bn
9. John Fredriksen and family – £13.68bn
10. Igor and Dmitry Bukhman – £12.54bn
11. Kirsten and Jorn Rausing – £12.51bn
12. Michael Platt – £12.5bn
13. Charlene de Carvalho-Heineken and Michel de Carvalho – £10.09bn
14. Duke of Westminster and the Grosvenor family – £9.88bn
15. Lord Bamford and family – £9.45bn
16. Denise, John and Peter Coates – £9.44bn
17. Carrie and Francois Perrodo and family – £9.3bn
18. Barnaby and Merlin Swire and family – £9.25bn
19. Marit, Lisbet, Sigrid and Hans Rausing – £9.09bn