Press Release: The Active Economy
21/04/2004

A groundbreaking piece of research into the importance of the Outdoor Adventure industry in North West Wales, has just been launched. ‘The Active Economy’ was commissioned by Snowdonia-Active.

The study found that the Adventure tourism industry contributes over £140 million per annum to the North West Wales economy, £60 million of which is contributed to the economy within the Snowdonia National Park area. The industry creates (directly and indirectly) over 8,400 jobs across the area, almost 5,500 of which are created within the Snowdonia National Park. This equates to almost 6% of all employment across North West Wales.

Chris Wright, Snowdonia-Active spokesperson, commented upon the impact of the research,

“In our view the Outdoor Adventure sector has been overlooked; the contribution that it makes to the local economy has certainly been undervalued. Obviously we are pleased with the report, but it is more important what others make of it. We hope that it will now influence policy makers, to take Adventure Tourism into account. Hopefully people in the Welsh Assembly, local authorities, the Countryside Council for Wales and other agencies such as the National Park Authority will look at Outdoor activities in a different light.”

Pete Bursnall, Snowdonia-Active Project manager, spoke further of the ramifications of the research,

“The key findings of the study will be a surprise to many. Certainly the implications of the findings are broad reaching and there are many questions that will need answering. Moreover there are many opportunities waiting to be grasped now that the scale and importance of the Outdoor sector has finally been ascertained.
It is time to ask whether the value of the sector is reflected in the level of support and funding that it receives from local and national government?
Also, how can we encourage more local young people to take up careers in the Outdoor Adventure industry?”

The research work was supported by the Welsh Development Agency, Gwynedd Council, Skills Active Wales and the Welsh Canoeing Association and the work was carried out by Cardiff based consultancy firm Newidiem.

To view an English or Welsh copy of the research, go to the: 'Document Library'

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