All aboard as cruise ship boom boosts Welsh economy

The Viking Vela is one of 54 cruise ships docking in Holyhead in the last year

A boom in cruise ships is boosting Wales' international profile and providing a massive cash injection into the economy, tourism leaders have said.

Nearly 80,000 passengers made Wales a port of call in the last year, the vast majority coming ashore on Anglesey.

The Welsh government says these visitors alone represent a potential spend by them in the region of over £7.5m.

Officials say even more ships are due to arrive in the next sailing season, with the sector now accounting for 10% of Wales' international visitors.

Daniel Jones invites cruise passengers into his tap room and brewery as part of one of the guided tours on offer to the visitors

Some of those benefitting from the cash say it can help keep their businesses afloat.

"But more than that, we are able to share the culture - and the story behind the business," said Daniel Jones, who runs Bragdy Cybi, an independent brewery and bar in Holyhead.

He set up the brewery when he was one of 104 people made redundant in 2020, after a plastics producer on the island closed its factory.

"It's our story as a family, so it comes from the heart," he added.

There were gales of laughter and inquisitive questions from American tourists off one of the very last cruise ships of the season, as Daniel shared his brewing story, from being an uneducated novice to an award-winning beer maker.

But he did not just talk about his ales, which were being enthusiastically quaffed by his guests.

There was a brisk stroll through the culture and history of the region - and a quick lesson in the Welsh language as the visitors learned how to toast "good health" in Welsh - or "iechyd da".

"We are passionate - about Welsh and rugby, so we really lay it on thick when it comes to the history," said Daniel.

It has paid off for him, as he is now included in the official itinerary for one of the tours offered when cruise operator Viking sails into town.

Almost 50,000 visitors have cruised into the port of Holyhead in the past year, with many more expected in 2026

The Norway-based company has already booked 25 visits to the port in 2026 - up 40%.

"Visiting Holyhead and the surrounding region is one of the highlights of our British Isles ocean voyages," said Viking UK's managing director Wendy Atkin-Smith.

"Our guests enjoy learning about the culture and history of the destinations they visit. They always receive a very warm welcome in Wales."

The warm welcome is perhaps in contrast to some of the international cruise ship sector, which has found itself criticised for overwhelming popular destinations such as Venice in Italy, Barcelona in Spain and Dubrovnik in Croatia.

Amid claims of over-tourism, and limited benefit to the local economies, those cities have imposed restrictions on cruise vessels at its ports.

Vela captain Olav Soevdsnes stresses the importance of getting off the ship and exploring the local area. He himself confessed to cycling up Holyhead Mountain when he was last in port

But onboard the Viking Vela as it docked for the last time this year in Holyhead, its captain Olav Soevdsnes insisted that was not the way they operated.

The ship carries just under 1,000 passengers, and unlike some other cruise operators, it makes a point of staying at each port for the whole day.

"At Viking, we sell the port to be seen and checked out by our guests," he said.

"It is not to sell a port for the brochure to get people on board ship. They should go and be enriched by where they have been, and they can talk about it."

Sophia Lee, on the left, helps co-ordinate the complex task of getting hundreds of passengers off the cruise ships and onto coaches for tours, along with local Holyhead co-ordinator Nia Jones

It means an entire team has to be assembled on shore to greet the passengers who do take the opportunity to get off the boat.

Nia Jones is one of those tasked with pulling the entire operation together - marshalling teams of tour guides and coach drives with military precision.

"I think Wales is making a stamp on the global market," said Nia, who is the local Holyhead co-ordinator brought in to help the cruise company.

"A lot of thought goes into the tours and excursions. It's important that the guests get the best possible experience here in Wales during their time, so hopefully we can entice them back, and they go away and tell their story and say what a lovely time they've had here in Wales."

Her colleague Sophia Lee said the cruises were an opportunity for visitors to get a unique insight into the region.

"I think Wales has a lot more to offer, we tend to shy away quite a bit.

"There's a lot of things we can look to explore in terms of the tours, looking at the folklore, the language and culture, even the scenery - there's so much more to explore."

Farmer Gareth Wyn Jones will be showing cruise ship guests around his Conwy County hill farm - where they can get to know his sheep dogs

Farmer Gareth Wyn Jones, whose social media insights into the world of farming have earned him a following of almost 80,000, will be expanding his farm experience tours to the cruise trade in 2026 - giving guests a chance to view life on a traditional Welsh hill farm, and even work some of his sheep dogs.

"Scotland, Ireland, England - they've showboated - they've done a good job on the tourist side," he said at his farm high above Llanfairfechan in Conwy County.

"I think we've been a little bit slow to the game and I think we've got a lot more to offer.

"There is a great opportunity for every single business in north Wales here to make something out of it.

"But it has to be a collaboration of people and businesses working together."

Jim Jones, who chairs the North Wales Strategic Cruise Group, said: "The cruise market is looking fantastic and long may it continue.

"We just need to keep up that good work because the evidence shows if you go out there, showcase what we've got, then the visitors and the numbers will increase - which in turn will increase our economy."