UP TO £1.5m of council money is to be earmarked to promote events in Ceredigion as a way of boosting the tourist economy following a decision by senior councillors today, May 6.
At the May 6 meeting of Ceredigion County Council’s Cabinet, members received a report on the Ceredigion Events Programme, presented by Cllr Clive Davies, Cabinet Member for Economy, Regeneration and Carbon Management, which included a recommendation for the funding of up to £1.5m.
A report for members said that, since the launch of the strategy “Ceredigion has hosted several events of varying sizes – of local, regional, national and international significance,” including the National Eisteddfod in Tregaron, Rali Ceredigion, Craft Festival, Wales, Festival of Other Voices, and Aberystwyth Comedy Festival.
Many of them were supported by external funding sources, notably the UK Shared Prosperity Fund (UKSPF) events programme during 2023 and 2024, with £700,000 has been spent from the UKSPF events fund to support events to date.
“During 2025, a range of national and international events are again due to take place in Ceredigion, including the British Road Cycling Championships, Festival of Other voices and Rali Ceredigion, which will again form part of the European Rally Championship series,” the report added, also detailing home-grown events such as Tregaroc, Sadwrn Barlys, and activities delivered by the creative sector, contributing to the economy, both by bringing in tourist spend and supporting businesses connected with the events.
In the case of 2024’s Rali Ceredigion alone, 34,750 spectators were brought in, with a £4.62m economic impact, and created a 82m-strong global audience for the county, the report said.
It said tourism accounted for just under 15 per cent of the county’s economy, but figures showed the average visitor spend per day was around £50, compared to £96 in neighbouring Powys.
Ceredigion County Council will seek to bring together key players in the development and delivery of events to create a partnership involved with developing growth events in the county.
It went on to say: “To facilitate the future growth of events, The Cabinet’s approval is also sought to invest up to £1.5m over the next three years of the Reserve set aside for investment in the economy in the development and delivery of an events programme that meets the parameters set out above.
“This fund from the economy reserve would be used as a fund of last resort, where other funding has not been secured, and where it is deemed a substantial economic, social and cultural benefit may be missed for Ceredigion if an event was not able to continue.”
Members heard a previous report by the Sports Consultancy highlighted an average six-to-one return on public sector investments in major sporting events “meaning that if the total £1.5m was to be spent in the next three years on the events programme, at least £9m benefit to the economy could be expected”.
Speaking at the meeting, Cllr Shelley Childs highlighted the success of the Ironman triathlon in neighbouring Pembrokeshire, attracting visitors both to the event and for competitors training on the local roads, adding: “I honestly think we need people to visit, to come not just for the events but to fall in love with the area.”
Cllr Gareth Lloyd added: “Let’s hope the message goes out to the public about what is being done, and the funding it attracts.”
The investment of up to £1.5m over the period was backed by Cabinet members.
