Val Hawkins, the chief executive of MWT Cymru (Mid Wales Tourism), is celebrating her 24th anniversary with the organisation in a remarkable way. She has been awarded an MBE in the King’s official birthday honours list for her outstanding service to tourism and the economy of Wales. MWT Cymru, an independent tourism organisation representing 600 tourism and hospitality member businesses across Powys, Ceredigion, and Southern Snowdonia, is proud to have such a dedicated leader.
Expressing her surprise and delight, Val Hawkins said, “I am surprised but delighted to have been recognised with an MBE. I am proud of the work I have done as an officer of MWT Cymru over the past 24 years, particularly during the Covid-19 pandemic when a lot of good people in the industry pulled together to try to mitigate the impact on tourism businesses through that extremely challenging time.”
She extended her gratitude to the MWT directors, staff, member businesses, and community groups for their support. Val emphasised the strength of the business community in the rural region, stating, “I am part of a business community and, for a rural region, we collectively punch way above our weight.” She attributes this strength to the small but flexible and agile team at MWT Cymru, enabling them to adapt quickly to changing circumstances.
Val Hawkins, originally from Glasgow, had previously worked in the hotel sector in Scotland, including the renowned Gleneagles Hotel. Later, she became Rowntree Mackintosh’s first female sales representative in Scotland before moving to England’s South Coast, where she met her husband, Mike Hawkins. The couple settled in Newtown in 1979.
Prior to joining Mid Wales Tourism in 1999 as the membership manager, Val ran a farm guest house at her home while raising their three daughters. Her dedication and hard work led to her promotion to general manager in 2005-2006, and eventually to the position of chief executive.
Throughout her tenure, Val and her team have navigated MWT Cymru and its member businesses through numerous challenges. Recalling some of the past obstacles, Val mentioned the Foot and Mouth crisis and Welsh Government re-structuring in 2001, which coincided with significant digital advancements revolutionising tourism marketing. More recently, the Covid-19 pandemic and the current cost of living crisis have posed additional hardships for businesses in the tourism sector.
Val Hawkins played a pivotal role in the development and implementation of innovative digital technology at MWT Cymru. Mid Wales became one of the first regions in the UK to adopt a destination management system, and in 2001, they launched the first Visit Mid Wales regional website, which eventually expanded to cover the entire country. Val’s efforts and MWT Cymru’s strong relationships with Visit Wales, Visit Britain, and trade organisations have garnered widespread respect across the tourism industry.
Reflecting on her journey, Val described it as a rollercoaster ride, with new challenges constantly emerging. She acknowledged the uncomfortable position of MWT Cymru as an interface between the public and private sectors, requiring soft diplomacy and substantial behind-the-scenes work. Val’s passion for technology allowed the organisation to stay ahead of the curve and create new opportunities for its members.
