The coronavirus lockdown has cost tourism in North Wales £100 million over the Easter bank holiday weekend, it’s been estimated.
Chief executive of North Wales Tourism, Jim Jones, says many tourism businesses have also said they may not survive the economic carnage caused by the pandemic.
Easter traditionally marks the beginning of the main tourism season in the region where operators reap the rewards of their winter investments.
However the Covid-19 crisis hit at a time when the visitor economy was booming and forced the region into lockdown with the rest of the UK, to contain the spread.
There had been record levels of private and public sector investment while the annual level of spending by tourists had risen to an all-time high of £3.241 billion and the number of visitors rocketing to 30 million a year, Mr Jones said.
Before the crisis, the industry employed 42,000 people across North Wales – adding up to one in seven jobs in the region, tourist bosses said.
But the industry had now ground to a complete halt with attractions, accommodation providers and events all closed down indefinitely.
Mr Jones said: “Tourism generates more than £3 billion a year of spending by visitors.
“About half of that comes in the main holiday season – it's estimated the amount of income generated over the long Easter weekend is £100 million.
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“What’s causing particular hardship in our tourism sector across North Wales, is that it’s come at the worst possible time.
“Many businesses haven’t generated any new cash flow since October and they committed to general maintenance and improvements over the winter using extended overdrafts and loans with the hope of a good Easter break to kick start them into the season."
The UK and Welsh Government have provided major financial support to help struggling businesses and workers through the crisis.
“However, as you will see in time, it’s not going to be enough," said Mr Jones: "There are still a number of critical issues that need looking at, such as some banks are not helping businesses in this difficult time.
“One of North Wales Tourism Board Members was told, that because her business will not be generating any income in the next few months they were unable to support them.
“Not getting enough cash flow into their businesses to help right now is the crux of the problem and will ultimately be make-or-break for many.
“We’ve heard from many businesses that even when they have closed the doors to visitors they still have huge overheads.
“For example, the Welsh Mountain Zoo still have to care for their animals. Anglesey Sea Zoo, who have a globally important British Sea Horse breeding and conservation programme, still need to cover the cost of keeping all the plant and filtering systems working."
Mr Jones said, on a positive note, North Wales has "great resilience" and the region would get through the crisis.
"Tourism businesses here have a great sense of community and they pull together and work with each other," he said.
“We have paused all our marketing activity for the moment, though brilliantly, the Great Orme goats have been promoting North Wales around the world on our behalf.
“Our organisation is starting to think about helping North Wales be future-ready for when this is over.
“All the work that has gone into making North Wales the Adventure Capital of Europe over recent years hasn’t been wasted and will give us a good platform from which to rebuild. We are confident that people will come back when the time is right.
“But for now the message is loud and clear, stay home and stay safe and we hope to see you soon.”
Chief executive at West Cheshire & North Wales Chamber of Commerce, Debbie Bryce said there would be a "substantial impact" on the North Wales economy, due to the outbreak, but the extent was not yet known.
She said it "depends on how quickly businesses can access the support announced by both Welsh and UK government. It is imperative that businesses are made aware of the support available to them and that it reaches their door as fast as possible.”
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