The Challenge

In 2013, Natural Resources Wales (NRW) published a research study which evaluated the benefits to businesses of the opening of the Wales Coast Path. Prior to this, a research study was undertaken in 2006, which focused on the National Trails in Wales.

In November 2023, NRW commissioned DJS Research to undertake an updated study of businesses, to cover both the Wales Coast Path and National Trails in Wales.

This updated research was needed to help NRW gather comprehensive information and actionable insight about the businesses that operate close to or on Wales’ long-distance routes (namely the Wales Coast Path (WCP), including Pembrokeshire Coast Path National Trail, Offa’s Dyke Path National Trail, and Glyndŵr’s Way National Trail), the benefits they derive from the routes and the support they might need, to maximise the potential benefits from the routes and the visitors they attract.

The Approach

The main methodology for the business survey was CATI interviews (Computer assisted telephone interviewing), with an option to complete the survey online. Businesses were given the option to complete the survey in Welsh or English.

The survey was designed by DJS Research (in close consultation with NRW), capturing information on:

• Profile of businesses (such as business sector/activities, business size, etc)
• Importance and perceived benefits of the long distance route(s) to businesses
• Awareness of marketing activity related to the routes
• Feedback on various aspects of the routes (e.g. public transport provision, signage, etc.)
• Collaboration between businesses
• Awareness and usage of the Wales Coast Path and National Trails business toolkits
• Views on having a dedicated WCP/National Trails business portal
• Further opportunities for business support

The survey was designed so that we would primarily speak to businesses within a two-mile corridor of the routes, although this corridor was wider in more rural areas or if businesses indicated that they gain any business benefits from the visitors that the routes attract.

To create a sampling frame, DJS Research worked with CACI (a specialist GIS and Data consultancy) to produce a list of postcodes within a 2-mile corridor of the Wales Coast Path and up to 5 miles of the Offa’s Dyke Path and Glyndŵr’s Way National Trails. These postcode lists were shared with our commercial database provider, to generate the primary list of contacts.

To supplement this, DJS Research conducted desk research and set up a survey registration page, which was promoted by NRW and partners on social media and circulated by email.

Fieldwork for the survey took place between March and July 2024, with just over 1,000 responses achieved.

To add extra value to the research, DJS Research also conducted seven in-depth qualitative interviews with businesses (who gave their consent in the survey to be re-contacted). The aim of these interviews was to complement the quantitative survey and obtain a more detailed understanding of the specific benefits that businesses have experienced and the improvements or additional support they think are needed to help them maximise the benefits further.

The Results

DJS Research produced a detailed suite of reports, in Welsh and English, as follows:

The reports have been published on the Wales Coast Path website and can be accessed here:

• English versions of the reports 
• Welsh versions of the reports 

DJS Research also presented the overall results to key stakeholders at a webinar in March 2025.

The survey findings and recommendations are being taken forward for further discussion at regional and national levels and incorporated into an action developed by NRW and key stakeholders of the Wales Coast Path and National Trails.

Testimonial

‘DJS Research undertook a business survey on our behalf that involved identifying and contacting 1,000 businesses close to the Wales Coast Path and National Trails in Wales. The team developed a questionnaire and undertook a survey - the findings and recommendations were presented within a series of reports and an accompanying webinar to key stakeholders. The project, that’s taken 18 months, has been very well managed from the outset. We have been very impressed by the teams’ ways of working - methodical, realistic, and adaptable. The final reports and presentation developed are both visually pleasing and have been well received by us and our partners. We would not hesitate to recommend DJS’.

Sioned Humphreys, Specialist Advisor Wales Coast Path, Natural Resources Wales.