More need to be done to ensure Montgomeryshire and rural Wales reaps the benefits of an increasing trend of last minute and short-term bookings within the tourism sector.
According to the Wales Tourism Business Barometer, there "is a continuing trend for last minute bookings", and bookings "tend to be for shorter periods".
Montgomeryshire AM, Rusell George, who is also Shadow Secretary responsible for tourism, said the Welsh Government needs a clear plan to ensure rural Wales’ tourism operators benefit.
He said by supporting the delivery of universal broadband and offering support to fledgling tourist operators and businesses, action can be taken to ensure more people across the UK, and wider world, have opportunities to savour rural Wales' unique tourist offer.
The announcement follows news that a committee of MPs at Westminster have launched an inquiry into the role of rural tourism in England.
Mr George said: “Rural Wales is a gem in the UK’s tourism offer, and it is vital the Welsh Government provides it sufficient support to ensure it can embrace industry trends.
“Tourism habits are changing – and rural tourism is well-placed to benefit from this, but only with the right action plan from Welsh Ministers.
“For many smaller, rural providers, expansion can be a challenge and a lack of sufficient broadband provision curtails promotional activities.
“A dedicated fund, rewarding tourism providers which recruit new staff or expand, should be at the top of the agenda for the Welsh Government. Meanwhile, removing Visit Wales from Government control could lead to industry-expertise – including in the rural field – being better utilised.
“Furthermore, by prioritising rural broadband provision, and exploring enhanced business rate relief, many businesses can be empowered to grow and do more to attract visitors, and bolster our rural economies.”