As in other areas of the UK, the arts, culture and heritage sector in Wales has been faced with unprecedented challenges this year, prompting organisations to adapt to new ways of working.

See the latest COVID-19 updates from Arts Council of Wales HERE.


Multiple lockdowns have meant working from home has become the norm and unlike some of their counterparts across the border, Welsh Government rulings have kept doors shut for many organisations. As a result, it has become even more important for organisations in Wales to get creative and reimagine their activity and engagement as entities unaided (but also unconstrained) by their buildings.

For many theatres, galleries, art centres and venues, funding via the Arts Council of Wales’ Cultural Recovery Fund has provided a lifeline. For some, the break from routine has offered an opportunity for vital audience research and in some cases a re-evaluation of where they sit within their communities. Many will be facing the prospect of reopening their doors with a new sense of purpose.

Audiences too have had to adapt, taking part in new experiences online and seeking new ways to support their local organisations, while at the same time becoming less constrained by geo-specific activity as virtual content provides new access to previously distant experiences.

That said, some of our research findings do suggest that Welsh organisations may be facing a particularly uphill climb:

  • Wales had levels of arts and cultural engagement before COVID than were in line with the UK average, but levels dropped further in Wales since March 2020 than overall (esp. for heritage), although creative activities dropped less (and reading for pleasure rose slightly more).
  • Fewer Welsh are ready to start attending in person than the UK average.
  • Only 21% of Welsh had attended any arts/heritage since Mar 2020. This was well below the overall UK average of 34%, reflecting the fact that restrictions were not lifted to the same extent in Wales as elsewhere. This lower engagement was especially true for heritage sites.
  • The % who are currently ‘in play’ (i.e. who have booked, or are interested in booking) for ANY art and heritage activity of those listed (see next page) is c. 9% lower in Wales than the overall UK average.

On the positive side:

  • Slightly fewer Welsh saw financial drops than across the UK as a whole: there was a slightly higher proportion who had ‘about the same’ amount of money as before COVID.
  • The activity levels of Welsh have reduced less than those for the UK overall.
  • 30% of Welsh watched a performance/ event online since March 2020; 4% had taken part in an online activity.

Keeping an eye on these trends, as well as gaining greater insights about your own previous and potential audiences, will be key to building COVID recovery strategies over the coming months. Our evidence-based resources can help build that picture.

Tried and tested tools and services to support a data-driven approach to planning and reopening post-Covid-19:

Image of Wales | Audience Spectrum Mapping
Wales | Audience Spectrum Mapping

These maps offer an overview of Welsh regions' demographic makeup through the lens of Audience Spectrum - a tool that segments the whole UK population by their attitudes towards culture, and by what they like to see and do.

Image of Wales | Cultural Participation Monitor
Wales | Cultural Participation Monitor

This report summarises results for Wales from the first wave of The Audience Agency’s COVID-19 Monitor.

Image of Wales | Audience Finder
Wales | Audience Finder

Join Audience Finder and benchmark your audience data against other organisations in your sector and your local population.

Image of COVID-19 | Recovery Route-Maps
COVID-19 | Recovery Route-Maps

Our Using Evidence To… route-maps are designed to help you navigate your own data and The Audience Agency’s free resources to clear key hurdles for bouncing forwards.

Image of COVID-19 | Digital Insights
COVID-19 | Digital Insights

We've been gathering evidence about how arts, culture and heritage audiences have responded to online content during the crisis.

Image of COVID-19 | Between Lockdowns
COVID-19 | Between Lockdowns

Between the end of the first lockdown and the start of the second, many cultural organisations opened for in-person visits or performances.

Image of COVID-19 | Sales Insights
COVID-19 | Sales Insights

Delving into Audience Finder ticketing data to understand the impact of COVID-19 on venue incomes.

Image of COVID-19 | Torch Theatre's Story
COVID-19 | Torch Theatre's Story

"When you’re in the normal swing of things you’re full force and every department is working flat out. Now we’ve been given an opportunity to sit down and listen because everything normal has gone."