Wales Is Quietly Outperforming the UK on Arts Audiences — But We’re Not Done Yet

(Opinion)

Wales doesn’t often get to brag — but when it comes to arts audiences, we’ve earned the right to be a little smug.

According to the new Audiences in Wales report, Welsh venues have done something remarkable: we’ve grown audiences faster than the rest of the UK, with fewer resources, fewer performances, and far less noise. While England has been scrambling to rebuild post‑pandemic, Wales has quietly been getting on with it — and winning.

The data is clear.

“Ticket sales in 24/25 were 26% higher than in 19/20, while the number of performances are only marginally higher (3%).”

In other words: we’re selling more tickets per show than before the pandemic, and far more than the UK average. England saw programming balloon by 25% but ticket sales rise by just 6%. Wales? We did the opposite — fewer shows, more people.

This isn’t luck. It’s resilience. It’s community. It’s the fact that Welsh audiences genuinely value their local venues — from the big houses in Cardiff and Swansea to the tiny rural theatres keeping culture alive in towns the UK media forgets exist.

But let’s not kid ourselves: this success is happening despite the system, not because of it.

The Welsh Audience Is Changing — And Fast

The report shows a major demographic shift. Younger families are becoming the backbone of Welsh arts attendance.

“Trips & Treats grew 64%… Frontline Families grew 68%.”

At the same time, Wales is bucking the UK trend by retaining older rural audiences — the Home & Heritage segment that has collapsed elsewhere.

“This group has decreased engagement most across the UK… The opposite is the case in Wales.”

This is a uniquely Welsh strength: we’re managing to grow younger audiences without losing older ones. That balance is rare. It’s powerful. And it’s something England would kill for.

But it also means our programming needs to catch up.

We’re Underserving the Audiences Who Are Growing Fastest

Here’s the uncomfortable bit.

The report shows a drop in Children & Family programming, even though demand is rising.

“Drop in ‘Children and family’ work… explained by higher average attendances per event.”

Translation: families are turning up in bigger numbers, but we’re giving them fewer shows.

The same is true for Musical Theatre — still the financial engine of Welsh venues — where programming has dipped despite huge demand and the highest income yield of any artform.

Meanwhile, small venues are drowning in film screenings (66% of their programming), leaving less space for the live work that builds future audiences.

We’re growing — but we’re not growing smartly.

Wales Could Lead the UK — If We Choose To

This report paints a picture of a nation that wants culture. A nation that turns up. A nation that supports its venues even when funding doesn’t.

But it also shows the cracks.

We need:

• More family programming, not less

• Better support for small venues, who are incubating the next generation of audiences - From Public Organisations as well as the Private Sector

• Investment in touring, especially dance and contemporary work to showcase our growing Sector

• A national strategy that matches the ambition of our audiences, and with our New Government, I’d hope that to be the case

Because here’s the truth: Wales is already outperforming the UK. We just haven’t realised it yet.

If we invest now — properly, strategically, and with the confidence the data justifies — Wales could become the most audience‑resilient arts nation in the UK.

We’re not there yet. But we’re closer than anyone else.

And that’s worth shouting about.