A Powys businesswoman is the new head of a tourism advocacy group.

MWT Cymru, an advocate for tourism businesses across Powys, Ceredigion and Meirionnydd, has announced a leadership change with the appointment of Zoe Hawkins as new chief executive and is set to take up her new post next month.

Zoe, who lives in Newtown has said she is is looking forward to leading MWT Cymru, also known as Mid Wales Tourism, into “a new era of growth and collaboration”.

"I am immensely proud to take on the role of chief executive at MWT Cymru, an organisation dedicated to the prosperity of the tourism sector in Mid Wales," said Zoe.

"Having been a part of this community for more than a decade, I've seen the resilience and creativity of our members. My commitment is to continue fostering a supportive environment where our tourism businesses can flourish."


Zoe succeeds Val Hawkins, MBE, who retires after 25 years of leadership and more than 40 years working in the tourism sector. Val’s contributions to the organisation and the wider industry were recognised last year when she was awarded an MBE for her services to tourism and the Welsh economy.

“I am deeply honoured to carry on the legacy of Val's exceptional leadership and am dedicated to further building upon the strong foundation she has established,” added Zoe.

With fourteen years of dedicated service within the organisation, coupled with her first-hand experience as a business owner, Zoe “has a wealth of experience and a keen understanding of the complexities faced by tourism businesses”.

The organisation aims to serve these businesses by advocating on their behalf at both regional and national levels, ensuring their voices are heard in pivotal discussions affecting the future of tourism and our rural economy.

Val expressed confidence in Zoe's leadership. "After 25 years of service to MWT Cymru, I am immensely proud of all that we have accomplished together," she said.

"I have full faith in Zoe's abilities to lead MWT Cymru into its next chapter, and I extend my heartfelt thanks to our members for their unwavering support throughout my tenure."