MyWalesNow research highlights untapped potential of diaspora ahead of Senedd elections

GlobalWelsh has released the results of its latest research report. ‘My Wales Now 2026’ is a comprehensive survey of hundreds of Welsh diaspora members who visited Wales between December 2025 and April 2026. The findings reveal a deeply connected but "under-engaged" global diaspora community, presenting a significant strategic opportunity for the next Welsh Government.

"The challenge for Wales is not to create connection, but to convert existing connection into meaningful economic, social, and civic participation."

Key findings from the report include:

• Deep Emotional Connection: 56% of respondents feel more connected to Wales than to their current country of residence.
• Frequent Returners: 75% return to Wales more than once a year, primarily driven by family ties (72.93%).
• Strengthening Identity: 41% state their sense of connection to Wales has intensified since leaving.
• Economic Engagement Gap: Only 9.27% of visits are for business or work-related purposes.
• Infrastructure Concerns: Nearly half (49%) viewed services in Wales as worse than in their home country, with specific concerns cited regarding neglected infrastructure and declining town centres.
• Investment Barriers: Only 36% currently view Wales as an attractive place for investment.

Email hi@globalwelsh.com to request the full report.

"The findings of our research is clear: the next Welsh Government has a profound opportunity to unlock an enormous and continuously growing source of economic power for our small nation."

A huge opportunity for next Welsh Government

With the Senedd elections approaching, GlobalWelsh believes that the diaspora must be moved from a cultural asset to an economic and strategic one. The report indicates that while 46% of visitors spoke Welsh during their stay, active participation in interactive or community-based activities remains limited, with 28.32% reporting no engagement with cultural activities at all.

Dr. Sarah Louisa Birchley, GlobalWelsh board member and diaspora researcher, said: 

"The challenge for Wales is not to create connection, but to convert existing connection into meaningful economic, social, and civic participation. This report, and other research we’ve conducted including our ‘Brain Drain to Brain Gain’ report, shows us very clearly that the Welsh diaspora network is ready to engage, but they need clearer pathways and a stronger economic proposition from our leaders".

Walter May, GlobalWelsh CEO, said: 

"The findings of our research are clear: the next Welsh Government has a profound opportunity to unlock an enormous and continuously growing source of economic power for our small nation. I have faith that with the right leadership Wales can make real transformational moves during the next government.”

Call to Action

GlobalWelsh is calling on all political parties to prioritise diaspora engagement in their economic policies. The report suggests that by improving communication and clarifying pathways for involvement, Wales can effectively leverage its global network of over 3 million people for sustained national contribution.

Email hi@globalwelsh.com to request the full report.