This International Women’s Day, with the theme ‘Give to Gain,’ we are reflecting on our Unlocking Rural Potential: Advancing Female Enterprise in Wales event held at the Senedd in November 2025. The session brought together business owners, researchers and policymakers to explore how we can strengthen female‑led rural enterprise and unlock the full potential of Wales’ rural economy. Across every contribution, a common message emerged: women create value that extends well beyond business performance.
As Professor Sara MacBride‑Stewart noted, “Women are delivering not only economically, but socially, culturally and environmentally. They are the backbone of many enterprises.”
Rt. Hon. Elin Jones MS opened the event by highlighting the vital role women already play in economic and community life, saying, “Thank you to all the women who are working in the business world and who are going out and venturing into your community to be able to help the local economy and to help women in business.” Her words set the tone for a discussion focused not only on what women achieve, but on how deeply their work contributes to sustaining rural Wales.
While the Rose Review (2019) shows that men in the UK are still five times more likely than women to build a business with a turnover of £1 million or more, the event highlighted that turnover alone does not capture the true impact of women’s enterprise. Dr Jan Martin emphasised this by explaining that many women‑led businesses focus on “outwards development rather than upwards development,” creating social and environmental value that cannot always be quantified. Professor MacBride‑Stewart reinforced this, drawing on research showing women make significant contributions to local economies while increasingly leading on environmental improvements within their communities.
These themes were echoed in the experiences of business owners like Medina Rees of Medina Aberystwyth, whose hospitality business continues to grow despite industry pressures. Her resilience was clear: “All I can do is just keep fighting… keep trying to improve… keep trying to survive.” As Rt. Hon. Elin Jones MS highlighted, businesses like Medina’s play an essential role in keeping young people rooted in rural Wales, helping sustain schools, services and the wider social fabric.
During the panel discussion with Dr Jan Martin (Snail of Happiness), business advisors Llinos Price (Antur Cymru), Eirwen Williams (Mentera), and Professor MacBride‑Stewart (Cardiff University), the group discussed what meaningful support looks like for women starting or running a business. Practical tools such as digital systems, footfall monitoring and technology‑enabled insights were highlighted as essential. As Dr Martin explained, new digital tools have allowed them to spot patterns in footfall and spending, evidence of how adopting technology can help rural businesses make confident, informed decisions.
Alongside the powerful stories shared on the day, the wider evidence base reinforces the significance of supporting more women into enterprise. The Alison Rose Review of Female Entrepreneurship estimated that up to £250 billion could be added to the UK economy if women started and scaled businesses at the same rate as men. This makes the case for unlocking female entrepreneurship not only a matter of equity, but a vital opportunity for regional and national economic growth.
