Yes, thanks. I think I'll just start by saying that we're in a completely different world, and I think we need to look at how we address the issues that the industry has, alongside the issues that you're looking at, in terms of a holistic solution, and I'll be coming back to that over the course of the different questions that we'll be answering.
Looking on the positive side of things, it's worth remembering that this industry added £3 billion to the Chancellor before COVID, and we employed 140,000 people and another 40,000 people in subsidiary supply industries across Wales. So, the impact of this industry was perhaps below the surface before the epidemic, and one positive impact of the epidemic has been the recognition of how important we are to the economy, and, in fact, how essential we are to the economy. And I think that relationship offers an opportunity for us to further that in the coming year, and I'd like to look at what I think are some exciting opportunities as well as some quite serious challenges.
Looking at the challenges alone—because I'll come on to staffing, I'm sure, in further questions and our skills issue, and also how the Welsh Government can help us—but just looking at the challenges, it has to be remembered the industry's gone under extended restrictions in Wales more than with our colleagues across the border, and we've had two periods of substantial hit, which was pre Christmas last year and early/late summer, if you like, 19 July to 9 August. We were still under heavy restrictions or closed, whereas other colleagues weren't. So, the industry really hasn't traded viably between March 2020 and 9 August this year, and that's left a huge hole in the ability of those businesses not only to reinvest but to survive.
Now, looking directly at the challenges that we have: if you look at the pub industry before COVID, all of you would have probably been aware of the way that village pubs and many other pubs were threatened, and that was at 100 per cent trading, because of small margins and changing habits. Well, that position has obviously been exacerbated over the period that we've had.
Direct problems ahead of us in the next, say, eight, nine months in particular: we're facing, really, a cauldron of costs, which Sara related, and it certainly extends into our industry. The cost burden is likely to be hugely increased on those businesses that are actually very precariously based at the moment. Just look at the business rates holiday ending in April—no interim arrangement as yet for that; so, a cliff edge, possibly, facing businesses on that—VAT returning to 20 per cent; the end of furlough; we've got wage inflation; we've got problems with our price sensitivity with the public. So, there's a ceiling on what we can charge, whereas costs are really escalating. Cash reserves have been decimated, loans have to be repaid, and deferred VAT is coming up, energy costs are soaring, and the city centre problems still exist for a lot of our businesses. So, you can see that there's a whole range there. It is a cocktail of costs that will impact, and that is bound to go right through the chain and mean that there's job threatening and business sustainability threats. That's the gloomy side of things. In the rest of the conversation with you we'll hopefully be able to look at ways that we can make that easier and work together and bring the industry back to its pre-COVID position of being 10 per cent year-on-year growth, and being a major employer throughout Wales in every community.