UK Tour Operators Spotlight Wales to Drive International Tourism Growth

Wales is fast gaining international recognition as a must-visit destination, thanks to its rich history, stunning landscapes, and vibrant culture. In a recent initiative organized by Visit Wales in partnership with UKinbound, leading UK tour operators experienced a four-day familiarisation trip showcasing Wales’ diverse tourism offerings. This initiative aims to deepen relationships between Welsh tourism businesses and international tour operators to increase the country’s appeal to global travelers, especially from North America.

The tour covered key attractions across South and North Wales, including the market town of Abergavenny near the Brecon Beacons, Caerphilly Castle, the Newport Transporter Bridge visitor centre, White Castle Vineyard, and Llanover Garden. Visitors also explored Wrexham’s cultural scene, the UNESCO World Heritage Pontcysyllte Aqueduct, and historic Chirk Castle. These experiences gave operators a comprehensive understanding of Wales’ cultural heritage, outdoor activities, food and drink offerings, and bespoke travel experiences, enabling them to craft diverse, personalized tour itineraries for their clients.

Networking events were a crucial part of the trip, bringing together more than 70 Welsh and UK tourism businesses—from heritage railways to coach operators and Cadw representatives—and key transport hubs like Cardiff Airport. These partnerships are vital to strengthening Wales’ position in global tourism markets by fostering cooperation and exchanging ideas to meet evolving traveler demands. High-end bespoke itineraries and food and drink tours are particular growth areas, driven by increasing interest from U.S. and Canadian visitors.

Key Points:

• Wales hosted leading UK tour operators on a four-day familiarisation trip to showcase its diverse tourism offerings and cultural heritage.
• The trip included visits to iconic sites: Caerphilly Castle, Newport Transporter Bridge, Pontcysyllte Aqueduct, vineyards, gardens, and cultural venues.
• Networking sessions connected UK operators with over 70 Welsh tourism suppliers and attractions, strengthening international partnerships.
• Wales’ growing popularity is fueled by demand for bespoke travel experiences, especially from North American markets.
• The initiative supports Wales’ goal to boost international visitor numbers, contributing to the local economy and tourism sector growth.