Published on
October 9, 2025
Wales recently hosted a four-day exploratory tour for leading UK tour operators to showcase the nation’s wide-ranging tourism offerings and demonstrate its appeal to international travellers. Organised by Visit Wales in partnership with UKinbound, the initiative aimed to provide buyers with an immersive experience, connecting them directly with local attractions, hotels, and service providers to strengthen collaboration and promote Wales globally.
The country’s international tourism sector continues to grow steadily. In 2024, Wales welcomed nearly one million visitors from abroad, generating more than £488 million for the economy and supporting thousands of jobs in hospitality, transportation, and leisure services. With rising interest from global travellers, initiatives like this tour are increasingly important to position Wales as a must-visit destination, offering authentic experiences that blend culture, heritage, and scenic beauty.
The itinerary allowed buyers to experience southern and northern Wales in a way that highlighted the nation’s diversity. In the south, the tour began in Abergavenny, a town renowned for its historic charm and welcoming atmosphere. Participants visited the iconic Caerphilly Castle, a medieval fortress steeped in history, and the newly enhanced Newport Transporter Bridge visitor centre, which provides insight into one of Wales’ most unique industrial landmarks.
The southern segment also featured experiences that combined local craftsmanship and gastronomy. Buyers explored White Castle Vineyard, gaining insight into Wales’ emerging wine industry, and wandered through Llanover Garden, celebrated for its horticultural heritage. The tour included an engaging visit to the Wales Perfumery, where participants observed the creation of unique artisan fragrances, reflecting the country’s dedication to quality and creativity. Together, these experiences highlighted Wales’ ability to offer visitors a blend of cultural, culinary, and hands-on attractions.
In northern Wales, the focus shifted to heritage and architectural marvels. Buyers enjoyed the Wrexham Taster tour, which provided a snapshot of the city’s cultural and historical highlights. Visits to the UNESCO World Heritage Site Pontcysyllte Aqueduct and Chirk Castle offered firsthand exposure to the country’s engineering achievements and storied past. These excursions underscored northern Wales’ unique offerings, complementing the southern experiences and painting a comprehensive picture of the nation’s tourism appeal.
The tour also created opportunities for meaningful networking. Buyers met local suppliers including heritage railways, coach operators, Cadw, and Cardiff Airport. Events were hosted at The Angel Hotel in Abergavenny and at Wrexham AFC’s stadium STōK Cae Ras, where over 70 Welsh and UK businesses engaged with international operators. These sessions encouraged collaboration, knowledge exchange, and partnership-building, ensuring that Wales’ tourism sector can continue to grow and meet the expectations of international visitors.
By allowing buyers to experience attractions, services, and cultural activities firsthand, Wales reinforced its position as a high-quality destination for overseas tourists. The tour highlighted the country’s scenic landscapes, historic sites, artisan production, and local cuisine, demonstrating how diverse experiences can come together to create memorable visits. Initiatives like this also underline the importance of collaboration between local businesses and international tour operators, promoting sustainable growth in the tourism sector.
Looking ahead, Wales is focused on expanding its international visitor base, including markets such as Canada and other key overseas regions. Curated tours and direct engagement with buyers are helping the country showcase its distinctive offerings while fostering economic growth and supporting local communities. By emphasizing authentic experiences, heritage preservation, and immersive cultural attractions, Wales is positioning itself as a dynamic destination that appeals to a wide range of global travellers.
Through strategic initiatives, collaborative partnerships, and immersive experiences, Wales continues to strengthen its international tourism profile. By combining natural beauty, cultural heritage, and innovative attractions, the nation offers a unique travel experience that meets the expectations of today’s global visitors. The recent tour for UK tour operators illustrates how such initiatives can effectively promote Wales abroad while supporting the local tourism ecosystem, ensuring that visitors leave with lasting impressions and an eagerness to return.
