Wales has highlighted its top tourism destinations and experiences to international travel trade buyers in a bid to increase inbound visitor numbers and strengthen its position in the global tourism market. Over four days, 14 of the UK’s leading tour operator buyers, who sell UK holidays to international visitors, explored Wales through a dedicated familiarisation trip organised by VisitWales in partnership with UKinbound, the UK’s trade association for the inbound visitor economy.
The initiative connected international travel buyers with Welsh tourism businesses, including attractions, sightseeing companies, and hotels, aiming to expand international exposure and promote regional tourism partnerships. The trip showcased destinations and experiences across South and North Wales, designed to demonstrate the variety and quality of Wales’s visitor offering.
Tour Highlights and Industry Connections
The itinerary began in South Wales with visits to Abergavenny, Caerphilly Castle, and the soon-to-open Newport Transporter Bridge visitor centre. Delegates also toured White Castle Vineyard, Llanover Garden, and the Wales Perfumery to experience the country’s growing food, drink, and artisan sectors. The North Wales portion included the Wrexham Taster tour and a visit to UNESCO World Heritage Site Pontcysyllte Aqueduct, as well as an exploration of Chirk Castle, one of Wales’s historic landmarks.
Alongside the tours, buyers participated in business networking events featuring suppliers from across Wales, including heritage railways, a coach operator, Cadw, and Cardiff Airport. Key meetings were held at The Angel Hotel in Abergavenny and at Wrexham AFC’s stadium, STōK Cae Ras. The Wrexham event, organised for UKinbound members, gathered more than 70 Welsh and UK businesses involved in the inbound tourism industry.
In 2024, Wales welcomed 929,000 international visitors, generating more than £488 million for the Welsh economy and supporting thousands of jobs across the tourism sector. The initiative forms part of ongoing efforts to increase international market share and promote Wales as a leading destination for cultural, heritage, and experiential tourism.
Industry Leaders Praise Collaboration and Market Growth
UKinbound Chief Executive Joss Croft OBE said the event offered valuable insights for international buyers looking to enhance their UK itineraries. “Wales has so much to offer international travellers looking to visit the UK, and I’m really pleased that we were able to bring this fantastic group of buyers to the region, giving them the opportunity to see what’s on offer and how they can incorporate the destination into the itineraries they sell to international visitors,” said Croft.
He added that the networking evening at Wrexham AFC provided an opportunity for meaningful connections within the industry. “With so many international visitors inspired to visit locations they see on screen, it was particularly valuable for our buyers to experience Wrexham AFC first-hand, so they can promote this part of Wales to their clients.”
Welsh Government Cabinet Secretary with responsibility for tourism Rebecca Evans said showcasing Wales directly to international trade buyers supports growth in high-value visitor markets. “Wales stands as one of the world’s most captivating destinations, where thousands of years of history and culture ensures visitors are welcomed with a genuine feeling of ‘hwyl’,” she said. “In particular, we are seeing increased demand for customised itineraries and food and drink experiences such as our distilleries, vineyards and food tours, as well as high-end requests especially from the US and Canada. It is great to have had the opportunity this week to show what Wales has to offer to these important inbound tour operators knowing the vital role they play in attracting international visitors.”
Promoting Wales to Global Travel Buyers
The familiarisation trip, known as a “fam trip” within the travel industry, provided an immersive experience for buyers responsible for designing and selling UK travel packages to global markets. By visiting attractions, meeting suppliers, and participating in destination briefings, participants gained practical insights to help position Wales as a key addition to UK holiday itineraries. The programme aligns with VisitWales’s wider strategy to boost international awareness through trade engagement and tourism partnerships.
Ana Barriga, Destination Services Procurement – UK, Kuoni Tumlare, described the experience as a success. “This fam trip to Wales was brilliantly organised, a perfect combination of smooth logistics and meaningful experiences. It has offered a fantastic opportunity to truly get to know passionate local suppliers, learn about their unique offerings, and gain valuable insight into what makes this area so special for our international clients,” she said.
Paul Brandwood, Business Development Manager at the Royal Mint Experience, highlighted the importance of continued collaboration with VisitWales and the wider inbound travel trade. “Collaboration with Visit Wales, UKinbound, and the wider inbound and international travel trade sits at the heart of our growth strategy, underpinning our ambition to expand our tourism footprint, reach new markets, and grow international audiences,” he said. “Over the past three years, we have seen significant growth in our international markets particularly among North American visitors driven by the invaluable support of Visit Wales.”
VisitWales and UKinbound are expected to continue joint initiatives promoting the destination to key travel markets in North America, Europe, and Asia. The Welsh Government has identified inbound tourism as a strategic growth area, with a focus on attracting longer stays, higher-spending travellers, and promoting cultural and regional diversity across the nation’s visitor economy.
The tour and trade events demonstrate a coordinated approach to destination marketing, encouraging international collaboration and helping position Wales as a distinct and competitive destination within the UK. As global tourism continues to recover, such initiatives are central to Wales’s strategy to attract international travellers, enhance its global profile, and deliver long-term economic benefits to local communities.
