Wales Showcases Top Destinations and Experiences Through a Successful Trade Fam Trip to Boost their Inbound Tourism

Wales recently unveiled an initiative to enhance its profile in the international tourism market. For four days, 14 top UK tour operators joined a specific familiarisation trip that VisitWales staged in collaboration with UKinbound. The journey was aimed at bringing international travel trade buyers closer to Wales, enabling them to experience the country’s varied tourist products and learn more about its destinations. The initiative was intended to enhance Wales’ competitive position in the global tourism market, with an emphasis on cultural, heritage, and experiential tourism.

Exploring South and North Wales: A Journey Through Time and Culture

The itinerary featured an exciting blend of historical and cultural highlights across South and North Wales. The trip began in South Wales, where buyers visited iconic sites such as Abergavenny, Caerphilly Castle, and the Newport Transporter Bridge visitor centre, set to open soon. The group also explored the White Castle Vineyard, Llanover Garden, and Wales Perfumery, offering a glimpse into the country’s flourishing food, drink, and artisan sectors.

The tour then moved to North Wales, showcasing the UNESCO World Heritage Site Pontcysyllte Aqueduct and Chirk Castle, one of the region’s most significant historic landmarks. A guided tour of Wrexham was also part of the experience, giving delegates a chance to explore this dynamic town. Alongside these fascinating sites, networking events provided buyers with opportunities to meet local suppliers, including heritage railways, local coach operators, and the management of Cardiff Airport, connecting international businesses with the best of Welsh tourism.

Networking and Industry Collaborations for Growth

The programme also featured high-level networking events, where travel buyers connected with Welsh tourism businesses, fostering valuable industry partnerships. One of the key meetings took place at The Angel Hotel in Abergavenny, where tourism stakeholders could share insights and discuss strategies for attracting more international visitors to Wales. In Wrexham, an event hosted at the STōK Cae Ras stadium brought together more than 70 Welsh and UK businesses involved in the inbound tourism industry, making it an ideal platform for collaboration.

These interactions are part of VisitWales’ broader strategy to increase international market share, boost tourism revenues, and elevate the country’s reputation as a leading destination for high-value visitors. In 2024, Wales welcomed over 929,000 international visitors, contributing more than £488 million to the Welsh economy and supporting thousands of jobs within the tourism sector.

A Collaborative Approach to Growing International Tourism

The success of this familiarisation trip has been widely praised within the tourism industry. Joss Croft OBE, CEO of UKinbound, emphasised that Wales offers a wealth of experiences for international visitors seeking to explore the UK. He commended the initiative for giving buyers a direct opportunity to experience the region firsthand, which is vital for promoting Wales as part of wider UK holiday itineraries.

Rebecca Evans, Welsh Government’s Cabinet Secretary for tourism, highlighted the importance of such events in promoting high-end experiences like food tours, vineyards, and distilleries, which are increasingly sought after by visitors from North America and Canada. Evans underscored Wales’ commitment to attracting a more discerning class of international traveller, with tailored itineraries focusing on culture, history, and local experiences.

Immersive Experiences for Travel Trade Buyers

The fam trip, a term commonly used in the travel industry for familiarisation tours, provided international travel buyers with practical insights to enhance their own tour packages. Through site visits and destination briefings, the buyers had the opportunity to understand what makes Wales a truly unique destination within the UK. These hands-on experiences will help travel professionals position Wales as a must-visit region for their international clientele.

Ana Barriga from Kuoni Tumlare described the trip as a perfect mix of seamless logistics and valuable experiences. She noted the opportunity to meet passionate local suppliers, learn about Wales’ distinctive offerings, and gain a deeper understanding of the country’s cultural identity, which will help her design compelling travel packages for clients.

Promoting Wales to International Markets

Through strategic initiatives like these, Wales is steadily building its reputation as an appealing destination for international travellers. The collaboration between VisitWales, UKinbound, and key tourism businesses underscores the vital role of partnership in promoting regional tourism. It also signals the Welsh Government’s clear focus on expanding its tourism footprint, particularly in North America, Europe, and Asia, where demand for cultural, heritage, and bespoke travel experiences is growing.

As Wales continues to recover from the impacts of the pandemic, initiatives like this familiarisation trip play a crucial role in re-establishing the country as a leading tourism destination. They not only enhance international awareness but also encourage sustainable growth and foster long-term relationships within the global travel trade.

A Bright Future for Welsh Tourism

Looking to the future, VisitWales and UKinbound are poised to remain in partnership in promoting Wales to its main international markets. The tourism strategy of the country continues to target high-spending visitors that look for genuine and meaningful travel experiences. With continued partnership, Wales is poised to welcome increasing visitors in the years to come and facilitate its expanding economy and local communities along the way.

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