Wales is still something of a “lesser-known destination”, but there’s just “so much appeal and an incredible history and diversity that we offer”, says Clare Dwight, Senior Tourism Marketing Manager at Visit Wales.
Speaking to Euronews Travel at World Travel Market in London, she discussed how the country is keen to attract visitors to explore its natural beauty, discover the many things to do, and to enjoy a very warm welcome from locals.
“It offers huge diversity with Cardiff in the south, three national parks, a beautiful, stunning landscape, lots of outdoor adventure activities like walking, cycling and more extreme ones like zipping,” said Dwight.
She also emphasised the fact that both English and Welsh are spoken here, making it a unique destination. “All of the signs are bilingual, and you just get a really strong sense that the tastes, the sounds and the locals that you’re in somewhere very, very different.”
As well as a destination for thrill-seekers, Dwight says Wales is a great choice for those who prefer to “slow down a bit, go off the beaten track, and discover somewhere new and different, and really get to know the locals and the communities”.
In 2027, more people will likely discover the country as it plays host to a stage of the Tour de France’s Grand Départ, which will run from Welshpool to Cardiff on 4 July. And It’s not just professional cyclists who can get the most out of Wales’ many bike trails.
“We’re hugely excited to be able to showcase Wales as a world-class cycling destination, not only for those who love to do the Tour de France climbs,” she said. “We have some beautiful, flat, easy off-road cycling routes that are really perfectly family-friendly.”
In fact, Wales is taking its hosting of the Tour de France so seriously that it’s named 2027 as a “Year of Cycling”.
The year-long programme will see a first-of-its-kind interactive mapping tool which showcases destinations, attractions and detours along Wales’ cycling routes.
Dwight suggests combining a bike ride with a visit to one of the many castles or museums across Wales, or simply taking in stunning views and enjoying local food and drink, including favourites like Welsh rarebit – an elevated hot cheese sandwich – Cawl stew, or Welsh cakes, a sort of hybrid between a biscuit, a pancake, and a scone.
Next year, Wales will also play host to the Senior Open, a professional men’s golf tournament for players aged 50, which will be held at Royal Porthcawl Golf Club.
Meanwhile, Cardiff will be the temporary home of EuroGames, Europe’s largest LGBTQ+ multi-sport event. It will mark the first time the games have been hosted in the UK.
Despite much of Wales’ largest events taking place in the summer months, the tourist board is hoping to attract more visitors throughout the year.
“We have the castles, the museums, the attractions that are available all year round,” said Dwight.
“You can lean into all of the different seasons, from the daffodils in springtime, through to the bluebells in the woodlands in the summer, into the autumn colours and then in the winter, we’ve got great Christmas fairs and festivals that take place. You can just wrap up warm and enjoy the open fires and pub atmosphere, and things like that.”
For those who like to be a little more active than merely bask in a low-key atmosphere, the Tywi Valley Path in Carmarthenshire, a 21km-long flat route, is a good bet.
Surprisingly, there’s also a significant Hollywood influence in Wrexham, near the English border.
In 2021, actors Ryan Reynolds and Rob McElhenney bought the town’s football club, Wrexham AFC.
The pair’s takeover, three successive promotions and hit documentary series “Welcome to Wrexham” have attracted football fans keen to see the club’s remarkable turnaround for themselves.
There’s a new reason to visit, too. The Football Museum of Wales and Wrexham Museum opened in September, bringing together the story of Welsh football and the city’s industrial and cultural heritage. Highlights include historic memorabilia, interactive displays and tributes to Welsh football legends.