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A new handbook is available, outlining the tourism business benefits of being associated with The Wales Way initiative to help them make the most of the opportunities linked to the routes.

First published:
7 October 2019
Last updated:

This was published under the 2016 to 2021 administration of the Welsh Government

A print version will be launched at Octobers Visit Wales Roadshows and also available to view and download online.

The Wales Way, which was launched in 2017, is a family of 3 routes (The Cambrian Way, The Coastal Way and The North Wales Way), which encourages visitors to discover more of Wales. The routes offer great opportunities to target the higher spending international visitor market as well as adding to Wales’s appeal within the competitive domestic markets.

Visit Wales has launched The Wales Way industry handbook to assist businesses in Wales to make the most of this exciting and developing initiative. The businesses along the routes play a key role in ensuring that Wales’ visitors have the best experience whilst they are here – and encourage them to explore off the beaten track – or to go ’igam ogam’ as they travel across Wales.

Deputy Minister for Culture, Sport and Tourism, Lord Elis-Thomas, said:

The Wales Way is an exciting initiative and this new handbook will further encourage the industry to get involved in order for our visitors to discover the best of Wales and to have a seamless Wales Way experience.

We know that national routes work, because they’ve been tried and tested in many other countries.  Iconic National Routes such as Route 66 in the US and the Great Ocean Road in Australia to the Norwegian Scenic Routes and Wild Atlantic Way in Ireland – all have something in common – they inspire and encourage visitors, offering blueprints for taking in the best of what each destination has to offer.

The Wales Way is much more than just a driving route.  It promotes enhanced connections to multiple modes of transport: rail, bus, bicycle, walking and riding trails.

Supportive Comments from the Industry

Twr y Felin is a signature point along The Coastal Way, Paula Ellis, Group General Manager, said:

The Wales Way is absolutely fantastic, and it’s just what Wales has needed. This is now an opportunity for tourism and hospitality providers, as well as attractions, to really connect and to place Wales on an international platform to attract more and more visitors.

Another feature of the Coastal Way is Talyllyn Railway, Daniel King, Marketing Manager, said:

We’re very excited about  The Wales Way as it encourages tourists to venture off the beaten track to experience the beautiful Welsh countryside — which is exactly what we do. The routes promote co-marketing between businesses and individual destinations, which helps us all capitalise on the growing number of people visiting Wales.

Alwyn Griffith, managing Director of Celticos Guided tour operator, North West Wales, said:

Our customers are looking for a taste of the real Wales — our language, culture, heritage and landscape. They want to be taken to some of our nation’s hidden gems as well as the more iconic spots, and this is what The Wales Way is all about. Businesses like ours can leverage massive benefits from the international marketing opportunity offered by The Wales Way.

Naunton Dickins has been an advocate of The Wales Way since day one. His company, Pronto Motorhome Hire, now promotes a dedicated ‘Motorhome The Wales Way’ travel guide, encouraging their customers to follow one — or more — of the three core routes. He said:

The adventure touring market is one of the fastest growing tourism sectors and I see a great fit between that, The Wales Way and luxury motorhome hire. Motorhomes offer a fantastic way to experience our stunning country and The Wales Way is the ideal starting point for visitors to explore. It therefore makes perfect sense to dovetail our product development and marketing initiatives with Visit Wales’ campaigns.