Wales may still sit in that pleasantly surprising category of “lesser-known destination,” but the people whose job it is to promote the country are quick to point out that there is far more here than many travellers realise. Clare Dwight, Senior Tourism Marketing Manager at Visit Wales, told Euronews Travel at World Travel Market in London that Wales has “so much appeal and an incredible history and diversity that we offer.” It is a pitch that feels refreshingly grounded: this is not a place trying to shout over its neighbours, but one inviting visitors to look a little closer and discover a country that rewards curiosity. Dwight talked about a destination keen to draw people in to explore its natural beauty, to find the many things to do, and to enjoy the warmth of a local welcome that often becomes one of the most memorable parts of a trip. Wales, she explained, offers huge diversity: Cardiff in the south, three national parks, a beautiful and sometimes dramatic landscape, and plenty of outdoor adventure. Walking and cycling are obvious draws, but so are more adrenaline-fuelled activities such as zipping. There is also the simple but powerful fact that both English and Welsh are spoken here, which gives the place a distinctive character. All the signs are bilingual, and as Dwight put it, you get a strong sense that the tastes, the sounds and the locals tell you that you are somewhere very, very different. It is a destination for thrill-seekers, yes, but also for people who prefer to slow down a bit, go off the beaten track, discover somewhere new and different, and really get to know the locals and the communities.
That sense of discovery is about to get a global spotlight. In 2027, Wales will host a stage of the Tour de France’s Grand Départ, with a route running from Welshpool to Cardiff on 4 July. It is the kind of moment that can change how a country is seen, and Visit Wales is clearly determined to make the most of it. Dwight said the team is “hugely excited to be able to showcase Wales as a world-class cycling destination,” not only for riders who dream of tackling Tour de France-style climbs, but also for people who simply want a beautiful, manageable day on two wheels. Wales has some lovely, flat and easy off-road cycling routes that are genuinely family-friendly, which matters if the goal is to make cycling feel welcoming rather than intimidating. In fact, Wales is taking its Tour de France hosting role so seriously that it has named 2027 a “Year of Cycling.” The year-long programme will include a first-of-its-kind interactive mapping tool showcasing destinations, attractions and detours along Wales’ cycling routes. For visitors, the appeal is obvious: you can build a trip around a bike ride and then fold in a visit to one of the many castles or museums across the country, or simply pause to take in stunning views and enjoy local food and drink. The classic tastes are part of the experience too, including favourites like Welsh rarebit, which is essentially an elevated hot cheese sandwich, Cawl stew, and Welsh cakes, that delightful hybrid between a biscuit, a pancake and a scone.
It is not just cycling fans who will have a reason to plan a Welsh trip. Next year, Wales will host the Senior Open, a professional men’s golf tournament for players aged 50 and over, at Royal Porthcawl Golf Club. Cardiff will also become the temporary home of EuroGames, Europe’s largest LGBTQ+ multi-sport event, marking the first time the games have been hosted in the UK. These events matter beyond the immediate crowds they bring. They show a country comfortable with hosting, celebrating and welcoming different kinds of visitors, and they add fresh energy to a destination that already has a strong cultural and natural offer. Even though many of Wales’ largest events take place in the summer months, the tourist board is hoping to attract more visitors throughout the year. Dwight pointed out that Wales has castles, museums and attractions available all year round, and that travellers can lean into all the different seasons. Spring brings daffodils, summer brings bluebells in the woodlands, autumn brings colour, and winter brings great Christmas fairs and festivals. In the colder months, there is a particular pleasure in wrapping up warm and enjoying open fires and pub atmosphere. That is a very human way to sell a country: not just as a checklist of sights, but as a place with rhythms, moods and seasons that change what a visit feels like.
For those who like to be a little more active than merely bask in a low-key atmosphere, the Tywi Valley Path in Carmarthenshire is a good bet. It is a 21km-long flat route, which makes it accessible to a wide range of walkers and cyclists and gives visitors a gentle way to spend time in the landscape without needing to be an expert. But one of the more surprising stories in Wales right now is the 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 takeover, three successive promotions and the hit documentary series “Welcome to Wrexham” have attracted football fans keen to see the club’s remarkable turnaround for themselves. It has turned a town into a destination for people who want to feel part of a story that has been told with humour, heart and a fair amount of disbelief. There is 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. It is the sort of place where sport, memory and local identity meet, and it gives visitors another way into understanding Wales beyond the postcard views.
What makes Wales hang together as a destination is the way its experiences complement one another. You can spend one day on a family-friendly off-road bike route and the next wandering around a castle or museum. You can chase a bit of adrenaline with zipping, then balance it out with a slow afternoon in a pub or a quiet walk through a valley. You can visit for a major event such as the Tour de France Grand Départ in 2027, the Senior Open at Royal Porthcawl or EuroGames in Cardiff, and still find that the quiet moments between the headlines are just as rewarding. The bilingual signs, the sound of Welsh and English, the local food and drink, the open fires in winter and the daffodils in spring all add up to something that feels distinct rather than generic. Dwight’s point about slowing down and going off the beaten track is not just marketing language; it reflects the kind of holiday many people are now looking for. They want somewhere that feels real, where communities are part of the experience, and where a warm welcome is not a slogan but something you actually notice. Wales, with its three national parks, Cardiff’s urban energy, its outdoor adventures and its surprising cultural moments, fits that brief well.
The overall message from Visit Wales is simple: this is a country with incredible history and diversity, and it is ready to be explored with fresh eyes. Whether you are drawn by world-class cycling and the 2027 Year of Cycling, by the chance to see Wrexham’s football story up close, by a major golf or multi-sport event, or by the quieter pleasures of a 21km flat path in Carmarthenshire, there is room to build a trip that suits your pace. You can combine a bike ride with castles, museums, views and local food; you can visit in spring for daffodils, summer for bluebells, autumn for colour or winter for Christmas fairs and pub fires; and you can do it all with the sense that you are somewhere genuinely different. Wales may still be lesser-known to some travellers, but that is part of its charm. It offers the rare combination of being accessible and surprising, familiar and distinctive, adventurous and restful. And as Dwight suggests, the best way to understand it may be to slow down, go off the beaten track, and get to know the locals and the communities — because that is where the real appeal of Wales sits, beyond the big events and the beautiful landscape.
