Wales tourism is preparing for a significant year in 2027, with the Tour de France, a year-long celebration of cycling, major sporting events and Wrexham’s growing international profile expected to attract more visitors to the country.
The Welsh tourism industry is hoping to introduce more international travellers to a destination that, despite its landscapes, historic attractions and outdoor activities, remains relatively unfamiliar to many holidaymakers.
Speaking at World Travel Market in London, Clare Dwight, Senior Tourism Marketing Manager at Visit Wales, said the country had much more to offer than many visitors realise.
“Wales is still a lesser-known destination, but there’s so much appeal and an incredible history and diversity that we offer,” she said.
From Cardiff in the south to its three national parks, Wales offers a combination of historic towns, mountain landscapes, coastal scenery and outdoor activities. Visitors can spend their time walking, cycling and exploring the countryside, while those looking for more adventurous experiences can try activities such as zip-lining.
The country’s Welsh language is another important part of its identity. English and Welsh are both spoken, and bilingual signs are common throughout the country. Dwight said the language, local traditions and everyday culture give visitors a sense of being somewhere distinct from other parts of the UK.
Visit Wales also wants to appeal to travellers who are not necessarily looking for an action-packed holiday. Exploring smaller communities, meeting local residents and spending time away from the busiest tourist areas are among the experiences the tourism board hopes more visitors will consider.
One of the biggest opportunities to attract international attention will come on 4 July 2027, when Wales hosts a stage of the Tour de France Grand Depart. The route will run from Welshpool to Cardiff, bringing one of the world’s most recognised cycling events to Welsh roads.
The event is expected to provide an opportunity to showcase the country’s cycling infrastructure and landscapes to a global audience. However, Visit Wales is keen to make clear that the appeal of cycling in Wales extends well beyond professional riders and challenging mountain climbs.
The country has a range of cycling routes, including relatively flat, traffic-free paths suitable for families and less experienced cyclists. To build on the attention generated by the Tour de France, Wales has designated 2027 its Year of Cycling.
A central part of the programme will be an interactive mapping tool designed to help cyclists discover routes, nearby attractions and places worth visiting along the way. The idea is to encourage visitors to explore more of the country rather than treating cycling as an activity limited to a single route or event.
Cycling can also be combined with visits to Wales’ historic castles and museums. Local food is another part of the experience. Traditional dishes include Welsh rarebit, a hot cheese-based dish served on toast, and cawl, a traditional stew. Welsh cakes, which have a texture somewhere between a biscuit and a small pancake, are another familiar local speciality.
Beyond cycling, 2027 will bring several other major events to Wales. Royal Porthcawl Golf Club will host the Senior Open, a professional men’s golf tournament for players aged 50 and over.
Cardiff will also host EuroGames, Europe’s largest LGBTQ+ multi-sport event. It will be the first time the competition has taken place in the UK, adding another international sporting event to the country’s calendar.
Although these events are expected to generate considerable interest during the summer, Visit Wales wants to encourage visitors to consider travelling outside the traditional holiday season. The tourism board argues that many of the country’s attractions, including castles, museums and cultural sites, remain available throughout the year.
Each season offers a different reason to visit. Spring brings daffodils, while bluebells appear in woodland areas during summer. Autumn offers changing colours across the countryside, and winter brings Christmas fairs and festivals. Traditional pubs, open fires and seasonal food also provide reasons to explore Wales during the colder months.
For visitors who prefer quieter outdoor activities, the Tywi Valley Path in Carmarthenshire is one option. The 21-kilometre route is relatively flat, making it suitable for walkers and cyclists who want to explore the surrounding landscape without tackling demanding terrain.
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Wrexham is another destination attracting attention, particularly among international football fans. The north Wales city has gained a much higher profile since Hollywood actors Ryan Reynolds and Rob McElhenney bought Wrexham AFC in 2021.
Their ownership, followed by three successive promotions for the football club and the popularity of the documentary series “Welcome to Wrexham”, has brought international attention to a club that was previously little known outside British football circles.
The growing interest in the club has also created opportunities for visitors to discover more of the city itself. In September, the Football Museum of Wales and Wrexham Museum opened, offering visitors an opportunity to explore Welsh football history alongside the city’s industrial and cultural heritage.
The museums feature historic football memorabilia, interactive displays and tributes to important figures in Welsh football. Their opening adds another attraction for visitors who want to understand the history behind the club and the wider community that has become familiar to audiences through the television series.
For Wales, the challenge is to turn growing international attention into longer-lasting tourism interest. The Tour de France and major sporting events may introduce the country to new audiences, but its appeal also lies in the experiences available beyond the competition venues: historic towns, accessible cycling routes, Welsh-language culture, local food and landscapes that can be explored throughout the year.
