Wales has more castles per square mile than any country in Europe. More than 600 have been recorded, and hundreds still stand in some form across the country. That fact alone says something about Wales: history is everywhere.
But after traveling from North Wales to Cardiff, I came away thinking history is only part of the reason travel advisors should take a closer look at this compact corner of the U.K. For itinerary ideas and planning information, advisors can start with Visit Wales. When I asked our host, Rob Jones, why travelers come to Wales, he did not hesitate. “Oh, I think it’s because of the history, heritage and the culture that we’ve got,” he said. “Our culture is different, our language, obviously, our traditions are different ... we’re quite a proud nation as well.”
For clients who already know London and Scotland, Wales offers something distinctly its own, with enough variety to suit couples, families and several generations traveling together.
History Is Part of the Landscape
Castles may be one of Wales’ easiest selling points. They appear on hillsides, beside towns and along the coast, reminders of centuries of Welsh and English history. Some are remarkably intact. Others survive as romantic ruins woven into the scenery. Wales also has four UNESCO World Heritage Sites. One of the most appealing for travelers is the Slate Landscape of Northwest Wales where mountains, former quarries, communities and railways tell the story of an industry that once sent Welsh slate around the world.
In Wales, heritage often feels less like a museum visit and more like part of the journey.
Add a Steam Train
Our ride on the Talyllyn Railway was one of my favorite surprises of the trip. The historic narrow-gauge railway once carried slate from the mountains to the coast. Today, its steam trains carry passengers through the green countryside of North Wales. I could immediately see the multigenerational appeal. Children get the fun of riding a steam train. Railway enthusiasts get the history. Everyone gets the scenery. It is exactly the sort of experience an advisor can add without worrying whether every traveler shares the same interests.
Use Film and Television As the Hook
Wales may already feel familiar to clients who have never been there. Thanks to “Welcome to Wrexham,” Wrexham AFC is now known far beyond Wales. In Wrexham, the series turned a football club and its community into an international story. A stop at The Turf beside the stadium provides the recognizable screen connection, while the town itself adds local character.
Elsewhere, Welsh locations have appeared in “The Crown,” “House of the Dragon” and “Harry Potter.” At Freshwater West on the Pembrokeshire coast, Harry Potter fans still visit for the beach’s connection to Dobby, but the sweeping shoreline is appealing even for travelers who have never seen the films.
That is why I would not sell Wales as set-jetting alone. Use familiar screen titles to spark interest, then build the trip around the coast, castles, culture and history that give Wales its real appeal.
Tenby Makes the Case for a Seaside Stay
Some places practically sell themselves in a photograph. Tenby is one of them. Pastel-colored houses rise above the harbor and beaches, backed by medieval walls and narrow streets filled with shops, restaurants and pubs. The town immediately felt like somewhere I wanted more time.
For advisors, Tenby works across generations. Families have beaches. Couples have a walkable seaside town. Active travelers can connect with the coastal path. Visually, it looks like the British seaside town many North American travelers imagine before they ever arrive.
Pembrokeshire Works Across Generations
Tenby is only one reason to spend time in Pembrokeshire. In St. Davids, Britain’s smallest city, the cathedral sits unexpectedly below the town in a hollow. Nearby, some of Wales’ most dramatic scenery unfolds along the Pembrokeshire coast.
The region gives advisors room to tailor the experience to the client. Active travelers can walk sections of the coast. History lovers have the cathedral and ancient sites. Film fans have familiar locations. Food-focused travelers can try local seafood and Welsh lamb.
For upscale clients, Twr y Felin in St. Davids combines contemporary art, luxury accommodations and the history of a former windmill.
This is where Wales felt especially well-suited to multigenerational travel. Family members can want very different things from the day and still enjoy the same destination.
Welsh Culture Gives the Trip Its Identity
The most important difference may be harder to put on an itinerary.
Wales feels Welsh. The Welsh language appears on road signs, menus and public buildings. We heard it spoken. Local foods appeared repeatedly on menus. Stories about poets, miners, actors and communities helped connect the places we visited. That strong sense of identity keeps the trip from feeling like an extension of England.
Finish in Cardiff
After days of coast, countryside and small communities, Cardiff changes the pace. The capital offers Cardiff Castle, shopping arcades, restaurants, markets and the waterfront at Cardiff Bay. It also brings the screen story full circle. BBC Cymru Wales offers behind-the-scenes studio tours, and Cardiff has long been associated with productions such as “Doctor Who,” along with many other television and film projects.
During our BBC tour, I even had the chance to sit behind the news desk. Film and television in Wales are not only about historic locations that once appeared on screen. Production remains part of contemporary Welsh life.
Match Wales To the Client
Perhaps the biggest opportunity for advisors is that there is no single type of Wales traveler. For multigenerational families, combine castles, a steam railway, beaches and familiar film locations. Couples may prefer boutique hotels, food, coastal scenery and towns such as Tenby. Active travelers have mountains and miles of coastline. History lovers have castles, cathedrals and UNESCO heritage.
And the interests do not have to match. One traveler can be thinking about “House of the Dragon,” another can be waiting for the steam train and someone else may simply want to photograph a castle or walk along the coast. They can all enjoy Wales together.
A Destination Worth Another Look
Before this trip, I associated Wales with castles, Cardiff and a handful of famous actors. What I had not appreciated, was how many kinds of trips can fit inside such a relatively small country. There is history without spending every day in museums. There are screen connections without needing to be a film fanatic. There are beaches, small towns, mountains, heritage railways, food, culture and a capital city to finish the trip.
For advisors whose clients have already checked London and Scotland off their lists, Wales does not have to be an add-on. It may be the destination they have been overlooking.
Sharon Kurtz
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