23 APR 2019: Yearly themes are nothing new in tourism as tourist boards often invoke general topics like food, art or culture, or sometimes specific events or anniversaries, in the hopes of inspiring or simply framing visitor interest.
To that end, Visit Wales has declared 2019 as the “Year of Discovery” for the small country, which may seem somewhat undefined except for the sad fact that the undiscovered gem of Britain often flies under the radar of visitors, particularly Americans. For Canadians, this western portion of the UK, bookended by a border with England and the Irish Sea, is often added on to itineraries for no more than a couple of days
But no matter where its visitors might come from, the marketing theme aims to promote Welsh heritage and cuisine; beautiful landscapes, including mountainous interior and rugged coastlines; and the hidden delights of the cosmopolitan capital, Cardiff.
Wales – Year of Discovery 2019 (YOD) builds on the destination’s three previous themes (Year of the Sea, Year of Legends and Year of Adventure) and emphasises that Wales is alive with events and activities.
“YOD will encourage visitors to not only discover Wales but also themselves through the wealth of attractions, adventures and experiences Wales has to offer,” says the tourist board.
One key focus as the summer high season approaches, says Visit Wales director of marketing North America Stephen Nase, is The Wales Way, a group of three national touring routes launched late last year that cross the country’s most epic landscapes, showcasing its fascinating history, coastlines and attractions. They include:
• The Cambrian Way: Runs north-south along the mountainous spine of Wales, connecting the Victorian seaside town of Llandudno to Cardiff.
• The Coastal Way: Runs along the length of Cardigan Bay and is ideal for nautical views.
• The North Wales Way: Leads visitors to Beaumaris, Caernarfon, and Conwy – three of the four imposing 13th-century fortresses deemed a UNESCO World Heritage Site.
Collectively the routes are part of a decade-long program to increase visitors and help position Wales as a year-round destination for experience-seeking travellers, willing to explore off-the-beaten track locations.
Important draws for visitors also include genealogy, food and adventure, adds Nase, who notes that tourism co-promotions with Ireland will play into visitors’ predilections for pairing Wales with neighbouring countries.
Some other Welsh tourism highlights this year include:
• St. Fagans National Museum of History, the largest and most beloved heritage attraction in Wales, has finished the biggest redevelopment project in its history – a £30-million (CA$52 million) project transforming the mostly outdoor museum, which includes 50 buildings relocated from around the country, into a gateway introducing Wales for all visitors. The new initiative enables visitors to explore life in Wales from the earliest humans to present day life at St. Fagans through the national collections of history and archaeology.
• Cambria DMC’s popular weekly guaranteed departures for fully inclusive tours – Snapshot of Wales – start in May and run every Monday until the end of September. The guided tours take in the whole country in five days filled with an array of activities, from learning about the Welsh tradition of carving lovespoons, to visiting the last place the Devil visited in Wales, to having the opportunity to stay in a Welsh castle. Meanwhile, in addition to its current offering of adventure, cycling, walking, self-drive and chauffeur-driven tours, Cambria DMC has introduced a literary tour to showcase the inspiration and culture found within Wales. Also available are a roster of bespoke tours that accommodate every interest and activity from food fanatics to steam-railway enthusiasts.
• New group rates and bespoke excursions are available at Portmeirion, an Italianate village situated on a private peninsula overlooking stunning coastal scenery. One of Wales’ most popular destinations, Portmeirion Village features iconic architecture, scenic gardens and vast woodlands, two hotels, historic cottages, spa and award-winning restaurants.
• A new Wales specialist, Routescape, offers unique travel experiences for the discerning traveller, initially focused on the best of Wales and the wider British Isles. Carefully designed tours offer stays in a collection of handpicked luxury hotels set in the most scenic locations.
• The much-anticipated opening of the Powys section of the Heart of Wales Line Trail has completed the 225-km route, which weaves between stations along the Line, offering visitors and walkers a chance to explore Wales and the Borders by rail (hopping on and off at will) and on foot, without the car. Trail designers also took care to put “characterful cafés, locally run pubs, family-farmed produce and local B&Bs at the centre of the walking trail experience.” See Heart of Wales: