By MICHAEL BAGINSKI/ Last week, a handful of Canadian travel advisors were whisked off to Wales to get a taste of the small country’s large personality with the aim using their first-hand experience to return with the stories, confidence and product knowledge to inspire their clients to discover a lesser-known side of Britain – and one considered an “undiscovered gem.”
Mostly novices to the country, the 10 agents were hosted by DH Tours/ Blue-Roads Touring, RIT (Royal Irish Tours), VisitBritain, and Visit Wales, with contributions from Cardiff Airport, and most importantly, WestJet, which showed off its inaugural summer service between Toronto and the Welsh capital.
While concluding for the season this week, the flights have been renewed for 2027 and are already available for sale.
Travel Industry Today accompanied five agents (four from Ontario, one from Calgary) on the eight-day Blue-Roads small group ‘Wonders of Wales’ tour, designed to take them around the country via luxury mini-coach beyond the main roads and from mountains to sea.
Throughout the journey, the agents uncovered Wales’ rich history and culture, from exploring impressive castles and historic towns to discovering the traditions that continue to shape communities today.
A signature moment included stepping back in time at Big Pit National Coal Museum – a UNESCO World Heritage Site and one of Wales’ most iconic industrial landmarks. The group (photo below) dug deep into the past as they descended 90 metres underground for a guided tour of the former working mine, hearing first-hand stories of the communities and generations that shaped Wales’ mining heritage.
“The Big Pit surprised me the most. I was dreading it, but it was thoroughly fascinating,” said Vicki Morrison of Ellison Tours & Travel, Exeter, Ont. “They make it so accessible to the general public.”
Other tour highlights included the National Wool Museum, which tells the story of Wales’ other critical economic and social lifeblood (along with coal), a ride on a vintage narrow-gauge train, countless castles, pretty postcard villages like Tenby, numerous winding and narrow roads (in both the rugged north and pastoral south), and Snowdonia National Park. Pulling it all together was the Saint Fagans National Museum of History, a living time capsule of collected farmhouses, historic shops and chapels that have been moved stone by stone from every corner of the country.
Royal Irish Tours
While five advisors were circling Wales on their tour, another five joined RIT, focussing on the South, including experiences such as a food tour in Cardiff, spa, sheep dog training farm, and visit to the Royal Mint.
The entire group gathered for a final farewell dinner at the excellent Parkgate hotel in Cardiff, sponsored in part by Cardiff Airport (CWL), which serves as a direct entry to Wales, alleviating the need to transit through busy London Heathrow.
CWL
“One of the Visit Britain’s key priorities is to promote nations and regions of Britain. And when we talk about the regions, a big chunk of it is getting into places that haven’t been easily drawn out from London,” Ritushri Dhankher, National Travel Trade & Aviation Manager – Canada for Visit Britain told Travel Industry Today.
“So, when WestJet brings in this amazing, direct seasonal flight from Toronto to Cardiff from May to September, that gives us an opportune time to talk about the nation of Wales, and all that can be explored from the beautiful gateway of Cardiff City and going into the entire nation of Wales, whether to the north, the southwest, Saint David’s, or the coastline of Pembrokeshire – or even going to discover the regions of southwest England.”
Currently, only 2% of Canadians who travel to the UK visit Wales, noted Dhankher, but she believes the WestJet flight presents an opportunity to “up those numbers.”
And while there is bookable product available for Canadians, she says the FAM was a great opportunity to further educate some key agents, enabling them to create even more product for their clients.
Most of the agents on the two FAMs hadn’t Visited Wales before, but all certainly came away impressed.
“It’s been amazing. It’s what I thought, but better,” said Davis Grisold of Royal City Travel in Guelph, Ont.”
From her perspective, Ruth MacRae of Worldwide Eco Tour in Calgary, said, “I don’t think people know a lot about Wales.” But, she quickly added, “it’s going to be our job to let them know how wonderful it is.”
Travel trade
Clare Dwight, Senior Tourism Marketing Manager, Cymru Wales reminds that a dedicated website offers assistance to tour operators and travel advisors in developing and selling a Wales program. Sections include product, facts, itineraries, useful information, and news. Visit the site at www.traveltrade.visitwales.com .
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