VisitWiltshire has secured £1m over two years from the Discover England Fund to develop the Great West Way into a touring route between London and Bristol. 


The Great West Way project will be led by destination management organisation VisitWiltshire and is set to transform tourism along the 125-mile route – a quarter of which is in Wiltshire.

It will create a route for car, coach, rail, cycling, walking, and canal boating visitors and comes as the tourist group has released new videos showing the ‘best bits’ of Wiltshire.

The route includes many of England’s iconic attractions and destinations, from London and Windsor to Castle Combe, Lacock, Bath, Bristol, and the Cotswolds.

Plus, it will take in four World Heritage Sites and four Areas of Outstanding Natural Beauty.

Funding information

It’s one of a number of projects made possible by the Government’s £40m Discover England Fund, administered by VisitEngland. The Great West Way project will be supported by 40% match funding from partners in the public and private sectors.

VisitWiltshire chief executive, David Andrews, said, “We are absolutely thrilled to hear that our round two bid has been successful. This major investment will help us create one of the world’s premier touring routes between London and Bristol, linking destinations, accommodation, attractions and transport options under a single Great West Way theme.

“It will include the development of inspirational new content and channels making it easier for visitors to book personalised trips, and act as a catalyst for visitor economy growth along the route.”  

VisitWiltshire received Round One Discover England funding of £250,000 for Great West Way activity in 2016/17 to develop and concept test the idea.

Spot the best bits

VisitWiltshire has developed a series of videos showing the ‘best bits’ of Wiltshire with aerial views. The films, taken using a drone, illustrate Wiltshire’s ‘timeless brand positioning’, focusing on the county’s Timeless Wonders, Timeless Pleasures, Timeless Nature and Timeless Places.

The films also align with VisitBritain’s ‘Countryside is GREAT’ campaign. The most recent film can be viewed below:

For other videos, and for further information on what groups can enjoy in Wiltshire, visit