Lucy von Weber, head of marketing for Visit Wales, shares her thoughts on the country’s appeal for groups and the resources available to help group visits.

Harlech Castle, Wales

Source: Crown copyright Cymru Wales

Harlech Castle, just one of over 600 castles to explore in Wales.

Wales has so much to see, experience and rediscover – cities, towns, coastline, landscape and culture. There’s a strong sense of place, too – approximately 20% of locals speak Welsh as a first language. Having introduced our visitor promise ‘Addo’ (the Welsh word for promise) in 2020 we continue to work with our industry, communities and visitors to provide a warm and safe welcome to you and your clients.

Wales has over 600 castles to explore. The castles in Conwy, Caernarfon, Beaumaris and Harlech have UNESCO World Heritage Status. Exciting developments are taking place in Caernarfon and Caerphilly Castles to add to the visitor experience. The National Museum Wales has seven sites around Wales, each with a different story to tell including the best collection of impressionist paintings outside Paris at the National Museum Cardiff.

Lucy von Weber, head of marketing for Visit Wales

Lucy von Weber.

North West Wales’ slate landscape is now Wales’ fourth UNESCO World Heritage site. Between 1780 and 1940, the slate industry dominated world production of roofing slates, transforming both the environment and the communities who lived and worked here. Today, there is plenty for visitors to discover and experience as the legacy of the industry continues to be recognised worldwide, including Ffestiniog Railway, Tal y Llyn Railway and the National Slate Museum in Llanberis.

It is easy to enjoy the Welsh outdoors. There are three National Parks – Snowdonia National Park, Brecon Beacons National Park and Pembrokeshire Coast National Park – each one celebrating different landscapes, as well as our five Areas of Outstanding Natural Beauty.

The Wales Coast Path (the world’s first national continuous coastal walking route) will celebrate its tenth anniversary in 2022, so look out for the calendar of events and new themed walks. A Travel Trade Toolkit can be downloaded from to help operators plan walking holidays in Wales. You can also sample locally produced food and drink. Check out the food and drink factsheets on our website and new distilleries including Penderyn Distillery in Llandudno and Hensol Castle Distillery near Cardiff.

Cardiff, Swansea and Newport are good city break destinations with a wide range of attractions and a growing choice of group-friendly accommodation. They also make a good base to explore the surrounding area. The Wales Way was named by National Geographic as one of the 25 best trips in the world in 2020 and it comprises of three national scenic touring routes: The Cambrian Way; The North Wales Way; and The Coastal Way.

For more information has many resources, news pages, factsheets, itineraries and copyright free images available, sign up to our enewsletter or contact Visit Wales via

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This comment is from the 2022 edition of Who’s Who in Group Leisure. To access the digital edition click here.