Wales is positioning itself for a landmark 2027, with a packed calendar of sporting events and a renewed push to attract visitors from across Europe and beyond. The country will host the Grand Départ of the Tour de France, the EuroGames, and the Senior Open golf championship, all while promoting its natural landscapes and cultural heritage.
Lucy von Weber, Head of Marketing for Visit Wales, described the country as a “lesser-known destination” but one with “so much appeal and an incredible history and diversity that we offer.” Speaking at the World Travel Market in London, she highlighted the range of experiences available, from the urban energy of Cardiff to the tranquility of three national parks.
“It offers huge diversity with Cardiff in the south, three national parks, a beautiful, stunning landscape, lots of outdoor adventure activities like walking, cycling and more extreme ones like zipping,” von Weber said. She also noted the unique bilingual character of Wales, where all signs are in English and Welsh, giving visitors a strong sense of being somewhere distinct.
For those who prefer a slower pace, von Weber suggested that Wales is ideal for travelers who want to “slow down a bit, go off the beaten track, and discover somewhere new and different, and really get to know the locals and the communities.”
A year of cycling
The centerpiece of 2027 is the Tour de France, with a stage running from Welshpool to Cardiff on 4 July. To mark the occasion, Wales has declared 2027 as the “Year of Cycling,” a year-long programme that includes an interactive mapping tool to help cyclists explore destinations, attractions, and detours along the country’s extensive network of trails.
“We're hugely excited to be able to showcase Wales as a world-class cycling destination, not only for those who love to do the Tour de France climbs,” said von Weber. “We have some beautiful, flat, easy off-road cycling routes that are really perfectly family-friendly.”
Beyond the professional race, Wales offers a variety of cycling experiences, from challenging mountain routes to gentle family-friendly paths. Von Weber suggests combining a bike ride with a visit to one of the many castles or museums, or simply enjoying the local cuisine, such as Welsh rarebit, cawl stew, or Welsh cakes.
More than just cycling
In addition to the Tour de France, 2027 will see the Senior Open golf tournament held at Royal Porthcawl Golf Club, and Cardiff will host the EuroGames, Europe’s largest LGBTQ+ multi-sport event, marking the first time the games have been held in the UK.
While many of Wales’ major events are concentrated in the summer, the tourist board is keen to promote year-round travel. “We have the castles, the museums, the attractions that are available all year round,” said von Weber. She pointed to the changing seasons, from spring daffodils to autumn colours, and the appeal of winter fairs and cozy pub atmospheres.
For active visitors, the Tau'i Valley Trail in Carmarthenshire offers a 21km flat route, ideal for a leisurely ride or walk. And in Wrexham, near the English border, a surprising Hollywood connection has emerged: actors Ryan Reynolds and Rob McElhenney bought the local football club in 2021, leading to three successive promotions and a hit documentary series, “Welcome to Wrexham.” The Football Museum of Wales and Wrexham Museum, which opened in September, now tell the story of Welsh football and the city’s industrial heritage.
With such a diverse array of attractions, Wales is clearly aiming to shed its “lesser-known” status and become a must-visit destination for European travelers. As von Weber put it, the country offers “a very warm welcome from locals” and a chance to experience something truly different.
