Wales puts cycling centre stage ahead of historic Tour de France Grand Départ finale in 2027 

Visit Wales invites the global travel trade to discover Wales as a destination with world-class cycling at WTM London 2026, UKinbound Pavilion (stand S5-220) 

Visit Wales will use WTM London 2026 to preview how Cymru (Wales) will harness one of the most powerful moments in world sport: the first Tour de France stage to be held in Wales.

On Sunday 4 July 2027, Stage 3 and the climax of the Grand Départ will race 223kms from Y Trallwng (Welshpool) to Caerdydd (Cardiff). 

On the UKinbound Pavilion at WTM, Visit Wales will announce how its 2027 marketing campaign will celebrate the experiences visitors can enjoy while cycling in Wales - turning global attention on the race into practical inspiration for bookable itineraries, touring programmes and memorable client experiences.  The campaign takes a dual approach to showcase Wales’ unique experiences, both to those open to including a short easy cycle to their holiday, through to serious cyclists looking for a cycling holiday.

Wales offers exceptional variety within a compact, accessible destination, from traffic-free trails such as the Elan Valley Trail – pausing for a walk through one of its Victorian dams - or Mawddach Trail for a Welsh ice cream in the seaside town of Barmouth.  Experience quiet lanes of the National Cycle Network for instance in Pembrokeshire or Carmarthenshire, to challenging road routes including the Rhigos and Caerphilly Mountain – stopping for breath to visit Caerphilly Castle - along with purpose-built mountain-bike centres like Bike Park Wales and Antur Stiniog. Routes link landscapes with distinctive attractions like the Taff Trail with Cardiff Castle and experiences, with cycle hire and luggage-transfer services making it easy to include cycling in short breaks, escorted tours and wider Britain programmes.

The 2027 Grand Départ is an opportunity to showcase cycling as a gateway to Welsh culture, heritage, food, communities and year-round adventure. It also gives agents and operators a timely reason to develop new Wales product or add Wales to existing Britain itineraries. 

“Cymru (Wales) is preparing to welcome the world’s most famous cycling race, with the climax of the Tour de France Grand Départ in 2027. The Welsh stage is already being described as ‘the one to watch’. Wales is made for bikes, with varied landscapes and Only in Wales experiences. We look forward to helping the travel trade turn that excitement into inspiring journeys for their clients.”

Clare Dwight, Senior Tourism Marketing Manager (B2B), Visit Wales

See the story take shape at WTM London 

Throughout WTM London, stand S5-220 will feature a striking installation made from bicycle parts in the shape of Wales. Celebrating Stage 3, it will provide a visual introduction to Wales’ cycling story and a focal point for discussions about future campaigns and product opportunities.

Wales combines three National Parks: Eryri (Snowdonia), Bannau Brycheiniog (Brecon Beacons) and Pembrokeshire Coast, seven sites with UNESCO World Heritage designation including the Pontcysyllte Aqueduct and Castles and Town Walls of King Edward and 1,200km of coastline where clients can walk the Wales Coast Path - offering memorable experiences in a compact destination.  Wales has two languages: Cymraeg (Welsh) and English.  Welsh is one of the world’s most vibrant small minority language and all signs are bilingual, so Wales feels distinct.

Clients can try coasteering or explore the country’s rich mining heritage transformed into epic adventure attractions, ride 12 scenic historic railways and enjoy unique Welsh food and drink.  Cardiff – Wales’ capital - is less than two hours from London, making Wales a convenient gateway to a wider Britain itinerary. 

Six suppliers will join Visit Wales on the UKinbound Pavilion stand S5-220, offering ideas and opportunities for new Wales programmes: 

• Cadw – castles, monuments and historic places for groups and independent travellers. 

• Cambria@ASA – tailor-made FIT, group and business-events programmes. 

• The Celtic Collection, including Celtic Manor Resort – Welsh hotels and resorts offering accommodation, golf, spa, dining and events. 

• Coastal Cottages of Pembrokeshire – more than 500 self-catering properties across Pembrokeshire. 

• Coin, Coal and Cheers – a group package combining The Royal Mint Experience, A Welsh Coal Mining Experience and Hensol Castle Distillery. 

Transport for Wales – public transport connections across Wales.