Wales continues to celebrate our ‘croeso’ (welcome), inviting visitors to ‘Feel the hwyl. Only in Wales.’ Building on the success of the 2025 campaign, ‘hwyl’—based on the Welsh word that uniquely embodies a sense of fun, passion, and spirit—has resonated with visitors and the tourism industry alike, drawing comparisons to the Danish concept of ‘hygge’ and inspiring a wave of interest in authentic Welsh experiences. Celebrating the elements that make Wales special, including our rich cultural heritage, language, and the joyful sense of ‘hwyl’ that holidays in Wales can give we will continue to spotlight the country’s landscapes, events, food and drink, attractions and experiences.
2026: Feel the Hwyl
Wales is set for a landmark year in 2026, with a calendar packed full of cultural celebrations, anniversaries, and new experiences for visitors to truly “feel the hwyl”:
Dydd Gwyl Dewi / St David’s Day (1 March): More celebrations than ever planned throughout Wales, with parades, music, and community events bringing the nation together.
850th Anniversary of The National Eisteddfod (1–8 August, Pembrokeshire): Europe’s largest cultural festival returns, celebrating Welsh language and culture through music, performance, art, and competitions.
Centenary of Portmeirion Hotel, and 60th Anniversary of The Prisoner filming: The iconic 1960s TV series filmed at Portmeirion and the 100th anniversary of the opening of the Portmeirion Hotel in 1926, the first building, will be celebrated with events and exhibitions throughout the year at the unique Italianate village.
We’ll also be starting the countdown to showcase Wales as part of the 2027 Tour de France, as we host a stage when the Grand Depart – the start of the race – takes place in the UK. We will be highlighting the incredible offer that Wales has, from traffic-free trails and road cycling to mountain bike opportunities.
Product Highlights for 2026
Wales continues to innovate and invest in world-class visitor experiences. Here are just a few highlights for travel trade partners:
Wrexham: Riding high on the success of “Welcome to Wrexham”, the city will see the opening of the Football Museum for Wales and Wrexham Museum in 2026.
Caerphilly Castle: Following extensive refurbishment, the Great Hall and inner castle ward have reopened, featuring state-of-the-art digital exhibits and improved accessibility.
The Celtic Collection: destination St Brides Spa Hotel recently brought into the collection, and a partnership announced with Retreats Group expanding its Pembrokeshire luxury hotel portfolio.
The Royal Mint Experience: New tours showcase pioneering gold recovery technology and Britain’s coinage history, with unique exhibits and luxury jewellery innovations.
Ffestiniog & Welsh Highland Railways: Guided tours of the historic Boston Lodge Engineering Works, the oldest continually operating railway engineering works in the world.
Vale Resort: Luxurious new-look executive bedrooms and spa refurbishment for group accommodation.
Meet Wales at WTM 2025 on UKinbound stand (N8-220)
Visit Wales will be joined by leading suppliers at World Travel Market 2025, showcasing the very best of Welsh hospitality and experiences:
- Cadw
- Cambria@ASA
- The Celtic Collection including Celtic Manor Resort
- Coastal Cottages of Pembrokeshire
- Mint & Mine (The Royal Mint and A Welsh Coal Mining Experience)
- Southern Wales
- Transport for Wales
- Vale Resort and Hensol Castle
Meet us at WTM London 2025
Visit Wales’ Travel Trade Team and our suppliers look forward to meeting tour operators and partners at WTM London 2025. To arrange a meeting, please contact
Visit Wales Travel Trade Team
Email: traveltradewales@gov.wales
Not all the teams from Visit Wales are able to attend the show, other contacts you may need are:
- Government Press Enquiries (Minister Statements, quotes etc): https://media.service.gov.wales/contacts/contacts
- Social Media Enquiries: @VisitWalesBiz on X and @VisitWales on Facebook.
- Business Events: meetinwales@gov.wales
- Tourism Research: tourismresearch@gov.wales
- Press Trips & Media Enquiries: VisitWalesMediaCentre@gov.wales
- Images & Video Content: imagesupport@gov.wales
We are excited to continuing sharing Wales’ ‘Hwyl’ with you in 2026!