As you may already have experienced in your company travel trends and booking trends of your customers, there are more and more people developing an awareness of the connections between travel experiences, the landscape and the sense of place. As part of this we are getting a better understanding of our mental and physical wellbeing and the benefits of good connections with nature and the outdoors. Sustainable tourism is no longer a niche concern and being sensitive to our impact at locations is now a priority for everyone. 

Visit Wales has curated five of the top outdoor trends emerging across the world – all of which are being explored and developed in Wales in new and innovative ways, which will hopefully help you in developing new tours and interest in visits to Wales. 

In Wales, there has always been an inherent relationship between people and the outdoors. It’s not just that our landscapes are awe-inspiring; they are steeped in the living history of an ancient language and culture. The stirring emotions evoked by the Welsh outdoors have inspired our poets, writers and artists for centuries. 

In 2020, we will begin a two-year celebration of the outdoors in Wales. During this time, we will be encouraging you to ask your customers to explore Wales’ national parks, mountains, coastline and UNESCO World Heritage Sites, and discover how the outdoors has shaped Welsh culture and identity. 

Your customers will also see how Welsh people are reimagining the outdoors, enabling them to enjoy our landscapes in entirely new ways. 

Conwy Food Festival Stalls below castle in Conwy
Horses on the beach
Enjoying the outdoors

In 2020, Wales will be offering a welcome without walls. We’re inviting people to check in to our hotels, cottages and campsites – and then to throw open the doors and let the outside in.

Download our Global Outdoor Travel Trends brochure for more information about the outdoor trends and ways to sell Wales.

Global Outdoor Travel Trends brochure 2020

There are many ways you can sell Wales’ great outdoors to your clients. Starting with our three national parks, each celebrating different landscapes, the rugged mountains of Snowdonia National Park, the big green open spaces, waterfalls and dark skies reserves in the Brecon Beacons National Park and the rocky and sandy coastline of Pembrokeshire Coast National Park – together with our 5 areas of outstanding national beauty too. 

There are 40 Blue Flag award winning beaches – more than any other part of the UK and Tenby’s Castle Beach has been named Sunday Times Beach of the Year 2019.

Nachthimmel über Llyn y Fan Fach lake, Brecon Beacons Nationalpark.
Coastline harbour, Pembrokeshire
Six people doing stand up paddleboarding on the Dwyryd Estuary
Dark Skies Brecon Beacons, Pembrokeshire, Stand up paddleboarding Portmeirion 

The positive effects of walking on both physical and mental health have long been recognised. Whether it’s taking a quick stroll or a longer hike, it’s an excellent way to connect with nature, put life in perspective and recharge the zest for life.

Walking holidays in Wales are becoming more popular and there are many ground handlers in Wales to help you with the arrangements. The Wales Coast Path is the first walking path in the world to follow the entire coastline, 870 miles (1400km) of loops, links and beautiful scenery. There are also three national walking trails: Glyndwr’s Way, Offas Dyke Path, and the Pembrokeshire Coast Path. Ramblers Cymru also completed a 280 mile walking trail between North and South Wales, the route is named the Cambrian Way and could take around three weeks to complete. We have put together a walking factsheet to get the best out of taking the best walks around Wales.

Glyndŵr’s Way, Mittelwales
Family walking at Aberdaron.
Two male walkers on Pembrokeshire Wales Coast Path Ceibwr Pembrokeshire South Walking Activities and Sports
Walking in Wales

Perhaps for your clients a good walk and getting in touch with the outdoors means a round of golf. With over 200 courses in Wales to play, from world-famous Championship courses to traditional clubs steeped in history. Wales is an ideal destination for tour operators planning golf holidays to Wales. Find out more about Golf in Wales. We have also prepared some ready made itinerary ideas; Five day golfing itinerary in North Wales and Championship classics.

Golfers at Langland Bay
Playing golf at the Nefyn Golf Course, Llyn Peninsula, North Wales
Golfing in Wales

If your clients are seeking more extreme adventure – our reputation as an adventure capital has been strengthened with historic sites and landscapes offering exhilarating experiences, including the fastest zip line in the world!

Pack rafting with Adventure Tours UK
Bikers with Antur Stiniog
Adventure Tours UK Packrafting, Biking at Antur STiniog

For those who wish to discover our heritage and culture there are over 600 castles to explore. We have the highest number of castles per square mile in the world and Conwy, Caernarfon, Beaumaris and Harlech have UNESCO World Heritage Status.

Harlech Castle, Mittelwales.
looking towards cathedral from pathway.
Caernarfon Castle
Harlech Castle, St Davids Cathedral, Caernarfon Castle

Then after a busy day exploring we’re encouraging your clients to check in to our wide ranging hotels, B&Bs, cottages or even a cliff edge and throw open the doors and let the outside in!

Visit Wales TV Advert 2020

Year of Outdoors Visit Wales TV Advert

Useful information

To help you plan your client’s holidays in Wales we have a wide selection of itineraries and factsheets which we are constantly updating and refreshing. 

We also have a range of information available to help you sell Wales on our products and toolkit page. You will find images of Wales to download, brochures and useful information on tourist products and passes and blue badge guides. 

Please also find the YouTube link to our new TV advert so you can share.


It’s important that your clients stay safe and respect the environment while they are having fun. From beach trips to days out in the National Parks, always follow the advice of AdventureSmartUK to have the best experience.

Published 23 January 2020

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