Guest article – This Is Wrecsam
The This is Wrecsam tourism partnership has successfully represented Wrexham County at a series of high-profile tourism trade shows across the UK and Europe over recent months, strengthening its position as an emerging destination for both domestic and international visitors.
The partnership attended the Britain & Ireland Marketplace (BIM) in London in early February, followed by the UK Inbound Convention in Manchester later that month, the globally renowned ITB Berlin in March, and most recently the British Tourism & Travel Show in Birmingham.
Each event provided valuable opportunities to connect with a wide range of UK and international inbound travel agencies, tour operators, and destination management organisations (DMOs), all of whom expressed strong interest in incorporating Wrexham County into future travel itineraries and promotional campaigns.
The Britain & Ireland Marketplace offered a focused platform to engage directly with international buyers already selling UK and Ireland products, enabling targeted conversations about Wrexham’s unique heritage, culture, and growing tourism offer.
At the UK Inbound Convention, one of the UK’s leading events for the inbound tourism sector, the partnership strengthened relationships with key operators and explored new opportunities to position Wrexham as part of wider regional itineraries.
Attendance at ITB Berlin, one of the world’s largest travel trade shows, marked a significant milestone for Wrexham’s international visibility. The event enabled the team to introduce the destination to global markets, raising awareness among long-haul tour operators and travel buyers seeking authentic and emerging UK destinations.
The British Tourism & Travel Show in Birmingham provided a strong domestic platform, allowing engagement with group travel organisers and coach tour operators, a key audience for driving visitor numbers to the region.
Participation in these events is expected to deliver long-term benefits for Wrexham’s visitor economy, including increased inclusion in packaged tours, greater international exposure, and stronger industry partnerships that will support sustainable tourism growth. Follow-up activity is now underway to convert these relationships into confirmed bookings and itineraries for 2026 and beyond.
These opportunities were made possible thanks to the partnership support from the Travel Trade team at Visit Wales, funding from the UK Government Shared Prosperity Fund, and the continued backing of Wrexham’s hospitality businesses and corporate sponsors.
Councillor Mark Pritchard, Leader of Wrexham Council, with responsibility for finance and assets management, said “Promoting Wrexham at major UK and international trade events is an important investment in the future of our visitor economy.”
“Tourism brings real benefits to local businesses, communities and the wider economy, and it’s encouraging to see Wrexham being recognised as a distinctive and growing destination.”
“The interest generated through these events will help support future growth, attract more visitors, and strengthen Wrexham’s profile on both a national and international stage.”
Councillor Nigel Williams, Lead Member for Economy, Business and Tourism said “It’s great to see the ‘This is Wrecsam’ team out at the tourism events, showcasing what a beautiful county we live in and what Wrexham has to offer for those looking to visit for a day, a short break or longer.
“Wrexham is certainly on the map now both nationally and internationally and this can only help with raising our profile.”
“Tourism is really important to the economy of Wrexham, in particular the hospitality sector and an increase in tourism will help boost this sector which is finding it particularly difficult at the moment.”
Sam Regan, Chair of This is Wrecsam, said:
“Attending these trade shows has been a fantastic opportunity to put Wrexham on the map with both UK and international buyers. The level of interest we’ve received has been incredibly encouraging, and it’s clear that Wrexham’s story, culture and experiences resonate strongly with the travel trade. These connections will play a key role in driving future visits and investment into the area.”
Andrew Plimmer of Rossett Hall Hotel added:
“Being part of the This is Wrecsam partnership at these events has been invaluable. It’s not just about immediate bookings, but about building relationships that will bring visitors to Wrexham for years to come. The exposure we’re gaining as a destination is a real boost for local businesses like ours.”
The This is Wrecsam partnership remains committed to promoting Wrexham County as a vibrant, welcoming and distinctive destination, and will continue to work collaboratively with industry partners to grow the region’s tourism economy.
