Published on
October 10, 2025
By: Tuhin Sarkar
Wales is proudly joining Germany, Denmark, Spain, Portugal, and France at the World Travel Market 2025 in London to boost tourism trade and promote its diverse attractions, hotels, and events. This collaboration marks a significant step in strengthening global tourism ties.
As part of the UK, Wales brings a unique blend of cultural heritage, stunning landscapes, and modern tourism offerings. At the event, Wales aims to showcase its iconic sites, from picturesque coastal towns to its rich history, alongside world-class hotels and exciting events.
With Germany, Denmark, Spain, Portugal, and France also participating, the event promises a diverse range of tourism experiences. Wales, with its passionate spirit and vibrant culture, offers travelers a distinct and unforgettable experience.
By joining this prestigious platform, Wales is positioning itself as a top travel destination, perfectly complementing the tourism strength of its European counterparts at the World Travel Market 2025 in London.
The World Travel Market (WTM) London 2025 is set to be a grand event, bringing together countries from across Europe to showcase their best tourism offerings. This year, the event will focus on sustainability, unique cultural experiences, and cutting-edge travel innovations. European countries, each with their own charm and distinct attractions, are gearing up to highlight their tourism strengths. From stunning landscapes to rich cultural heritage, WTM London is where global travelers will discover the latest travel trends and opportunities.
Germany: Leading the Way in Sustainability and Innovation
Germany is known for its innovation, and its tourism sector is no exception. At WTM London 2025, Germany will spotlight its efforts in sustainable tourism. The country will present eco-friendly travel options, showcasing digital solutions that enhance the visitor experience and reduce the environmental impact of tourism. Visitors can expect to learn about Germany’s green initiatives in cities like Berlin and Munich, where sustainable transport and eco-tourism are at the forefront. The German pavilion will also highlight cultural heritage preservation through innovative technologies, making it a must-visit for those interested in sustainability and technology in travel.
France: A Celebration of Culture, Cuisine, and Luxury
France is always a major draw for travelers, and its participation in WTM London 2025 will highlight its world-renowned culture and cuisine. Exhibitors will showcase regional experiences across the country, with a special emphasis on culinary tourism. Visitors will learn about the best wine tours in Bordeaux, gastronomic experiences in Paris, and the rich history that can be explored in cities like Lyon and Nice. France’s pavilion will also highlight luxury travel, from high-end resorts in the French Riviera to bespoke travel experiences in the countryside. For those who want to indulge in art, food, and culture, France will be a standout at this year’s WTM.
Italy: A Blend of Art, History, and Wellness
Italy’s presence at WTM London 2025 will focus on its rich historical and cultural offerings, blending them with modern wellness experiences. Italian exhibitors will present packages that allow travelers to visit historical sites such as the Colosseum and the Vatican, while also enjoying relaxing wellness retreats in regions like Tuscany and the Amalfi Coast. Italy is renowned for its art and history, and these cultural elements will be highlighted in various immersive experiences. Whether it’s a tour of Florence’s art galleries or a spa getaway in the hills of Tuscany, Italy promises to provide a diverse and enriching experience for travelers.
Spain: Offering Adventure and Diverse Landscapes
Spain is set to impress at WTM London 2025 with a focus on adventure tourism and the country’s diverse landscapes. The Spanish pavilion will feature activities like hiking in the Pyrenees, surfing in the Basque Country, and exploring the cultural festivals of Andalusia. Spain’s appeal lies in its ability to offer something for every type of traveler. Whether it’s the vibrant cities of Madrid and Barcelona or the tranquil beauty of its islands, Spain is a top destination for those looking for both adventure and relaxation. The Spanish pavilion will also highlight the importance of local festivals and traditions that make the country a unique destination for cultural exploration.
Portugal: Coastal Beauty and Historic Charm
Portugal’s stunning coastline and historical landmarks will be the focus of its WTM London 2025 presentation. Exhibitors will showcase the beautiful beaches of the Algarve, the UNESCO World Heritage sites of Lisbon and Porto, and the country’s rich maritime history. Portugal’s tourism sector continues to grow, with a strong emphasis on sustainable tourism. The country’s pristine coastline is being preserved through eco-friendly initiatives, and travelers can enjoy these areas while respecting the environment. Portugal’s participation in WTM London will highlight its ability to offer a perfect blend of coastal beauty, history, and sustainability.
Greece: Sun, Sea, and Unique Cultural Experiences
Greece’s famous islands and rich cultural heritage will be at the forefront of its presentation at WTM London 2025. Greek exhibitors will promote island-hopping itineraries that allow travelers to explore destinations like Mykonos, Santorini, and Crete. In addition to beach vacations, Greece will highlight its culinary offerings, from Mediterranean feasts to local wine tours. Visitors to Greece can immerse themselves in the country’s rich history through archaeological sites such as the Acropolis and the ancient city of Delphi. Greece’s pavilion will also emphasize the importance of preserving its cultural heritage, offering travelers authentic experiences that showcase the country’s timeless appeal.
Austria: Alpine Adventures and Wellness Retreats
Austria is a top destination for both winter sports enthusiasts and those seeking relaxation in serene settings. At WTM London 2025, Austria will showcase its world-class ski resorts in the Alps, as well as its spa retreats. The Austrian pavilion will focus on the balance between adventure and wellness, highlighting the country’s ability to cater to both thrill-seekers and those looking for a tranquil escape. Austria’s tourism offerings are centered around its natural beauty, with opportunities for hiking, skiing, and spa treatments in picturesque mountain settings. For those looking to enjoy both nature and relaxation, Austria will provide the perfect solution.
Switzerland: Luxury and Scenic Beauty
Switzerland is known for its stunning alpine landscapes and luxury offerings. At WTM London 2025, Swiss exhibitors will present luxury train journeys through the Swiss Alps, high-end resorts, and gourmet experiences. The Swiss pavilion will focus on providing travelers with exclusive experiences, from scenic cruises on Lake Geneva to indulgent stays at five-star hotels in Zurich and Lucerne. Switzerland’s focus on luxury and natural beauty will attract travelers looking for refined, sophisticated experiences in a serene environment. Whether it’s a luxury ski trip or a quiet retreat by the lake, Switzerland offers it all.
The Netherlands: Promoting Sustainable Urban Travel
The Netherlands is a leader in sustainable urban tourism, and this will be the focus of its participation at WTM London 2025. The Dutch pavilion will showcase eco-friendly initiatives in cities like Amsterdam, where cycling is the primary mode of transport. Visitors will be able to learn about green accommodations, sustainable travel options, and cultural experiences that promote environmental awareness. The Netherlands is positioning itself as a top destination for travelers who want to enjoy city breaks while minimizing their environmental impact. With its focus on sustainability, the Netherlands is leading the way in responsible tourism.
Sweden: Nature and Innovation
Sweden’s presence at WTM London 2025 will highlight its unique blend of nature-based tourism and innovative travel solutions. The Swedish pavilion will showcase experiences such as northern lights tours, wildlife safaris, and eco-friendly adventures in places like Swedish Lapland. Sweden’s focus on innovation will be seen in the integration of technology with nature-based tourism, offering travelers new ways to experience the outdoors. Sweden is positioning itself as a destination for travelers who want to explore stunning natural landscapes while embracing modern technology and sustainability.
Norway: Majestic Fjords and Rich Culture
Norway’s breathtaking fjords and cultural heritage will be showcased at WTM London 2025. The Norwegian pavilion will promote cruises through the fjords, visits to UNESCO World Heritage sites, and cultural festivals celebrating Norwegian traditions. Visitors can explore the country’s rich history, from Viking heritage to contemporary culture. Norway is known for its stunning landscapes, and the focus of its participation in WTM London will be to offer travelers immersive experiences in one of the most beautiful countries in the world.
Finland: Arctic Adventures and Wellness Experiences
Finland’s unique Arctic offerings will take center stage at WTM London 2025. Finnish exhibitors will showcase winter activities such as husky sledding, northern lights viewing, and visits to Santa Claus Village. In addition to these thrilling adventures, Finland is also known for its wellness experiences, particularly in its spa resorts. The Finnish pavilion will highlight the country’s ability to offer both adventure and relaxation in a tranquil, natural setting. For those looking for a winter wonderland getaway or a peaceful retreat, Finland is the ideal destination.
Denmark: Hygge and Sustainable City Breaks
Denmark’s emphasis on ‘hygge’—the Danish concept of coziness and well-being—will be at the heart of its WTM London 2025 presentation. Danish exhibitors will showcase experiences in Copenhagen, focusing on sustainable city breaks, canal tours, and visits to Tivoli Gardens. Denmark’s commitment to sustainability will be evident in its eco-friendly tourism offerings, from green accommodations to locally sourced food experiences. The Danish pavilion will appeal to travelers seeking a cozy, sustainable urban escape that blends modernity with tradition.
Ireland: Heritage and Scenic Landscapes
Ireland’s participation in WTM London 2025 will focus on its rich heritage and breathtaking landscapes. Exhibitors will promote road trips along the Wild Atlantic Way, visits to historic sites like Newgrange, and cultural festivals celebrating Irish music and dance. Ireland is known for its friendly atmosphere and stunning scenery, and the Irish pavilion will offer travelers a chance to experience both the natural beauty and the cultural richness of the country. Whether it’s exploring ancient castles or enjoying a pint of Guinness in Dublin, Ireland promises an unforgettable experience.
United Kingdom: Diverse Destinations and Cultural Celebrations
The United Kingdom’s pavilion at WTM London 2025 will highlight the country’s diverse domestic destinations and cultural celebrations. From the rugged landscapes of Scotland to the charming villages of Cornwall, the UK offers a wide range of experiences for all types of travelers. The British pavilion will also showcase major cultural events such as the Edinburgh Festival and the Chelsea Flower Show. Whether it’s a heritage tour, an outdoor adventure, or a cultural experience, the UK continues to be one of Europe’s most dynamic travel destinations.
A World of Opportunities at WTM London 2025
The European countries participating in WTM London 2025 are showcasing the very best in tourism, from sustainable travel solutions to rich cultural heritage and unique experiences. Each country brings its own distinct offerings, ensuring that travelers will find something that appeals to their interests and passions. Whether you’re looking for adventure, relaxation, luxury, or culture, the European nations at WTM London 2025 will provide endless opportunities to explore new destinations and immerse yourself in their fascinating stories.
Wales is making waves at World Travel Market 2025 with its exciting ‘Feel the Hwyl’ campaign. This year, the country invites travelers to experience its rich cultural heritage and unique sense of spirit. 2026 promises an even more spectacular line-up with major cultural events, anniversaries, and new attractions, offering visitors a deeper connection to Wales. From St David’s Day celebrations to the legendary National Eisteddfod, there’s a year full of unforgettable experiences waiting to be explored.
Wales Continues to Celebrate ‘Hwyl’ with Unique Experiences
Wales has taken the tourism world by storm with its ‘Feel the Hwyl’ campaign, which celebrates the unique Welsh spirit. This word, ‘hwyl,’ encompasses a sense of fun, passion, and joy. Since launching in 2025, it has garnered interest, drawing comparisons to Denmark’s ‘hygge.’ Visitors are encouraged to embrace the infectious enthusiasm and warmth found throughout Wales. At World Travel Market 2025, this message will be amplified, showcasing the Welsh way of life through vibrant experiences, cultural festivities, and an inviting atmosphere.
2026: A Landmark Year of Welsh Cultural Celebrations
Wales will shine even brighter in 2026, with a year filled with cultural milestones. The country has lined up a calendar bursting with events that highlight its rich heritage and innovative tourism offerings. Dydd Gwyl Dewi, St David’s Day on March 1st, promises to be a national spectacle. Expect grand parades, live music, and community celebrations across the nation. The National Eisteddfod, Europe’s largest cultural festival, returns in August 2026, celebrating the Welsh language and culture through vibrant performances and art exhibitions.
Portmeirion Celebrates 100 Years and ‘The Prisoner’
A highlight for fans of television history, the centenary of the Portmeirion Hotel will be marked in 2026. The hotel, set within an Italianate village, has played a crucial role in the world-renowned 1960s TV series The Prisoner. The celebration of the 100th anniversary of the hotel’s opening, along with the 60th anniversary of the TV show, will bring numerous events and exhibitions. These will attract both film enthusiasts and those captivated by Portmeirion’s distinctive charm. This milestone underlines the hotel’s importance in Welsh cultural tourism.
Countdown Begins for the 2027 Tour de France in Wales
Wales is gearing up for a monumental occasion in 2027, when it will host a stage of the prestigious Tour de France. The Grand Depart will take place in the UK, with Wales being a key highlight. This event is a perfect opportunity to showcase Wales’ world-class cycling infrastructure. The country is renowned for its traffic-free trails, scenic mountain biking routes, and road cycling tracks. With these assets, Wales aims to boost its appeal to cycling enthusiasts and draw even more tourists to the region.
Wrexham’s Football Museum and Cultural Growth
Wrexham, known for its football team’s rise to fame through the “Welcome to Wrexham” series, is set to be a major tourism hub in 2026. The city will open the Football Museum for Wales, further solidifying its position as a key destination for sports lovers. The museum, along with the already existing Wrexham Museum, will offer visitors a deep dive into the region’s history and passion for football. With this addition, Wrexham is preparing to become a cultural hotspot, attracting visitors from across the globe who are keen to explore Welsh football culture.
Caerphilly Castle Reopens with New Digital Exhibits
Caerphilly Castle, one of Wales’ iconic landmarks, has undergone extensive refurbishment to enhance the visitor experience. In 2026, the Great Hall and inner castle ward will reopen, featuring cutting-edge digital exhibits that provide an immersive insight into the castle’s history. These technological advancements will appeal to both history buffs and tech-savvy tourists, making the site more accessible and engaging. The castle’s transformation signals Wales’ commitment to preserving its heritage while modernising its tourist attractions.
The Celtic Collection Expands with New Luxury Hotels
The Celtic Collection, which encompasses some of Wales’ finest luxury hotels, has expanded with the addition of St Brides Spa Hotel to its portfolio. Furthermore, a partnership with the Retreats Group will bring new luxury accommodations to Pembrokeshire. These high-end offerings are designed to attract discerning travelers seeking the ultimate Welsh experience. As part of Wales’ ongoing investment in tourism, these additions promise to elevate the country’s status as a premier destination for both leisure and wellness tourism.
The Royal Mint Experience: A New Era of Coinage Discovery
The Royal Mint Experience, one of Wales’ most unique attractions, will offer new tours in 2026 that highlight groundbreaking gold recovery technology and the rich history of Britain’s coinage. The tours will explore the minting process, with an emphasis on innovation and craftsmanship. Visitors will also have the opportunity to see unique exhibits on luxury jewellery innovations, marking a new chapter in Wales’ offerings for history and craft enthusiasts.
Ffestiniog & Welsh Highland Railways: Preserving Welsh Heritage
The historic Ffestiniog & Welsh Highland Railways, famed for being the oldest continually operating railway engineering works in the world, will offer guided tours in 2026. These tours will take visitors behind the scenes at the Boston Lodge Engineering Works, where they can learn about the meticulous craftsmanship that keeps this heritage railway running. The trains themselves offer a nostalgic journey through some of Wales’ most scenic landscapes, making them a must-visit for those looking to connect with Wales’ industrial and cultural history.
Vale Resort’s Luxury Transformation
The Vale Resort, renowned for its luxurious accommodations and excellent service, will unveil a new look in 2026. The resort’s executive bedrooms will be upgraded, and its spa facilities will undergo a refurbishment to offer an even more indulgent experience for guests. These improvements ensure that the Vale Resort remains at the forefront of group accommodation offerings in Wales, catering to both corporate clients and leisure tourists seeking a relaxing retreat.
Welsh Tourism Thrives with Year-Round Experiences
Wales is continuously innovating and investing in tourism infrastructure to provide diverse experiences year-round. From the rugged beauty of Snowdonia to the idyllic beaches of Pembrokeshire, Wales offers a wide range of attractions for all types of travelers. Whether it’s hiking, cycling, exploring castles, or immersing oneself in Welsh culture, the country promises to deliver unforgettable experiences. With the 2026 events and attractions poised to make their mark, Wales remains a dynamic destination for both first-time visitors and repeat travelers.
Conclusion: A Future Full of Hwyl and Heritage
As Wales prepares to ‘Feel the Hwyl’ in 2026, it invites travelers to experience the unique energy, culture, and heritage that the country has to offer. With a calendar full of exciting events, new attractions, and continuous investment in tourism, Wales is set to be one of the most sought-after destinations for global visitors. From St David’s Day celebrations to the Tour de France stage in 2027, Wales is positioning itself as a dynamic hub for both cultural and adventure tourism, offering something for every type of traveler.
Image: Visit Wales
