Bristol’s visitor economy is set for a boost from a new initiative aimed at helping the tourism sector to the west of London continue its recovery from the impact of the pandemic.
More than 30 businesses and attractions in Bristol, ranging from hot air balloon flights to vintage car hire and wine tastings, have been included in a newly updated digital edition of the Great West Way Travel Trade Directory, which is being distributed to more than 2,000 UK and international tour operators and travel agents.
The directory is part of a wider programme to promote the Great West Way touring route from London and Bristol to UK and international travel trade to increase the number of visitors and to make it as easy possible for them to do business with tourism firms and attractions along the route.
The route, which includes some of England’s most iconic heritage destinations and attractions, was launched in 2017 with support from the government’s £40m Discover England Fund, administered by VisitEngland.
It is managed by Great West Way Ltd, a not-for-profit Destination Management Organisation (DMO) and promoted in partnership with more than 250 destinations and tourism businesses, including West of England DMO Visit West and its Visit Bristol website, which work collaboratively as Great West Way ‘ambassadors’.
In total the directory includes around 500 attractions, activities, places to stay, eat and drink, specialist tours, visitor attractions, and a range of themed itineraries to help travel agents and tour operators to create inspiring packages and tours to the area.
The programme includes support and training provided to a network of around 100 Great West Way Official Tour Operators and a popular annual Great West Way Marketplace which brings together travel buyers and the region’s suppliers, helping them do business together and send more visitors to destinations along the route.
The route encompasses 500 miles of navigable route on road, rail, water, footpath and cycleways through West London and the Thames Valley, Berkshire, Wiltshire, the Cotswolds, Bath and Bristol.
The Great West Way Ambassador Network includes accommodation providers, attractions, restaurants, retail outlets, tour guides, activity providers and other organisations.
Great West Way head of travel trade Florence Wallace said: “With many post-Covid travellers prioritising the safety and security of booking packaged travel through tours operators and travel agents, we know it is vital to reach these intermediaries and to place Great West Way at the top of their minds when creating UK tours and packages.
“This latest edition of the Great West Way Travel Trade directory is our best resource yet and a true ‘bible’ of information for the travel industry, highlighting the extraordinary variety of unique and quintessentially English experiences along and around the Great West Way.”
The interactive edition of the directory is available to view here. It is complemented by an online travel trade toolkit.
Tourism businesses that would like to find out more about inclusion in future editions of the Travel Trade Directory or in promoting their business to the travel trade as part of the Great West Way Ambassador Network should contact Florence Wallace on flowallace@GreatWestWay.co.uk
