• Swindon & Wiltshire Economy
• Monday September 29 2025

Wiltshire and Berkshire tourism boosted with major event

Tourism in Wiltshire and Berkshire has been given a boost by a travel industry event promoting the Great West Way.

The touring route follows the M4, A4, and Kennet and Avon Canal from London to Bristol.

And at an event last week around 100 domestic and international buyers and leading tourism suppliers heard what the route – and the counties – have to offer.

Now firmly established as a key fixture in the global travel trade calendar, the Great West Way Marketplace 2025 event took place on September 23 and 25 at Wiltshire vineyard Carvers Hill Estate.

Delegates from across the UK, Europe, and North America joined virtual meetings, with many attending in-person for the networking day in Wiltshire and Berkshire, showcasing the latest bookable product.

Delegates were able to enjoy a horse-drawn boat trip with Kennet Horse Boat Company and at Carvers Hill Estate were introduced to the new vineyard & winery tours, and woodland cabin accommodation.

Florence Wallace, head of travel trade at Great West Way, said: “Great West Way Marketplace 2025 once again exceeded expectations.

“Initial feedback captured stated that buyers especially valued the chance to discover new tourism products and engage in productive meetings to foster long-term partnerships.

“This reinforces the event’s vital role in broadening the range of bookable experiences available along the Great West Way for future visitors.”

Lucy Floyd, general manager at Carvers Hill Estate commented: “Hosting the trade was a fantastic opportunity for us to share our new experiences with an international audience. The enthusiasm and interest from buyers confirmed the demand for authentic, locally rooted tourism experiences.”

The event also marked the launch of the seventh edition of the Great West Way Travel Trade Directory, featuring over 400 tourism businesses, new sustainable itineraries, and fresh insider tips for travel planners.

Since 2018, the Great West Way initiative has brought together over 200 tourism businesses and destinations as Ambassadors, along with 120+ Official Tour Operators, ensuring the region continues to benefit from domestic and inbound tourism growth and cementing its position as one of the world’s leading touring routes.