Great West Way launches new travel trade directory

Great West Way Directory
Great West Way Directory

The new Great West Way® travel trade directory is now available as a one-stop-shop for supporting intermediaries in finding out more about Great West Way and its Ambassadors, making it easier to create bookable itineraries, contract suppliers and promote the region.

This 4th edition of the directory enables buyers to find key destinations along the route, as well as less well-known places nearby. It includes specialist tours, attractions, and a range of themed itineraries to help create inspiring tours. Following an extensive audit of attractions, activities, places to stay, eat, and drink, there are also around 500 up-to-date supplier listings of Ambassador and non-Ambassador tourism product.

Florence Wallace, Head of Travel Trade said, “This latest edition of the travel trade directory is our best resource yet and a true ‘bible’ of information for the trade who are interested in selling programmes in and around the Great West Way.

“There are lots of inspirational ideas and key contacts to enable buyers to contract and distribute tourism experiences that are unique and exciting for their customers. We continue to work closely to support these intermediaries and to maximise bookable programmes increasing the number of visitors choosing to explore and stay along the route.”

This digital resource is being distributed to over 2,000 key intermediaries, via exhibitions and events and industry partners. There is also continued commitment from VisitBritain/VisitEngland to distribute Great West Way via their marketing channels and overseas offices.

With nearly 100 Great West Way Official tour operators based across 12 different countries, the Great West Way travel trade directory is a key resource, ensuring the region is connecting the curious visitors’ journey and continuing to offer a variety of unique and quintessentially English experiences.

Great West Way introduced a Travel Trade Connections Group last year. This group, chaired by Iain Terry from Royal Collection Trust, continues to focus on raising awareness and winning business for Great West Way Ambassadors, which are being highlighted to, and distributed by, domestic and international travel trade. The tactical activity plan includes attending a range of domestic travel trade shows, ongoing trade engagement and delivering virtual product training sessions. Plans are now also underway to deliver another Great West Way Marketplace event later this year, facilitating buyers and suppliers to do business together for future programme development.

The interactive edition of this directory is now available to view here. It is complemented by an online travel trade toolkit which includes additional information to assist the development of wholesale programmes, which can be viewed here.