Great West Way

England's Great West Way Travel Trade

VisitWiltshire is leading on this new touring route which joins up many of England’s iconic destinations and attractions along a corridor west of London through to Bristol, made possible by HM Government’s £40m Discover England Fund, administered by VisitEngland (www.discoverenglandfund.co.uk).

England’s Great West Way® project is focused on creating a world class tourism experience, winning new business and market share for Britain, growing the visitor economy and transforming the visitor experience along and around the route. The touring route is suitable for visitors to travel by car, coach, rail, cycling, walking or by boat. There are a range of themed itineraries and trails, including heritage, food and drink, countryside, film tourism etc. will allow visitors to explore the route in depth and it aims to rival any of the great touring routes in the world.

Offical Tour Operators

Become a Great West Way Official Tour Operator - package and sell new programmes to your customers. Benefits include:

1. Access to travel trade toolkit including new Travel Trade Directory with unique supplier contacts, bookable product and suggested itineraries etc.
2. Opportunity to adopt the brand positioning, imagery, video and key messaging
3. Use of the Great West Way® name and visual identity in line with brand guidelines and use of the marque
4. Bespoke on-territory training with full product immersion in education visits and meetings 
5. One to one support for itinerary planning
6. Partnership match funded marketing initiatives

If you would like to become a Great West Way ‘Official Tour Operator’ this is what you need to do:

1. Complete the sign-up form and return it to flowallace@greatwestway.co.uk
2. Develop your Great West Way programme and forward a copy to us. Please get in touch if you’d like help with this. You can use the following:
   • Travel Trade Toolkit
   • Travel Trade Directory
   • The Story of the Great West Way
   • Great West Way Brand Toolkit to ensure tone-of-voice, imagery and branding is in-line with the overall project messaging.

Once we have your signed form returned we will supply you with the Great West Way marque and give you access to our photo library. 

Please note that as per the trademark and licensing requirements we have for Great West Way® /England’s Great West Way® we must approve all programmes prior to print/going live online, in order to check usage of brand guidelines, geographic reference and messaging.

We are interested to know details of how you are developing and selling your Great West Way itineraries - please let us know how we can help!

Please visit www.GreatWestWay.co.uk/traveltrade for further information and contact Flo with any queries.

Annual Events & Exhibitions

We revist the programme of events and exhibitions that we attend annually but often these include the ones below. We would welcome the opportunity to meet with tour operators/wholesalers who would like to find out more about the Great West Way Ambassador Network with a view to package and sell programmes. If you would like to arrange a meeting at any of these events please contact Flo.

GEM, London, November
World Travel Market, Excel, London, November 
Great West Way Marketplace, along the Great West Way, November
Vakantiebeurs, Netherlands, January 
Excursions, London - January
Britain & Ireland Marketplace (BIM), London - January
UKInbound Convention, February
ITB, Berlin – March 
Explore GB, May