Travel Trade - Groups & FIT
Looking for a destination that combines iconic attractions, group-friendly hospitality, and easy accessibility? Wiltshire delivers all that—and more. Make the most of timeless experiences and memorable journeys made easy with your group visit to Wiltshire.
Just 90 minutes from London and within two hours of the South Coast, the Midlands, and Wales, Wiltshire is the ideal base for group tours across southern England. Whether you're planning a heritage-focused itinerary, a countryside retreat, or a multi-day tour, Wiltshire welcomes your group.
Why Choose Wiltshire for Group Travel?
Step into a place where history and mystery meet natural beauty and authentic English charm. Wiltshire offers a rich mix of group-friendly experiences, including:
World-Famous Heritage Sites - Marvel at the ancient wonder of Stonehenge and Avebury – a UNESCO World Heritage Site and must-sees for any cultural or historical itinerary.
Quintessential Market Towns & Villages - Discover welcoming communities perfect for strolls, independent shopping, and relaxed group dining.
Stately Homes, Glorious Gardens & Major Attractions - Wiltshire is home to grand estates, vibrant gardens, and attractions suited to groups of all interests and ages.
Year-Round Arts & Cultural Events - From producing theatres to seasonal festivals, your group can experience Wiltshire's creative spirit throughout the year.
Group-Friendly Accommodation - From countryside lodgings to boutique stays and coach-friendly hotels, Wiltshire has accommodation options for groups large and small.
Wiltshire Travel Trade Support & Resources
We partner with local attractions, accommodations, and tour providers who are enthusiastic about working with UK and international travel trade. We’ve created a range of trade-ready products that include:
- Trade rates and commissionable product
- Specialist tours and packages
- Key contacts for easy booking/contracting
Look for pages marked “Travel Trade” for all the essential information you need to build and sell a successful Wiltshire group itinerary.
Ready to start Planning your Group Visit to Wiltshire?
We’ve put together some useful links to help you put together your next Wiltshire itinerary.
Travel Trade Guide
Our go-to trade resource for those planning trips to Wiltshire including highlights, suggested itineraries, specialist tours, benefits for groups and so much more.
Plan your Group Visit to Wiltshire
Find out more about Coach Parking, Accommodation for groups, attractions for groups, special interest tours, local guides and transport, refreshment stops, towns and villages and what’s on for Christmas.
Suggested Itineraries
We have put together some suggested travel trade themed itineraries to help you join up some of the amazing things to do and places to stay in Wiltshire.
Travel Trade Toolkit
Take a look at the latest published resources including the It’s Time for Wiltshire Travel Trade Guide, Visitor Map and Visitor Guide as well as the brand assets and narrative.
Helping you sell Wiltshire
Discover more reasons to sell Wiltshire with our Top Ten Reasons to visit Wiltshire plus exclusive offers for groups and benefits for group leaders and coach drivers.
Wiltshire on the Great West Way
Explore Wiltshire as part of a wider Great West Way – London to Bristol itinerary.
Salisbury – one of England’s Historic Cities
Salisbury is one of 12 England’s Historic Cities so if you’re looking to develop wider England itineraries, please consider visiting this medieval city as part of a multi-heritage city programme. Check out englandoriginals.com and the latest England’s Heritage Cities Travel Trade Guide for inspiration.
Book Tickets Direct
Plan your visit to Wiltshire by booking individual tickets directly from some of the county's favourite attractions. Please note these rates are for individual visitors. Please contact individual attractions/activities to contract group/trade rates.
Familiarisation Visits
Experience Wiltshire for yourself with an educational familiarisation visit, designed to improve your product knowledge and give you a taste of what Wiltshire has to offer. Open to coach operators, tour operators, travel agents, group travel organisers and the trade press.
Contact: For further information please contact Florence Wallace, Head of Travel Trade, VisitWiltshire flowallace@visitwiltshire.co.uk, T: 07436 588860..png)
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Wagamama - Travel Trade
Salisbury
Our restaurants are modelled on the ramen bars which have been popular in Japan for many years. Located right in the heart of the city with its many tourist attractions which include the Salisbury Cathedral and theatres.
The Bridge Tea Rooms - Travel Trade
Bradford on Avon
The Bridge Tea Rooms is a wonderful and atmospheric venue for both coach parties and for hire for any occasion. Step back in time to the glorious Victorian era, double winner UK’s 'Top Tea Place', and one of the finest spots for afternoon tea.…
Studley Grange Garden & Leisure Park – Travel Trade
Swindon
Situated just outside Swindon, and within close proximity to the M4, Studley Grange is ideal for “comfort breaks”, as an enjoyable addition to your programme.
Find beautiful gifts, plants and an array of horticultural items in our Garden Centre.…
Old Sarum - Travel Trade
Salisbury
Discover the story of the original Salisbury with a day out to Old Sarum, 2 miles north of where the city stands now. The mighty Iron Age hill fort was where the first cathedral once stood and Romans, Normans and Saxons left their mark.
Wiltshire Creative - Travel Trade
Type
Type:
Theatre
Salisbury
Salisbury Playhouse is one of the UK’s leading producing theatres, with a wide range of classic and contemporary plays, musicals, children’s theatre and pantomime presented throughout the year.
Cholderton Rare Breeds Farm - Travel Trade
Salisbury
Visit Cholderton Rare Breeds Farm and you will see many animals including: Pigs, Goats, Sheep, Donkey, Calf, Ponies, Rabbits, Peacocks, Chickens, Ducks & Geese. There are daily animal encounters, large play barn and annual programme of events. The…
Stonehenge - Travel Trade
Nr Amesbury
This extraordinary 4,500-year old marvel of human endeavour rises from an ancient landscape. A dedicated shuttle bus runs from the coach park to the monument every few minutes. Groups can choose to hop off the shuttle at the halfway point to follow…
Best Western Plus Angel Hotel - Travel Trade
Chippenham
Five miles from the M4 between Bath and Swindon, this 400 year old coaching inn has been extended to include a gym, indoor pool, courtyard garden, bedroom wing and stylish new brassiere, bar and lounge, the hotel has car parking onsite.
Bowood Hotel, Spa and Golf Resort
Calne
Bowood Hotel, Spa & Golf Resort is among the finest luxury 4-star hotels in Wiltshire, ideally situated just 18 miles east of Bath on the A4 between Calne and Chippenham. Nestled in the stunning Bowood Estate, the hotel and resort are surrounded by…
Old Wardour Castle
Type
Type:
Castle/Fort
The unusual hexagonal ruins of Old Wardour Castle stand serenely in their lakeside setting, protected by acres of wood, making a picturesque setting for picnics. But their beguiling scene of rural tranquillity masks a bloodthirsty past.
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