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.

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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.