The Great West Way is the Tourist initiative for the whole area surrounding the London to Bristol route, the A4, one of the six Great Roads commissioned by Charles II in the seventeenth century. It was devised and driven by David Andrews of Visit Wiltshire and is there to encourage visitors, tourists from here in the UK and everywhere else in the world to see our beautiful area. And to help our local economies as well.
The showcase for this initiative is The Great West Way Travel Trade Marketplace, which took place very recently at Carvers Hill Estate, Shalbourne, just to the east of Marlborough. The national and international travel trade was there. Easily one hundred domestic and international buyers and leading tourism suppliers arrived in person, with more online for virtual meetings, and those who came in person were able not only enjoy the new winery, vineyard and facilities of the Carver Hill Estate, but also the delights of a horse-drawn boat trip along the canal courtesy of the Kennet Horse Boat Company.
Florence Wallace, Head of Travel Trade at Great West Way, said: “The 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.”
This event also marked the launch of the 7th edition of the Great West Way Travel Trade Directory featuring over 400 tourism businesses, new sustainable itineraries, and fresh insider tips for travel planners.
The Great West Way is the branding for our wider area, embracing everything on and around this route between London and Bristol. Avebury and Stonehenge around here, for sure, very high on any tourist’s list when here. And much more.
Marlborough is in the Great West Way (physically it can’t really be moved), but the relationship between the town and the Great West Way brand has been, in recent years, a bit ‘hokey-cokey’. At present it’s ‘sort of’ in, but that also means it’s ‘sort of’ out. Hungerford by comparison – the entry signs to the town make it pretty clear where that town is in relation to The Great West Way. For them it’s important.
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