Tourism: the Great West Way is already being marketed by international travel agents

The Great West Way, the tourist initiative that is being led by VisitWiltshire, launches officially in November – but travel agents such as the Dutch company House of Britain, are already marketing tours Great West Way tours – so long as their tours start after launch date.
As the example taken from House of Britain’s website shows, Marlborough has taken its place among this tour’s ‘highlights’.  Agents in Germany and the USA have also begun using the Great West Way branding.

The Great West Way stretches from London to Bristol – the old coaching route or today’s A4.  It can include side visits to Swindon (railway enthusiasts), Oxford (for ‘olde and learned Britain’) and Stonehenge (for even older Britons) – and more.

Speaking to business people and Town Councillors at a meeting in the Town Hall on Wednesday (September 19), VisitWilthsire’s Chief Executive, David Andrews, stressed that this initiative is aimed at the international market.

Over recent years, Britain has slipped down the list of the most popular designations for international tourists.  Which is the reason the Great West Way has attracted considerable sums in government funding.

David Andrews stressed that this was a 20-30 year project, but it seems to be starting with a great head of steam.  The title has been registered as a trademark, so its use by travel agents is controlled.

After eighteen months of talking to travel agents, the Great West Way (GWW) has attracted wide support from the travel industry and from people keen to supply Great West Way-themed products.  GWR, for example, will be launching a GWW train and bus pass. 

There is interest in launching a GWW cycle hire service.  Bristol Airport is one of GWW’s ‘Title Ambassadors’.  And Wiltshire Council has shown interest in using the branding on signposts – to help people take the best routes.  David Andrews and his team are getting good co-operation from towns along the route.  He said that thanks to the Town Council “Marlborough was one of the first to be involved in the Great West Way.”

A GWW Rough Guide will be published in March. David Andrews says this will reflect the whole idea of the scheme: “We wanted it to be a journey – not just a list of places.” 

It’s a journey that can use different ways of travel – road, rail, canal – or a mix and is good for walking holidays too.  There’s already one travel journalist who wants to test the GWW by canoe!

Travel agents are really important to this project.  Eighty per cent of holidays abroad by German tourists are booked through travel agents.

Among the fine-tuning still to be done is to enable international agents to book more of the destinations – and arrange commission for traders and discounted rates for hotels and tourist sites.  And there are training courses for businesses that will gain visitors from GWW tours.

One of the aims of the scheme is to encourage international visitors to come west from London – and not just for day trips.    It is estimated that international tourists spend £250 per day if they overnight in a town – as opposed to the £170 a day spent by UK tourists staying in a town – and a miserly £35 spent by day visitors.

The evidence for success lies in Ireland’s ‘Wild Atlantic Way’ which has achieved huge increases in the number of international tourists choosing Ireland.   

David Andrews smiles ruefully and admits that the GWW does not have beaches, but he says “There are such strong assets along this corridor”.  The aim is to make it into “One of the world’s premier tourist routes.”