Swindon & Wiltshire Business News

VisitWiltshire hold virtual event to get county on travel itineraries

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The organisation tasked with attracting more tourists to Wiltshire has held its first virtual familiarisation event.

The event – run by VisitWiltshire in conjunction with UKinbound, the UK’s only trade association that represents inbound tourism – was attended by 34 international and domestic travel trade buyers.

The purpose of presenting Wiltshire and its many tourism and hospitality businesses is to aid the UK’s recovery, generate bookings for 2021 and 2022, and boost the local economy.

Wiltshire's Visitor Economy currently generates an estimated £1.5 billion and supports over 28,000 jobs.

Travel trade buyers will feature destinations and contract tourism product to include in bookable itineraries for groups or individuals, which are distributed to their customers for future trips to the region.

Lorna Matthews Keel, from Salisbury’s Chequered History Guides, presented at the event and provided expert knowledge and information, as well as sharing captivating imagery and videos of Wiltshire.

The presentation showcased many of Wiltshire’s towns and villages as well as tourism and hospitality businesses, including Longleat, Bowood House & Gardens, Salisbury Cathedral, REME Museum, STEAM Museum of the Great Western Railway in Swindon, The Bridge Tea Rooms in Bradford on Avon, and Whatley Manor Hotel & Spa in Malmesbury, among others.

Florence Wallace, head of travel trade at VisitWiltshire, said: “As it was not possible this year to run any trade familiarisation visits in person, we decided to do things a little differently, so we created the virtual fam visit Wiltshire quiz and brought it to life by using a storyteller guide who shared her experiences in addition to the historical and practical information that the trade require.

"This enabled us to talk about all the wonderful places to visit, and things to do in Wiltshire in a fun and informative way. We are delighted that this event was such a success and hope it can help the trade buyers plan their itineraries for future trips.”

VisitWiltshire runs an annual programme of travel trade activity in conjunction with Wiltshire businesses and destinations. This includes attendance at exhibitions, familiarisation visits, production of trade guides and directories, plus digital marketing including the travel trade websites – www.visitwiltshire.co.uk/groups and www.GreatWestWay.co.uk/traveltrade