Great West Way Marketplace puts Wiltshire on the map

By Ben Carey on 29 November, 2022

November’s Great West Way Marketplace has been deemed a huge success by the organisers.

The event was held as a showcase for the Great West Way touring route between London and Bristol, showcasing some of the impressive destinations Wiltshire has to offer including Stonehenge, Lacock Abbey, Bradford on Avon, Calne’s Atwell-Wilson Motor Museum and Longleat.

This year’s hybrid event welcomed over 35 international and domestic tour operators, with a virtual meeting day on Wednesday 16th November, a networking day on Friday 18th November and a series of ‘Discovery Visits’ for buyers taking place over the weekend on Saturday 19th and Sunday 20th November.

The Marketplace brought together tour operators and wholesalers with products and services that feature along the Great West Way, including attractions, hotels, transport and other sectors of the route’s tourism infrastructure.

Florence Wallace, Head of Travel Trade at Great West Way, said, “We now have approximately 100 Official Tour Operators in 17 countries who are committed to packaging and distributing on-brand Great West Way programmes. We are delighted that our annual Marketplace event has been so useful to both trade buyers and suppliers, with reports of new Great West Way programmes and new bookings for businesses already having been secured, leading to an increase in international and domestic tourism visits and spend along the route for 2023 and beyond.”

To coincide with the event, a hard copy of the fourth edition Travel Trade Directory was made available to all who attended. This is a one-stop-shop resource for buyers to find out more about the Great West Way and the Ambassador network, making it easier to create bookable itineraries, contract suppliers and promote the region.

For more information on the Great West Way, visit

Pictured: Atwell-Wilson Motor Museum in Calne was featured in the Great West Way Marketplace.