Welcoming cyclists to Wales

In 2027, Wales will welcome Le Tour de France for the first time, with the final UK stage running from Welshpool to Cardiff. It is a landmark moment for Welsh tourism. It’s a chance to showcase our landscapes and routes, along with the warmth, character and quality of the welcome visitors can expect across Wales. This is a real opportunity for tourism businesses across Wales to get involved now. Attract new visitors and help build a stronger cycling offer that delivers benefits well beyond race day.

Wherever your business is based, Le Tour de France route will be within around two hours of you. This makes it a national moment with local opportunities for businesses across Wales.

Wales already has much of what cyclists want. There are world-class climbs, family-friendly trails, and traffic-free routes. Visitors can stay in distinctive places and enjoy spectacular scenery. Wales also has more than 1,200 miles of National Cycle Network. Alongside this are top mountain biking centres, freeride spots and wild rides for all levels.

With such a strong and varied offer, Wales can confidently promote itself as a destination for cycling. Feeling welcome matters. It often shapes where cyclists choose to go and whether they return. Le Tour de France gives Wales a strong platform to build that welcome and show more businesses the value of the cycling market.

This opportunity is not limited to businesses on the route. Across Wales, tourism and hospitality businesses can benefit. Cyclists will stop for food and drink, stay overnight, explore local attractions and come back again. Small changes can help create a better visitor experience and help build Wales’ reputation as a nation that welcomes cyclists.

Find out what cyclists want when they visit - Research into cyclists’ preferences for cycling trips | Industry

Now is the time to think about the part your business can play. 

Whether you run accommodation, a café, an attraction, a pub, a shop or an activity business, there are simple ways to make cyclists feel more welcome. 

By taking a few practical steps now, you can help Wales make the most of Le Tour de France and build a positive legacy for the visitor economy for years to come.

The opportunity does not end when the peloton leaves. The real value of Le Tour de France lies in what it can do to help Wales build over time. It can raise awareness of our cycling offer, better visitor experiences and more businesses ready to welcome cyclists.

By making cycling part of the wider visitor experience, tourism businesses can create a more welcoming Wales for everyone. This includes day visitors, holidaymakers and local explorers. It can also encourage people to return, stay longer, and spend more. In turn, this helps strengthen Wales’ reputation as a place that is easy to explore on two wheels.