Darryl Walters, founder and managing director of Cardiff-based tour operator adeo Travel, took part in the VisitBritain Australia Mission in September, travelling to Sydney and Melbourne as part of a VisitBritain delegation.
The mission connected UK tourism businesses with hundreds of Australian travel buyers and advisers, offering the chance to promote destinations and holidays directly to those selling UK travel.
Mr Walters said: “It was a fantastic opportunity to represent a small independent Welsh business on the other side of the world and to talk directly to the people who are advising Australian travellers about where to go and what to see when they visit Britain.
“Being able to sit down with Australian travel professionals and explain why Wales should form part of their customers’ trips was hugely valuable.”
Adeo Travel, founded in 2012, specialises in tours across England, Scotland and Wales, including small-group, tailor-made rail, self-drive and private driver-guided holidays.
The company’s 2027 programme includes more departures for its Enchanting Wales small-group tour following strong demand. The itinerary takes international visitors through Wales’ landscapes, historic sites, and lesser-known destinations.
Mr Walters said: “Support from Visit Wales helped make our participation possible and, as a Welsh business, it was great to be there alongside them promoting Wales to such an important international market.”
He described face-to-face meetings as “incredibly important” in the travel industry and said the mission helped build new relationships and reconnect with existing partners.
Mr Walters said: “We’ve come away from the week feeling extremely positive about the opportunities for both adeo Travel and Wales in the Australian market.”
Australia is the UK’s fourth most valuable inbound tourism market after the United States, France and Germany.
VisitBritain expects 1.1 million visits from Australia in 2026, with visitor spending forecast to reach £1.86 billion in 2027.
