An introduction to Wales for business event planners

Nestled on the western edge of the United Kingdom, Wales is a land of jaw-dropping landscapes, rich culture, one of the oldest Celtic languages in Europe, spoken for over 1,500 years and a spirit as warm as it is ambitious. A “small, clever country” — and for good reason. Compact yet connected, but impossible to forget, we have a global outreach and we are easy to reach. From the moment you arrive, you’ll discover a place where people matter, ideas thrive, and nature inspires.

This guide will help you discover a little more about our beautiful country and your first step toward understanding the deep sense of hiraeth — a uniquely Welsh word that means belonging, a connection that many feel after just one visit— and why so many never truly leave it behind.

Expect to be asked lots of questions, not just about your event. Welsh people are naturally curious and love to get to know you. This is our way of showing we care and ensuring we can help you in the best way possible.

While Wales offers many ways to travel by road or rail, why not embrace the scenic route and let the journey become part of the experience? Meander through rolling hills, pause along serene coastlines, and take time to truly absorb the breathtaking landscapes. It’s not just travel—it’s a moment to unwind, reconnect, and ease into the rhythm of Wales. Arriving with a calm and refreshed mind doesn’t just feel good—it’s proven to boost productivity and enrich your event experience

We take sustainability seriously. Guided by our Well-being of Future Generations Act, we strive to leave positive and lasting legacies. Your event will be supported with initiatives that promote sustainability and well-being, enabling our visitors to leave with a feeling of social responsibility in Wales. We look after our planet, people, and place, fostering a sense of belonging or, as we call it, Hiraeth.

Hwyl – pronounced ‘hoo-eel’- has no direct translation in English and multiple interpretations, the most popular broadly meaning a deep state of joy that comes from being totally immersed in the moment. Add a cultural experience to your conference or challenge yourself to try something new as part of your incentive experience. Push your boundaries in your team-building activities, whether it's canyoning, zip wiring, navigating the Wales Coast Path, or mastering traditional Welsh crafts. We like our visitors to leave feeling accomplished, confident, and nourished from their experience in Wales.

Remember to take a break and enjoy the fresh air, green spaces, and scenic views that Wales has to offer. Whether it's a stroll through our charming towns, a walk through our lush countryside, a stroll along our coastline or an evening under the stars in one of our dark sky reserves, we have plenty of fresh air to share.

We are proud of our national Llysgennad Cymru / Ambassador Wales conference programme and our conference leaders who are bringing international events to Wales. With a cohort of over 80 experts in their fields, from Medicine, Heath & Life Sciences, Physical, Sciences, Engineering and Mathematics to Social Sciences Arts and Humanities, you'll find a wealth of knowledge and passion here.

Wales is home to a diverse range of industry experts ready to make your event a success. From experts in sustainability and leadership management to effective team building and the in-depth knowledge of our Destination Management Organisations (DMOs), Destination Management Companies (DMCs), and Professional Conference Organisers (PCOs), you’ll find the support and expertise you need to create an unforgettable event.

From our annual celebration of our patron saint St David and our patron saint of lovers St Dwynwen, our renowned festivals like the Eisteddfod and Royal Welsh Show, to a vibrant music scene. Wales is known as the land of song and story, from the unmistakable sound of a Welsh choir to international artists such as Tom Jones and the Stereophonics. Imagine hosting a gala dinner with a Welsh themed banquet and traditional Welsh music and dance, incorporating a Wales festival such as the National Eisteddfod, Green Man Festival or Royal Welsh show or Welsh lessons as part of your conference itinerary. These cultural touches not only enrich the event but provide a deeper connection to the heritage and spirit of Wales.