More than 30 UK-based incoming and international tour operators arrive at The Quay Hotel and Spa, Deganwy, north Wales today (1 October) for the ‘Discover Wales’ workshop.

The event, which takes place for the second time, is one of a series of initiatives to grow the sales of holidays in Wales through tour operators and travel agents in key international markets. More than 30 tourism businesses from Wales will attend to showcase their products and services to influential buyers at the show.

Discover Wales is organised by Visit Wales and UKinbound, in partnership with VisitBritain. UKinbound is the leading trade association representing the UK’s inbound tourism industry. Its ‘Discover’ events programme has been designed to connect incoming tour operator members with local suppliers, to help foster and develop business relationships and grow the range of UK tourism product in Wales, for the operators to sell to international visitors.

The Welsh tourism businesses and tour operators will also visit the Bodnant Food Centre, and official business takes place on Friday 2 October during a morning session of 9-minute appointments in a speed dating format.

Discover Wales is an important event in Visit Wales’s annual travel trade programme. In 2014, Visit Wales influenced £4.5m of business coming from a tracker group of 100 domestic and international tour operators to Wales. Business to Wales from this group has grown by approximately 23% since 2013.

Familiarisation tours of north and mid Wales will also take place before and after the event, and research shows that familiarisation trips are the most influential intervention in increasing an operator’s interest or ability to feature or sell Wales programmes.

Deputy Minister for Culture, Sport and Tourism, Ken Skates, said: “Following the success of the first Discover Wales in 2013, I’m delighted that the event is now taking place in north Wales for the first time. Our partnership with UKinbound and VisitBritain gives the industry in Wales an excellent platform to showcase what we have to offer. The travel trade are an extremely valuable route of expanding our markets and tapping the overseas markets. I’d like to extend our guests a warm welcome to Wales and hope that the next few days will prove to be fruitful for the trade and tourism businesses.”