Tourism businesses and communities across Mid Wales are being encouraged to start preparing now for the opportunities created by the Tour de France when the world-famous race comes to Wales next summer.
The Welsh stage of the race will start in Welshpool on Sunday, July 4, before travelling through Newtown, Llandrindod Wells, Builth Wells and Brecon on its way to Cardiff.
Welsh Government estimates that the Welsh stages will attract more than one million visitors. The Tour is expected to reach a global television audience of 150 million viewers across 190 countries, putting Wales and the communities along the route in front of a huge international audience.
MWT Cymru (Mid Wales Tourism) is already developing activity to help businesses and communities make the most of that attention, including dedicated cycling and Tour de France content through VisitMidWales.co.uk.
This website attracts more than one million unique users and in excess of five million page views annually, alongside social media promotion, practical support for MWT Cymru members and dedicated cycling content in its 2027/28 Mid & West Coast Wales Bedroom Browser.
Zoë Hawkins, MWT Cymru chief executive, said:
“Having the Welsh stage of the Tour de France start here in Mid Wales gives our towns and businesses a rare opportunity to benefit from one of the world's biggest sporting events.
“For many people, this could be their first visit to Mid Wales. They may be coming because of the Tour, but we want them to discover what else the region has to offer, spend more time here and leave wanting to come back.
“It isn't just an opportunity for cycling businesses, as visitors will need places to stay, eat and drink and will be looking for attractions, shops, experiences and places to explore.
“There is an opportunity for businesses and towns right along the route, and across the wider region, to benefit.”
MWT Cymru has created a Tour de France Support Guide for members, bringing together practical information and ideas to help businesses prepare and consider how they can benefit from the wider cycling market. Members will also receive further updates and opportunities as plans develop.
Businesses are being encouraged to consider simple ways they can become more cyclist-friendly – from secure cycle storage and drying facilities to water refills, information about local cycling routes and knowing where visitors can access cycle repairs and other services.
Eligible accommodation and attraction businesses can also consider the Visit Wales Cyclists Welcome Award, which recognises businesses providing facilities and services for cycling visitors.
“Becoming more welcoming to cyclists does not necessarily require major investment,” added Zoe.
“Sometimes relatively small changes to the information, facilities and welcome you provide can make a real difference.
“The Tour gives us a reason to start thinking about this now, but the longer-term opportunity is to strengthen Mid Wales as a cycling destination and make sure the benefits continue after race day.”
Cycling will also have a greater presence in MWT Cymru's Bedroom Browser, alongside its wider coverage of attractions, activities, food and drink, towns, shops and visitor experiences.
The publication is distributed into thousands of guest bedrooms, holiday cottages and accommodation units across Powys, Ceredigion, southern Eryri and the Bannau Brycheiniog / Brecon Beacons area, reaching visitors while they are already in the region and deciding how to spend their time.
For many Tour spectators, this may be their first experience of Mid Wales. The browser helps them discover more of the region beyond the race, while towns and local areas can also take part to showcase their part of Mid Wales directly to visitors.
Claire Owen, MWT Cymru membership manager, said:
“The Tour will bring people into Mid Wales for a very specific reason, but we want to help businesses and communities turn that visit into something more.
“The Bedroom Browser reaches visitors while they are already here, helping them discover places, experiences and businesses they might otherwise miss.”
The new edition will be distributed in time for Easter 2027 and will remain in accommodation throughout the Tour de France and the main visitor season.
Businesses wishing to feature in the Bedroom Browser can find out more about advertising opportunities at https://my.mwtcymru.co.uk/browser.html.
Advertising rates have been reduced by around 10% for this edition, with additional discounted rates available to MWT members and early bird rates available until Friday, October 16.
To find out more, contact Claire Owen at claire@mwtcymru.co.uk, call 01654 702653 or visit www.mwtcymru.co.uk.
MWT Cymru members can access the organisation's Tour de France Support Guide through the My MWT Members Hub.
