North Wales Tourism

What North Wales Tourism does

North Wales Tourism is a not-for-profit membership organisation (legal entity: North Wales Tourism Ltd) founded in 1990 and headquartered at 9 Wynnstay Road, Colwyn Bay, Wales, UK. It supports more than 1,200 businesses within and connected to the North Wales tourism economy — principally accommodation providers, attractions and activity operators, food and drink providers, retail owners, and tourism industry suppliers, with secondary engagement from town and community councils. The organisation operates as a trade body and regional destination marketing organisation, delivering marketing, networking, advocacy, training, and promotional services on behalf of its members.

Its core product surface is the "Go North Wales" consumer brand and the gonorthwales.co.uk website, which is supplemented by a portfolio of vertical sub-brands — Golf North Wales, Gardens North Wales, Groups North Wales, Great Days Out, and Meet North Wales — each with its own dedicated website, plus a Trade Directory. Additional programmes include the Go North Wales Tourism Awards (10th edition in 2026, 19 categories), the Tourism Innovation Programme (launched 2022 with Grwp Llandrillo Menai and Mostyn Estates, funded by the UK Community Renewal Fund), the Go North Wales Tourism & Hospitality Academy, and a member extranet with a NWTBiz private Facebook group and WhatsApp group. Core technology is not publicly disclosed; no AI, API, SDK, app, or proprietary platform capabilities are evidenced in the source material.

North Wales Tourism's revenue is generated through three streams: recurring membership subscription fees, advertising on its owned websites (banner ads, block advertising, video map placements, and member late-availability promotion), and event-based revenue from the Tourism Awards, Annual Conference, and Summer Networking Conference. Its go-to-market is sales-led and direct — recruitment via networking events, industry conferences, trade shows, and regional partnerships — while its consumer-facing demand generation is conducted through SEO/social (Facebook, X, LinkedIn, Instagram, YouTube), out-of-home placements, influencer and travel-company partnerships, and email. The organisation also operates as a quasi-official industry voice, collaborating with Visit Wales and local MPs/MSs on regional tourism policy.

Name

North Wales Tourism

Legal name

North Wales Tourism Ltd

Website

https://northwalestourism.com

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

11–50 employees

Short description

North Wales Tourism is a not-for-profit membership organisation founded in 1990 that supports more than 1,200 tourism and hospitality businesses across North Wales through marketing, the Go North Wales consumer brand, events, training, and advocacy in partnership with Visit Wales and local government.

Ownership category

akta.pro rank

Product category

Destination Marketing & Tourism Membership Services

NAICS

Convention and Visitors Bureaus (561591)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Cultural Heritage & Indigenous-Led Visitor Services (Tribal Tours, Heritage Sites, Co-management) (THAAAGAL)

Keywords

• Tourism membership services
• Destination marketing
• Tourism business support
• Regional tourism promotion
• Hospitality networking

Headquarters

HQ city

Colwyn Bay

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Others

Revenue model

1. Membership Fees: North Wales Tourism generates revenue through membership fees from tourism and hospitality businesses across North Wales. Members pay for access to marketing opportunities, networking events, the Go North Wales brand platform, business support resources, and collective advocacy services.
2. Marketing and Promotional Services: Additional revenue is generated through digital advertising options including banner ads, block advertising, and video map placements on the GoNorthWales website. Members and non-members can purchase promotional placements to reach the organization's engaged visitor audience.
3. Event and Conference Services: Revenue from tourism awards events, annual conferences, and networking events. The Go North Wales Tourism Awards is a flagship annual event with sponsorship opportunities and ticket sales.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels11 records

Core offering

North Wales Tourism is a not-for-profit membership organisation that supports more than 1,200 tourism and hospitality businesses across North Wales. It operates the consumer-facing Go North Wales brand and a portfolio of themed sub-brand websites, provides members with marketing, promotional, advertising, networking, advocacy, and purchasing discount benefits, and runs industry events including an annual Tourism Awards and a Tourism Innovation Programme.

Product overview

North Wales Tourism operates as a not-for-profit membership organization offering a portfolio of tourism marketing brands and services. The core product is the Go North Wales consumer website, complemented by specialized sub-brands targeting specific tourism segments (golf, gardens, groups, business events). Additional offerings include the Go North Wales Tourism Awards, an Academy for professional development, and a Tourism Innovation Programme covering sustainable tourism and winter tourism topics. Membership services provide marketing, networking, and promotional support to over 1200 tourism businesses.

Differentiator

Problem solved

Functional benefit

Brands

• Go North Wales: Main tourism brand for visitor marketing and promotion of North Wales destinations
• Golf North Wales
• Gardens North Wales
• Groups North Wales
• Great Days Out North Wales
• Meet North Wales
• Go North Wales Tourism & Hospitality Academy
• Go North Wales Tourism Awards
• NWTBiz

Products and services

• Go North Wales The primary consumer-facing tourism brand and website for North Wales, providing visitor information, accommodation listings, events, and promotional content to drive tourism to the region.
• Membership Services Annual membership providing tourism businesses with marketing support, networking events, promotional opportunities, the Go North Wales brand platform, Visitor Attraction Pass discounts, and industry representation.
• Go North Wales Tourism Awards Annual awards programme celebrating excellence across 19 categories in North Wales tourism, including accommodation, attractions, and hospitality, with sponsorship opportunities and ticket sales.
• Go North Wales Tourism and Hospitality Academy Training and education platform providing professional development, courses, and a job vacancy board for tourism and hospitality businesses in North Wales.
• Tourism Innovation Programme Free events and workshops covering Sustainable Tourism and Extending the Season/Winter Tourism, featuring international knowledge and expertise for North Wales tourism operators.
• Golf North Wales Specialized website promoting golf tourism and golf courses in North Wales.
• Gardens North Wales Website showcasing gardens and horticultural attractions in North Wales.
• Groups North Wales Specialized platform for group travel and tour operators visiting North Wales.
• Great Days Out North Wales Marketing campaign and platform highlighting day trip attractions and family-friendly activities in North Wales.
• Meet North Wales Business events and conference venue platform for meeting and event planning in North Wales.

Quantifiable outcome

• 1200+ businesses supported through membership
• +2 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered core and minor.

• Grwp Llandrillo MenaicoreStrategic or Co-development Partner · 17 October 2022Partnership with Grwp Llandrillo Menai (a further education institution) for the Tourism Innovation Programme. Grwp Llandrillo Menai is a key educational partner providing expertise and support for tourism training and development initiatives in North Wales.
• Mostyn EstatescoreStrategic or Co-development Partner · 17 October 2022Partnership with Mostyn Estates for the Tourism Innovation Programme. Mostyn Estates is a major landowner and stakeholder in the North Wales tourism sector, contributing to sustainable tourism and winter tourism development initiatives.
• Visit WalescoreGTM or Marketing PartnerGovernment tourism body for Wales. North Wales Tourism collaborates with Visit Wales on marketing opportunities and advocates for the tourism industry. Visit Wales is a key partner in tourism promotion and policy.
• Purchasing for BusinessminorGTM or Marketing PartnerBuying group partnership providing exclusive member discounts at B&Q/Tradepoint (10%), Currys (10%), Screwfix (5%), E-Spares (20%+), and Viking Direct (15%). This partnership offers tangible cost-saving benefits to NWT members.
• Local MPs and MSscoreGTM or Marketing PartnerNorth Wales Tourism collaborates with local Members of Parliament (MPs) and Members of the Senedd (MSs) to tackle key issues, advocate for necessary changes, and underscore the significance of tourism to the Welsh economy.
• Menter MônminorStrategic or Co-development PartnerNot-for-profit company supporting rural communities in North Wales. Partnership through the Ciando accommodation scheme supporting key workers during the COVID-19 pandemic. Menter Môn coordinated holiday cottage owners offering free accommodation to NHS and frontline workers.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Regional players

• London & Partners: Destination agency for London delivering business and leisure tourism marketing. Same DMO playbook as NWT but serves a capital city and operates at much larger scale.

Broad incumbents

• Visit Wales: National tourism board for Wales with marketing, membership, and policy functions covering all of Wales. It is NWT's parent policy body and direct upstream/downstream partner, sharing member-business audience and go-to-market.
• VisitEngland: National tourism agency for England that supports regional DMOs (like NWT) and runs industry membership and quality programmes. Comparable as a tier-up peer in the same UK tourism-board hierarchy.
• VisitScotland: Scotland's national tourism organisation operating membership, marketing, and quality assurance schemes for tourism businesses. Highly comparable operating model to NWT at a national rather than regional scale.

Direct peers

• Marketing Manchester: Regional DMO providing marketing, membership, and trade-show services to Manchester tourism and hospitality businesses. Same B2B membership playbook as NWT, scaled up by tier-1 city demand.
• Cumbria Tourism: Membership-based DMO for Cumbria, supporting tourism businesses with marketing, training, and advocacy. Directly comparable in size, structure, B2B membership model, and regional scope to NWT.
• Visit York: Destination marketing organisation for York, providing membership, marketing, and visitor information services to tourism businesses. Comparable in member-facing services and geographic specialism as NWT.
• Visit Peak District & Derbyshire: Regional DMO serving the Peak District, offering membership, marketing, and visitor information to tourism operators. Comparable rural/regional DMO with very similar member services to NWT.
• Marketing Cheshire: Regional tourism/marketing organisation for Cheshire, UK, supporting accommodation, attractions, and food/dr businesses through membership, marketing, and advocacy. Closest functional twin to NWT in a neighbouring region.
• Tourism South East: Membership-based tourism body serving the South East of England with research, marketing, training, and policy advocacy. Comparable non-profit DMO structure and B2B member offering to NWT.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/NWTBiz
• YouTubeyoutube.com/channel/UCLs6mlPPQuS9ohtydGBz67Q?
• Facebookfacebook.com/gonorthwales
• LinkedInlinkedin.com/company/nwt
• Instagraminstagram.com/gonorthwales

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about North Wales Tourism