A GROUP of tour operators from Austria and Germany where whisked through Wiltshire on Tuesday as part of a whistle-stop visit to the Great West Way.

The four-day familiarisation visit from Monday to Wednesday, February 25-28, was organised by VisitWiltshire and was designed to showcase the tourist attractions along the 125-mile route from London to Bristol.

Along the way, the group visited the Merchant's House in Marlborough, the Avebury stone circle, Bowood House, Corsham and Lacock, before touring the Saxon Church of St Laurence and the ancient Tithe Barn in Bradford on Avon, the River Avon and the Kennet & Avon Canal.

Flo Wallace, of VisitWiltshire, said: “VisitWiltshire is leading on developing a new touring route -125 miles in length - which will join up many of England’s iconic destinations and attractions along a corridor west of London through to Bristol.

“This is one of a number of successful projects made possible by the Government’s £40 million Discover England Fund, administered by VisitEngland.

“The Great West Way project is focused on creating a world-class tourism experience, winning new business and market share for Britain, growing the visitor economy and transforming the visitor experience along and around the route.”

Simon McNeill-Ritchie, a member of Bradford on Avon Town Council’s Business and Tourism committee, was on hand to greet the group, along with Blue Badge tour guide Jackie Parry, and Flo Wallace.

He said: This is the first familiarisation visit organised by VisitWiltshire for the Great West Way and it’s vital to persuade more tour operators to include it on their itineraries.

“We have been working with VisitWiltshire for nearly a year to offer opportunities to visitors and tour operators from the UK and overseas. There is so much to see and do along the Great West Way route.”

Jen Edmondson, of Bowood Hotel, Spa & Golf Resort, said: “We were delighted to welcome the group for lunch, before a quick photo-stop at Bowood House & Gardens, which was looking particularly spectacular in the snow.

"Our strong partnership with VisitWiltshire is a vital component in enticing more visitors to the area."

The Great West Way is expected to attract tourists travelling by a variety of transport modes, including by car, coach, rail, cycling, walking or even canal boating.

Local tourism organisations and tour operators are developing a range of themed itineraries and trails, including heritage, food and drink, countryside, film tourism and GREAT moments.

Flo added: “These will allow visitors to explore the route in depth and aims to rival any of the great touring routes in the world.”

The group of 11 tour operators experienced some local heritage attractions along the route. The hope is they will return home to sell new tours to the region for their customers.

Their visit precedes the annual VisitBritain Explore GB trade event being held in Newcastle. This is VisitBritain’s flagship trade event with buyers from all over the world attending to meet with suppliers across the UK.