More Than A Match: Visitors are Exploring Wales Beyond Football
Hollywood actors Ryan Reynolds and Rob McEhlenney have helped to place the town of Wrexham, Wales on the tourism map with the docuseries “Welcome to Wrexham'” The series is currently airing new episodes on FX and Hulu, and chronicles the real-life journey of Reynolds and McElhenney as they purchase and manage Wrexham A.F.C., world’s third oldest football club. The docuseries tracks the dreams and worries of Wrexham, a working-class city in North Wales, United Kingdom, as the Hollywood stars guide the future of their historic Club.
The show fully captures the natural and architectural beauty of Wales; the passion of the Wrexham football fans; and the roar of the Racecourse stadium. Central to the series is the cultural exchange between the American owners and the Welsh town, along with a good number of visits to pubs. (And of course, Ryan and Rob learn not to call European football “soccer” as we do in the U.S.) “Welcome to Wrexham” is in its 4th season and has been renewed for Season 5, with new episodes airing every week through June 26 on FX and Hulu. Watch the Season 4 official trailer here.
WREXHAM TOURISM UP 50%
According to the Wrexham County Borough Council, the show has contributed to a significant spike in tourism. Since “Welcome to Wrexham” first aired in 2022, tourism revenue into the North Wales town is up 20 percent over last year, and almost 50 percent on the five years previous. More visitors from the U.S., Canada, Australia and other countries have visited the town and surrounding areas, thanks to the spark from the show.
In response, Visit Wales created a page here as a resource for travelers inspired by the show and a page here that chronicles the Wrexham-Hollywood connection.
SET-JET AND CHECK OUT SHOW LOCATIONS
The trend of “set-jetting” – which is when consumers are inspired to travel to locations they see on their favorite TV shows – is in full effect in Wrexham as indicated by the increase in tourism. And the city is a major star of the series. One simply cannot visit without seeing where the Wrexham football club plays, and that’s Wrexham Racecourse Stadium, known as “the Racecourse.”
And, a visit to The Turf pub is a must-do – an established home base for fans since the 1800s. The pub is featured significantly on the show, as stars Ryan Reynolds and Rob McEhlenney have filmed there. It is also the only pub in the U.K. that’s built within the grounds of a football stadium. With memorabilia lining the walls and fans cheering (or shouting) exuberantly at the matches, The Turf attracts many fans of not only the team – but followers of the docuseries as well.
In addition to exploring the town center, fans will recognize scenes like the stunning UNESCO World Heritage site Pontcysyllte Aqueduct, known as “The Stream in the Sky”, and the picturesque town of Llangollen:
‘MORE THAN JUST FOOTBALL,’ SAYS SERIES GUEST STAR
Maxine Hughes is a Welsh broadcaster and journalist who appears on the show and also explains the Welsh language to Ryan Reynolds and Rob McElhenney on camera. “The show has already attracted people from all over the world to visit Wales. Wrexham and north Wales are about so much more than just football,” said Ms. Hughes. “I spent so much of my childhood in the great outdoors on the north Wales coast. We’ve got a deep appreciation for the outdoors and having fun here, whether it’s warm or wet, dry or cold. Whatever gives you joy – whether that’s Wrexham scoring a goal or finding calm in nature – you’ll find it in north Wales. Being able to immerse yourself in Wales through the show, without leaving your home, is a great way to dip your toe in before visiting Wales in real life.”
The vibrant town of Wrexham has a range of artistic culture, historic treasures, buzzing nightlife and the famous, splendid countryside nearby. Wrexham is nestled in countryside in the north-east of Wales, close to the coast, and just an hour across the English border to Liverpool and Manchester. The city is an ideal base for exploring the best nature and outdoor activities across Wales. From exhilarating hikes and scenic cycling routes to tranquil spots perfect for unwinding in nature, the great outdoors in this region offers something for everyone – in addition to the carefully preserved and jaw-dropping historic sites and architectural wonders.
Tags: Wales, Wrexham, Tourism, Destination Marketing, United Kingdom, Entertainment Marketing
About Visit Wales
Wales is a distinctive part of the United Kingdom. With its own character, culture and way of life – thousands of years in the making and continually evolving. Cardiff Airport (CWL) has direct routes and more than 900 connecting destinations from North America and worldwide. London Heathrow Airport and London Gatwick Airport are less than three hours from Wales by car or train. More info on flights, rail and ferries here. For more details about accommodations, historic sites, things to do and natural wonders, go to www.visitwales.com. Follow Visit Wales social media on Facebook, Instagram, YouTube and TikTok.
