On Location: Pints, castles & cold plunges – the wonderfully unexpected side of Wales with WestJet & RIT

When Stephen Nase, director of marketing North America for Visit Wales, wants to explain the spirit of the country, he tells you about the time he accidentally wandered into a cozy pub in a tiny town only to realize he’d walked straight into a family’s wake.

The locals grabbed him, shoved a pint into his hands, and insisted he stay. “The deceased would love it!” they told him.

“That’s Wales in a nutshell,” says Nase. “I have a million stories like that.”

For years, Canadian travel advisors looking to send clients across the pond defaulted to the usual suspects: London, Edinburgh, Dublin.

But Wales—with its emerald coastlines, absurd density of castles and ridiculously warm locals—remained an under-the-radar secret, often sidelined because of connection headaches. But the journey got a whole lot smaller this year.

READ MORE: WestJet Toronto-Cardiff service restores Canada-Wales link after nearly 20 years

WestJet’s recently-launched seasonal direct route from Toronto (YYZ) to Cardiff (CWL) offers a hassle-free gateway directly into South Wales, leaving travel advisors giddy over the sales potential.

PAX, alongside Canadian travel advisors, recently joined a whirlwind FAM trip, co-hosted by Visit Wales and RIT Vacations, to explore the region.

Here’s what unfolded on the second half of our trip (read about the first couple days here).

Steam trains, seaside gems & serious dining

Our grand itinerary revved up on the Gwili Railway as we chugged back in time aboard a vintage steam train.

The engine puffed past green hillsides while we sipped tea and nibbled Welsh cakes and Bara Brith (a dense fruit loaf).

READ MORE: On Location: Castles, culture & gin on WestJet’s Toronto–Cardiff route

From there, we popped into the beautifully beachy cliffside St. Brides Hotel in Saundersfoot for canapés, followed by free time to roam the adorable pastel-hued seaside town of Tenby.

By evening, we pulled up to The Grove of Narberth, a stunning 15th-century luxury country house hotel nestled in 26 acres of Pembrokeshire countryside. Each room is different, and each one is magical.

Over an extraordinary meal — much of it whipped up straight out of the on-site gardens — it quickly became clear that Wales is secretly a high-end foodie paradise.

“I’m still thinking about the incredible meals we had,” said Denise Luciani, owner of Marlin Travel in Brantford, ON. “That was the biggest surprise for me. I’ve been to other countries in the UK and Ireland, and I was really blown away by the food here.”

Wild coastlines & contemporary art

The next day we traded dry land for high-speed waves on a boat ride to Ramsey Island, taking in soaring sea cliffs and local wildlife.

If you think watching a puppy wiggle around during his nap, just wait until you see a beach full of sea pups doing it — before hitting the historic mini-city of St. Davids.

Despite being home to one of the UK’s most staggering cathedrals (built in the 1100s to honour Wales’ patron saint), the city has a population of barely 2,000, giving it a deliciously charming, small-town atmosphere.

We laid our heads at Twr Y Felin, a sleek boutique property packed with contemporary art.

Frigid dips, weaving traditions & Michelin stars

Our next adventure surprised the whole group.

We were all initially a bit…unenthusiastic, shall we say? — about visiting a handcrafted, wood-fired mobile sauna built into a bus parked on the side of the Irish Sea.

But our wee pack of brave advisors went all in on the hot sauna and cold-plunge circuit from Sauna Uno, and it ended up being one of the most memorable parts of the trip.

After drying off, we stopped at Dinefwr Blankets to learn about textile crafts and pick up a stylish doggy jacket or two before checking into the historic Angel Hotel in Abergavenny.

For dinner we were treated to a show-stopping Michelin-starred dinner at The Walnut Tree.

Deep coal mines & working dogs

You can’t talk about Wales without talking about coal mining. The enormous wealth generated — and the deep community bonds and eventual workers’ rights movements that grew out of the industry — is what built modern Wales.

To get a taste of what life was like, we donned hard hats and dropped into Big Pit National Coal Museum, a working deep coal mine from 1880 to 1980 that’s now UNESCO World Heritage Site.

Guided by charismatic former miners, the underground journey gave us a gritty, moving look at the industrial heartbeat of the region.

Back above ground, we watched nimble sheepdogs work their magic on a group of dopey sheep, and even got to try our hands at instructing the dogs ourselves with Good Day Out.

Biting into Cardiff

We ended our journey in Cardiff with a delicious walking food tour with Loving Welsh Food through historic Victorian arcades, devouring local cheddar, warm Welsh cakes, heaping bowls of steaming lamb cowl, and, of course, raising a pint or three.

Who is Wales for?

For the advisors on board, defining the ideal client proved surprisingly broad.

Historically, the destination has attracted travellers tracing family roots, but the advisors were excited to see the potential beyond heritage travel.

"It's definitely for those who’ve done some digging into their history and are visiting spots their family had a connection to," said Shannon Smith, the owner of Expedia Cruises Georgetown and Milton in Ontario.

"But it’s also incredible for anybody who's adventurous and interested in hiking and beautiful landscapes.”

Luciani thinks that Wales will appeal to seasoned travelers craving something outside the usual European circuit.

"Clients who have already been to Italy and France want something different. Wales isn’t overrun by a thousand North Americans – you’re really surrounded by locals everywhere you go,” she said.

Curating surprising luxury

A key goal of the trip for RIT Vacations was breaking the misconception that Wales is just rugged countryside and casual B&Bs, especially when it comes to hotel options for smaller groups or self-drive itineraries.

“People don't always realize the incredible caliber of accommodation that's sitting right here," said John Fallon, a sales manager, Canada at RIT, which specializes in Ireland, Scotland, England, and Wales.

"We really wanted to showcase the sheer variety of stays available—from historic estate castles like Hensol Castle to refined countryside retreats like The Grove of Narberth and vibrant city-center properties like The Parkgate Hotel in Cardiff. Wales has a surprising selection of luxury stays that rival anywhere else in Europe, and seeing travel advisors experience that firsthand has been fantastic."

The direct flight game-changer

The strategic advantage of landing at Cardiff Airport (CWL) rather than battling the mega-hubs cannot be overstated.

Lee Smith, head of business development at Cardiff Airport, pointed out that the exclusive route opens seamless access for all of Canada and American travellers, too.

“We’re seeing connectors from all over Canada and the U.S coming through to access Wales and the rest of the UK,” he said. “It’s a huge time saver. By the time you exit the aircraft, pass immigration and get your bags, you’re on your way faster than walking to your gate at Heathrow.”

That warm and easy transition sets the stage for deeply personal, unforgettable travel moments.

Smith recalled one passenger on the very first flight from Toronto who summed up the magic of the connection best.

“She was born in Wales,” he said. “And she told us, ‘I’ve not been to Wales in 45 years, but now I have the strongest feeling that I’m home.’”

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