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Wednesday 13 September 2023 · FOR Cardiff


A tourism project aimed at attracting more visitors to Cardiff has been shortlisted for a major international tourism award.

The Cardiff Wine Passport has been shortlisted by the British Guild of Travel Writers for the award for ‘Best UK & Ireland Tourism Project’ in the BGTW International Tourism Awards 2023.

Partnered by Sri Lanka Tourism, these prestigious awards recognise excellence in tourism projects in the UK and across the world; members of the BGTW shortlist the projects which they have experienced, and which they believe deserve wider recognition. During August 2023, all of the nominated tourism projects were voted on by the members of the BGTW.

The Cardiff Wine Passport is a unique initiative aimed at promoting independent hospitality businesses in the heart of Cardiff. Since its launch just over a year ago, it has successfully generated more than £34,000 in revenue for local and exclusively independent restaurants and bars in Cardiff city centre.

Developed by local PR consultant and wine enthusiast Jane Cook, the Cardiff Wine Passport allows supporters to sample Cardiff’s vibrant culinary scene; they buy a passport online, then exchange passport stamps for glasses of wine at a curated selection of locally owned businesses – an optional food pairing can also be added at the time of redemption. By encouraging Cardiff residents and visitors to explore local gems, the Cardiff Wine Passport has become a catalyst for increased footfall and revenue for the participating venues.

Patrons can add optional food pairings such as these Leek & Caerphilly cheese croquettes, at Parallel.

The Cardiff Wine Passport was independently nominated by travel writer and BGTW member Ross Clarke, who hails from Newport and now lives in London.

Commenting on the project, he said: “As a food, wine and travel writer, I’m always looking for innovative initiatives to showcase destination and support local businesses. The Cardiff Wine Passport is a joyous celebration of small business, enterprise, sustainable tourism ­­– and exceptional wine! I’m delighted that it has been recognised by the members of the BGTW as an outstanding example of an original tourism project.” 

Stuart Render, joint chair of the BGTW, and the organisation’s awards director, says: “Each year our members nominate tourism projects and initiatives that they have visited and feel deserve wider notice. Being shortlisted as a finalist is not only an achievement in its own right but also recognition of the important role the tourism project plays in attracting visitors and boosting the visitor economy.”

Cardiff Wine Passport founder Jane said, “The Cardiff Wine Passport is really just a testament to three of my favourite things – showing off my home city, supporting brilliant independent businesses, and finding good excuses to go for a great glass of wine. To bring those together and end up shortlisted for a major tourism award is quite surreal. I’m chuffed to bits.”

The winners of the BGTW International Tourism Awards will be announced later this year at the BGTW Annual Gala Awards, which take place in central London on 5th November.

FOR Cardiff initially helped the Cardiff Wine Passport to launch with a grant from its City Ambition Fund.


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