Great West Way - The Journey So Far and The Way Ahead

Categories: Our News

In 2018 Simpleview developed a website for England’s Great West Way to promote the new multi-modal touring route, the first of its kind. Five years since the first steps were taken, we’ve been given access to the full story of how the initiative has already smashed many of its initial targets and is testament to what can be achieved with imagination, ambition, collaboration and targeted support.

The Great West Way runs between London and Bristol and can be explored by train, car, coach, boat, bike or on foot.  Simpleview’s Destination Management System (DMS) enables product data from the multiple destinations along the route (including Bristol, Bath, Cotswolds, River Thames, Tourism South East, Wiltshire, Windsor and Maidenhead), to be pooled together and is a shining example of technology assisting DMOs to work collaboratively. The Great West Way includes 3 World Heritage Sites and many of England’s most iconic attractions - Windsor, the River Thames, Bath, Stonehenge and The Cotswolds, presented alongside an extraordinary variety of yet-to-be-discovered English experiences. 

The Great West Way was one of the first initiatives to receive support from the £45m Government-funded Discover England Fund.  Since its launch, it has captured the imagination of both tourism destinations and businesses and many have risen to the challenge by working collaboratively to develop the route across sector and geographical boundaries.  

The 2021 Great West Way Review, recently launched by the Tourism Minister, tells the story of how a marketing campaign idea was turned into a shared ambition to create one of the world’s premier touring routes.  It’s a great example of the impact the Discover England Fund has had on new product development, the importance of being brand led and getting the industry on board right from the start… and a great client success story too! 

Journey highlights:

  • Developing a new three-year Ambassador Network model resulting in 270 investing destination and business Ambassadors.
  • More than 80 travel intermediaries signed up to the Official Tour Operator programme
  • Some 450 bookable new products.
  • High quality inspirational content and publications.
  • A compelling brand positioning that has been and continues to be widely adopted.
  • A number of awards that pay testimony to the hard work, creativity and commitment of everyone involved in bringing Great West Way to life.

To find out more about the development of the route, what has been achieved in the time since launch and the plans for the Great West Way’s future and its contribution to post-Covid economic recovery, check out the full Review.


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