Bleisure and beyond
Vanessa Russell, group marketing director of The Celtic Collection and ICC Wales, says delegates are thriving outside the capital
Your recent M&IT article about the rise of ‘bleisure’ travel perfectly captures a shift we’re also witnessing across The Celtic Collection and ICC Wales.
Delegates today aren’t just travelling to attend a conference – they’re seeking experiences that blend business with wellbeing, exploration and personal enrichment. For event planners, that means the destination has never mattered more.
Across The Celtic Collection, we’re seeing how this balance can truly come to life. With an abundance of leisure and wellness facilities – from award-winning spas, championship golf courses and fine dining, to outdoor adventure and family-friendly experiences – delegates can easily extend their stay or unwind between sessions. Celtic Manor Resort and our other properties across South Wales provide the ideal setting for this new era of travel, where business and leisure go hand in hand.
At ICC Wales, this trend aligns directly with our Beyond the Capital campaign, which champions the value of non-capital and regional destinations. As bleisure becomes the new normal, it’s clear that venues like ours are uniquely positioned to deliver on what delegates now want most – balance, authenticity and memorable experiences beyond the conference or meeting room.
Think differently
Being based outside a capital city allows delegates to slow down without switching off. They can connect with nature in the surrounding Usk Valley, explore the rich Welsh culture and hospitality, and still enjoy world-class facilities and connectivity. The wider region offers something for every type of traveller – from hiking in the Brecon Beacons and exploring the Gower Peninsula, to discovering the vibrant city of Cardiff, the beauty of the Wye Valley, or the thrills of BikePark Wales.
For planners, the implications are clear. Choosing a regional destination isn’t just a logistical decision, it’s a strategic one that can boost engagement, satisfaction and sustainability. By taking their events beyond the capital, organisers can give delegates space to think differently, network more meaningfully and extend their stay in ways that feel rewarding, not rushed.
As the bleisure boom continues, The Celtic Collection and ICC Wales will keep championing destinations that bring this balance to life.
Next month, for example, alongside Glenton De Kock, CEO of SAACI and Hagar Saad, Head of Tel Aviv Convention Bureau, Tel Aviv Global & Tourism, I’ll be facilitating a session at ICCA Congress entitled ‘Purposeful Cities’ where we will be exploring how non-capital destinations can position themselves as stronger strategic players in the global meetings and events ecosystem. It’s set to be both an interesting and inspiring session.
Vanessa Russell, group marketing director, ICC Wales and The Celtic Collection