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The Business Magazine July 2024
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Great West Way launches new Journey of Discovery map with Great Western Railway

The Business Magazine article image for: Great West Way launches new Journey of Discovery map with Great Western Railway
14 March 2022

Touring route the Great West Way has launched new map with Great Western Railway encouraging visitors to explore the region by rail.

The Journey of Discovery Map accompanies the Great West Way’s existing collection of resources for visitors.

It joins others such as a guide to the Kennet & Avon Canal, Food & Drink Map and 125 Things to Do along the Great West Way. It has been produced in partnership with Great Western Railway as part of the latest Great West Way campaign.

The touring route between London and Bristol, launched in 2018, encourages visitors to travel using different forms of transport. Visitors are encouraged to slow right down and use the walking and cycling routes, take a cruise on the waterways or choose to explore by train or bus.

The Great West Way Journey of Discovery Map highlights the route for visitors to explore in sustainable way, travelling on GWR trains and buses using the Great West Way Discoverer pass.

The campaign helps visitors explore the many highlights along the route such as Stonehenge, Bath's Roman Baths, and Windsor Castle, as well as the market towns of Berkshire and Wiltshire.

To support the launch of the map, Great West Way will run an integrated digital and PR campaign including Facebook, Instagram and Google responsive display advertising. There’s a competition to win an overnight stay along the route which includes entrance to the Roman Baths and a Discoverer pass ticket.

50,000 copies of the map are being distributed to key transport hubs including motorway service stations and train stations, plus supermarkets, accommodation and tourist information centres. The map will also be distributed to Great West Way Ambassadors, Official Tour Operators and via Visit Britain offices.

Fiona Errington, head of marketing at Great West Way, said: “We’re helping visitors plan their visit detailing the huge variety of places along the way in thematic sections: Discover the Past, Discover new Tastes, Discover Adventure, Discover Houses and Gardens and Discover England. The map highlights sustainable tourism on the Great West Way with sustainable travel, eco-friendly stays and sustainable, locally sourced products.”

Chris Lund, regional marketing manager – central, from Great Western Railway said: “Great Western Railway’s Great West Way Discoverer pass is a fantastic way to encourage more visitors to travel along the route in a sustainable way. It joins up the big-draw locations, such as Bath, Bristol and Windsor with lesser-known but equally interesting market towns, chocolate box villages and quintessentially English countryside – all without needing to jump in a car.

"The route is easily accessible for all visitors at only £139 for a seven-day pass for international visitors and options to spilt to an East and West ticket for domestic visitors – it’s truly flexible and great value for money.”


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Peter Davison is deputy editor of The Business Magazine. He has spent his life in journalism – doing work experience in newsrooms in and around Bristol while still at school, and landing his first job on a local newspaper aged 19. By 28 he was the youngest newspaper editor in the country.

An early advocate of online news, he spent the first years of the 2000s telling his bosses that the internet posed both the biggest opportunity and greatest threat to the newspaper industry and the art of journalism. He was right on both counts.

Since 2006 he has enjoyed a career as a freelance journalist. He lives in rural Wiltshire with one wife, two children, and three cats.

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