Partnering with rail operator Great Western Railways, the campaign launched a digital platform titled Explore UNESCO South West Trails, offering visitors an inspiring and sustainable way to discover the rich cultural and natural heritage of South West England.
The platform features two-day travel itineraries eight UNESCO-designated sites across the region. From dramatic coastlines and historic cities to globally significant landscapes, the platform invites users to explore, discover and have curiosity about the region’s heritage.
Discover the City of Bath’s trail at exploreunescosouthwesttrails.co.uk/trail/the-city-of-bath
Itineraries celebrate heritage, creativity and sustainability through a unified gateway for discovering World Heritage Sites, a Biosphere Reserve, a Global Geopark, Creative Cities and other internationally recognised locations that highlight the area’s global importance.
To mark the launch, promotional posters will be displayed at key Great Western Railways stations, encouraging passengers to ’start their journey by rail’.
Partners in the initiative include:
- North Devon UNESCO Biosphere Reserve
- Cornwall and West Devon Mining Landscape World Heritage Site
- Visit England
- City of Bath and The Great Spa Towns of Europe UNESCO World Heritage Site
- Bristol City of Film
- Great Western Railway
- Exeter UNESCO City of Literature
- English Riviera UNESCO Global Geopark
- Stonehenge, Avebury and Associated Sites World Heritage Site
- Dorset and East Devon Coast: The Jurassic Coast World Heritage Site
- UK National Commission for UNESCO
The Roman Baths in the City of Bath were highlighted in the itinerary. (c) The Roman Baths. Visit West.
A Sustainable Choice
The campaign highlights how rail travel can unlock easy access to multiple trail starting points, supporting low-carbon travel while celebrating the rich diversity of heritage across the South West. Through interactive content, route ideas, and practical information, users can plan journeys that not only enrich their own experience but also support local communities and reduce their environmental footprint.
As part of the launch, visitors are also invited to take part in a competition designed to encourage engagement with the trails. By following a QR code link, visitors will have the chance to win a choice of trail-based activities with first place including rail travel, showcasing the very best of the region’s UNESCO destinations.
Key features of the trails include:
- Clear and easy to follow routes around eight UNESCO sites in the South West
- Inspirational itineraries to showcase the best of each site over 48 hours
- Information on sustainable travel options and local experiences
The launch comes at a time when travellers are increasingly seeking meaningful, place-based experiences. By connecting heritage, nature, and culture through themed trails, Explore UNESCO South West Trails aims to position the region as a leading destination for sustainable and experiential tourism.
Local to Global: A Flagship Programme from the UK National Commission for UNESCO
Partners in the campaign are grateful to have received funding support from the National Lottery Heritage Fund through the UK National Commission for UNESCO’s Local to Global programme. Local to Global is the UK National Commission for UNESCO’s flagship programme, funded by The National Lottery Heritage Fund, which aims to strengthen connections between UNESCO-designated sites across the UK and to support collaborative projects that link local heritage with UNESCO global priorities. Through this support, partners have worked together to develop the Explore UNESCO South West Trails initiative and promote more joined-up, sustainable ways to experience the region’s internationally recognised sites.
Explore UNESCO South West Trails is now live and accessible to visitors worldwide.
The website visuals were designed by Tom Woolley, a Birmingham-based designer.
The Great Spa Towns of Europe
The Great Spa Towns of Europe is a serial, transnational UNESCO World Heritage Site comprised of eleven spa towns across seven European countries. Together, these towns comprise one ‘property’ .
From the hundreds of spa towns across Europe, these eleven are the most authentic examples of the European spa phenomenon. As epicentres for social, cultural and political innovations, these spa towns shaped architecture, urban design, medicine, health and wellness tourism and modern European identity.
The site was inscribed on the UNESCO World Heritage List on 24th July 2021; the highest international recognition for global cultural and natural heritage sites. The Site is managed by The Great Spa Towns of Europe Association, formally registered in August 2022 in Baden bei Wien, Austria.