Pure Wales was founded by two colleagues with a shared commitment to showcasing the very best of our country. We focus on creating authentic Welsh touring experiences that highlight the people, landscapes, and character that make Wales unique.
From the peaks of Snowdonia to the Pembrokeshire coast, our tours are designed to give visitors a real understanding of Wales, its history, its culture, and its everyday life. Whether you’re visiting from the UK or overseas, our aim is to help you explore and connect with the country in a way that feels genuine and memorable.
Pure Wales was founded over a lunchtime chat in Aberystwyth, when two former business colleagues, Guy Edwards and Aled Rees, shared Welsh oggies and an idea that would grow into something special. Guy, who has called Wales home for more than 22 years, has strong Welsh family ties reaching back to the North Wales mining communities more than a century and a half ago, while Aled was born, raised, and has lived in West Wales all his life, with roots in Welsh farming.
After years working in tourism, business, and travel, we realised that the most rewarding experiences were right here at home. We wanted to create a company that showcased Wales as we know it, its landscapes, culture, warmth, and way of life. That idea became Pure Wales, built on one shared goal; to help others discover and enjoy the country we are proud to call home.
Our touring holidays and experiences are designed to showcase the real Wales, the one that exists beyond the guidebooks. From coastal drives and mountain passes to characterful villages, castles, and local cafés, we create itineraries that highlight the country’s true character and diversity. Whether you’re travelling as a group, couple, family, or friends, every tour is built around genuine local insight and well-planned experiences. You’ll see the sights, meet the people, and gain a real understanding of what makes Wales such a remarkable place to explore.
Our Partners & How We Work
For our Wales & British Isles tours, which include travel across Wales, England, and Scotland, we work with a small network of trusted local partners in each region. These are independent operators, similar in size and approach to us, who share our values of quality, personal service, authenticity, and local expertise.
Why do we do this? This collaboration allows each of us to focus on our own country while offering guests a seamless experience from start to finish. Our partners rely on us for their Wales-based tours, just as we depend on them when clients travel further afield.
Together, we’re able to offer a broader programme of tours, consistent service, and smooth handovers that ensure every part of the journey runs to the same high standard. It’s a model that works well for us, for our partners, and most importantly, for our guests.
Being a Welsh, local-based business means we have a strong commitment to the communities and landscapes that make Wales what it is. Everything we do is based on respect, for our people, our culture, and our environment. We work closely with local guides, family-run and independent businesses, and a range of community partners to ensure our tours contribute positively to the areas we visit. This approach keeps tourism income within Wales, helps sustain local traditions, and supports the future of the Welsh tourism industry. When you travel with Pure Wales, you are not just exploring the country, you are supporting it too.