15 June 2026, UK: Meet In Wales is placing a renewed emphasis on the food and culinary industry, aiming to attract corporate organisations and international associations with interests in gastronomy, sustainability, and food innovation to host their meetings and events in Wales. The initiative is part of a broader strategy to align the nation’s business events sector with key priority industries identified through the Research Excellence Framework (REF), highlighting not only Wales’ areas of expertise but also the values and strengths that define the country.
The Welsh food and drink sector is a £17.3 billion industry focused on high-quality produce, sustainability, and traditional ingredients. Key staples include world-renowned Welsh lamb and beef, Caerphilly cheese, laverbread, and Bara brith. The industry is rapidly growing in craft spirits, Welsh wine, and eco-friendly products too. It also has experiences to match its diverse offering, including: food tours in Wales such as Loving Welsh Food, foraging in Wales on the Wales coast path, visits to Gin and Whisky Distilleries such as Penderyn and Hensol Castle as well as numerous vineyards.
Wales’ food story is rooted in authenticity. Its size and strong sense of community make it uniquely positioned to demonstrate true “field to fork” processes, where supply chains are short, relationships are close, and provenance is transparent. Wales is the proud home of nine Michelin-starred restaurants, including the country's only two-starred destination, alongside several Bib Gourmand and Michelin Green Star award winners.
This renewed focus comes at a pivotal moment, as Wales hosted the prestigious Worldchefs Congress last month, the first time the event has ever been held in the UK in its 98-year history. Its arrival marked a significant milestone for the nation, firmly placing Wales on the global culinary map and providing a powerful platform to showcase its produce, people and provenance to an international audience. The event’s theme, ‘Pasture, Passion, Plate,’ celebrated the journey of food from its origins to the final dish and highlights how food connects us all—from farm to fork, across borders and cultures. Having taken place at the ICC in Newport, the event worked in partnership with the venue and drew on its sustainability mission to be a green, environmentally friendly venue that continually reduces it carbon footprint, water consumption, and waste production and has a positive impact on the community and environment.
Beyond the immediate global spotlight, the Worldchefs Congress represents a significant legacy opportunity for Wales. The event, which has been led by Meet In Wales Ambassador Arwyn Watkins, not only celebrated world-class produce and culinary talent, but also helped inspire the next generation of chefs, growers and food innovators. By strengthening skills, supporting training pathways and elevating hospitality as a valued career, Wales aims to ensure long-term benefits for its culinary industry.
Meet In Wales is working closely with sector ambassadors, chefs, producers and educators to position the destination as a hub for culinary-led events. By connecting organisers with local expertise and communities, the team can offer immersive, meaningful experiences that go beyond traditional event formats. Heledd Williams, Head of Business Events at Meet In Wales, commented: “Wales has an incredibly rich food heritage, but we are equally proud of the innovation and sustainability shaping its future. Hosting the Worldchefs Congress is a defining moment for us—it allowed us to share our story with the world while creating lasting opportunities for our people and our industry. Our size, our communities and our passion for food mean we can offer something truly distinctive to event organisers. Hospitality businesses are the backbone of everyone’s experiences and undoubtedly, food and drink play a large part in enhancing those experiences.”
In recent years, Wales has evolved its business events strategy to focus on sectors where it can offer genuine expertise and impact - from renewables and technology to food and drink. By aligning events with these strengths, Meet In Wales aims to attract gatherings that not only benefit from the destination, but also contribute to its growth and legacy.
With a thriving food and drink sector, strong academic links, and a deep cultural connection to land and produce, Wales is well-positioned to lead conversations around sustainability, provenance and the future of food on a global stage.
.jpg)
