New website for Wales Tours by Lucy O’Donnell

Wales Tours is an independent business led by experienced guide Lucy O’Donnell, offering private walking tours and bespoke travel experiences across South Wales and beyond. The challenge was to create a website that reflected the highly personal nature of Lucy’s work while clearly differentiating her services from larger tour operators and booking platforms.

The existing website contained a wealth of knowledge but lacked the structure and visual storytelling needed to communicate the unique value of the experience. Working closely with Lucy, Candid developed a completely redesigned WordPress website that places her expertise, personality and local insight at the centre of the visitor journey.

The new site introduces a more editorial, story-led approach to content, helping prospective visitors understand not only where they can go, but why those places matter. Tour pages were restructured to showcase the experiences available in Cardiff, Swansea and Monmouth, while also creating space for Lucy’s bespoke itineraries and private guided tours across Wales.

Visually, the website draws inspiration from travel publishing rather than traditional tourism marketing. Carefully selected photography, generous white space and a refined colour palette combine to create a sense of discovery and authenticity. The result is a website that feels welcoming, knowledgeable and distinctly Welsh.

Built on WordPress, the new site provides Lucy with a flexible platform that can evolve alongside her business, with the ability to add new tours, destinations, articles and recommendations over time.

Services provided

• Website strategy
• User experience design
• Information architecture
• WordPress development
• Content restructuring
• Copy editing
• Search engine optimisation
• Training and support

Outcome

The finished website positions Wales Tours as a premium, personalised alternative to generic sightseeing excursions, helping visitors connect with Wales through local knowledge, authentic experiences and thoughtfully curated itineraries.