Cardiff has become the first regional airport to join UKinbound as it aims to highlight its role as a key gateway to the UK.
A key objective of joining the trade association that represents the inbound tourism industry is to help raise the number of travellers using the airport as an entry or departure point.
Almost a third of the Welsh gateway’s customers are visitors to the country from destinations across Europe and further afield.
But with more than 3.5 million international visitors travelling to Wales and the south west of England each year, the airport wants to capture a larger share.
Cardiff recently attracted a Qatar Airways service to Doha which created new opportunities for visitors to fly to the UK from destinations such as Australia, New Zealand, China, Japan and India.
Deb Barber, airport chief executive, said: “Joining UKinbound will connect us with key global tour operators who, when planning trips into the UK for their customers, should consider flights into/out of Cardiff airport as an easier, more convenient alternative to the bigger airports.
“Visitors will have an opportunity to explore Wales and the south west of England – both of which have so much to offer.”
UKinbound chairman Mark McVay added: “One of our key priorities is to help support and promote tourism and new tourism product across the nations and regions of the UK.
“Following our successful annual convention in Cardiff earlier this year, we are delighted that Cardiff airport have joined the association which will help to foster greater collaboration with the travel trade in bringing new inbound business to the area.”