Wrexham Emerges as UK's Premier Holiday Destination Amid Football Fever
At 1:24 PM on a Friday afternoon, while most British pubs stand empty, The Turf in Wrexham is bustling with activity. Regulars mingle with a retirement party, and a lively pool game echoes through the historic establishment. Among the crowd is Wayne Cram from Boston, Massachusetts, sharing pints with Max, a local from Wrexham who popped in after a hospital appointment. These two individuals, who would typically never cross paths, have been united by one powerful force: Wrexham Football Club.
The Welcome to Wrexham Phenomenon
Almost attached to the historic Racecourse Ground, The Turf has become a central character in the "Welcome to Wrexham" documentary series that has captivated audiences worldwide. The show chronicles the fortunes of Wrexham FC, purchased by Hollywood stars Ryan Reynolds and Rob McElhenney, transforming this unassuming North Wales city into an unexpected tourism magnet.
Recent research reveals that Wrexham has become the United Kingdom's newest holiday hotspot for 2026, with bookings experiencing an astonishing 184% surge compared to 2025. This dramatic increase has left many wondering what drives visitors like Wayne Cram to travel 3,200 miles to a city once primarily known for industrial landmarks rather than tourist attractions.
"I'm like the Richard Dreyfuss character in Close Encounters of the Third Kind," explains Wayne Cram. "I was looking for something. I was probably making models of the Racecourse Ground out of mashed potato. I didn't know what I was looking for, but when I came here, I found it."
American Pilgrimage to Welsh Shores
Wayne has visited Wrexham five times, with a sixth trip counting his ten-hour drive to watch the team play in Philadelphia. His initial visits were discreet, but now he enthusiastically discusses team tactics, transfer windows, and promotion prospects with anyone who will listen.
"I don't know what the show's demographic was, but I am it," he adds. "I keep getting pulled here."
The Turf's landlord, Wayne Jones, has become an unintentional celebrity through the documentary. While he prefers to focus on running his pub rather than basking in the limelight, he happily poses for selfies with visitors from across the globe, contributing to his establishment's remarkable popularity.
Wrexham's Tourism Infrastructure Expands
Bryan Still, a former Wrexham Supporters Trust board member, now operates specialized tours of the city in his minibus. He guides eager international visitors to locations featured in the documentary and introduces them to local personalities who appear in the series.
Bryan's comprehensive tours include:
- The Wrexham Lager Brewery, now 95% owned by Ryan Reynolds, Rob McElhenney, and their investment partners
- Historic St Giles Church, one of the seven wonders of Wales, where Yale University founder Elihu Yale is buried
- Various murals throughout the city dedicated to club heroes
- Local businesses like Mad4Movies in the Butchers Market, owned by another documentary regular, Rob Clarke
Economic Contrasts in a Transforming City
Despite The Turf's constant crowds, Wrexham's high street presents a different picture. While Rob Clarke's shop enjoys steady visitor traffic, other market stalls struggle with limited footfall. Local shop owners express concerns that the council isn't doing enough to encourage spending within the city center, despite the documentary's broader benefits.
Back at The Turf, Wayne Jones continues his busy schedule while highlighting Flo's "world famous" baps available for £2 each. "They're world famous because Rob McElhenney had one once," he remarks before returning to his duties.
A Community United by Football and Film
The pub hosts an eclectic mix of characters connected to the club or documentary. Scoot, lead singer of the Declan Swans whose song "It's Always Sunny in Wrexham" features in the show, converses with a German visitor. Bassist Mark Jones mingles after finishing his work shift. A Yorkshire-based reporter covering the club arrives, and Boston Wayne holds court with all present.
Even the article's author, Andy Gilpin, has connections to the phenomenon, having provided voice-over work for the documentary series. "My hometown is in the spotlight of the world, and I, Wayne(s), Bryan, Scott, and so many others want to show it off," he observes. "And you may get embroiled in a chat about the merits of 3-5-2 and a world-famous bap in the bargain."
Wrexham's transformation from industrial city to international tourism destination demonstrates the powerful combination of sports, celebrity, and storytelling. While challenges remain for local businesses, the city's newfound popularity represents a remarkable shift in fortunes, proving that sometimes the most unlikely places can capture the world's imagination.
