Some opportunities come along once in a generation, and Powys has just secured one of the biggest. The announcement that the Tour de France Grand Départ will pass through the county in 2027 has been widely welcomed as a historic moment, bringing with it global attention and the promise of a significant economic boost. For Brecon, in particular, the news is hugely exciting.
Stage 3 of the world’s most famous cycling race will start in Welshpool before sweeping through the heart of Powys, passing through Newtown, Llandrindod Wells, Builth Wells and Brecon, before heading on to a dramatic finish in Cardiff. For one unforgettable day, Brecon will be firmly on the world stage.
Speaking after the official announcement at Powis Castle, Cllr Jake Berriman described the news as an extraordinary honour.
“There is no greater honour in cycling than hosting the Tour de France’s Grand Départ,” he said. “Since it began leaving France in the 1950s, the Tour has started abroad on 26 occasions, visiting countries including Ireland, Italy, Germany and England – but this will be the first stage ever held in Wales.”
Powys is well versed in hosting major cycling events, having previously welcomed stages of the Tour of Britain and the Women’s Tour. Those events delivered a clear economic uplift, particularly for the hospitality sector, while providing a valuable platform to showcase the county as a visitor destination. The Tour de France, however, operates on a completely different scale.
When the Grand Départ last came to Great Britain, starting in North Yorkshire in 2014, it reportedly generated a £100 million boost to the economy. With millions of viewers worldwide and thousands of spectators expected along the route, the potential impact for towns such as Brecon is significant.
Brecon’s inclusion in the stage feels especially fitting, given that the town offers exactly the kind of scenery and atmosphere that makes the Tour de France so visually compelling. The images broadcast around the world will not just show elite cyclists racing through, but will capture our local landscape, heritage and sense of place.
The Powys stage forms part of a wider UK Grand Départ, beginning at Edinburgh Castle on July 2nd, followed by a second stage between Keswick and Liverpool, before the race arrives in Wales on July 4th. Welshpool will host the start, but it is the journey through the that promises to leave a lasting impression.
The Tour de France will also be one highlight in what is shaping up to be an exceptional summer for Powys, which will host the Royal Welsh Show, the International Six Days Enduro and the National Eisteddfod within a matter of weeks.
With more than 500 days to go, the countdown has begun. Whether lining the streets to cheer, supporting local events, or welcoming visitors, one thing is certain: Brecon’s moment in the spotlight is coming, and the world will be watching.
