Clutching a pint of Guinness at The Turf, a pub in north Wales, Nestor Aguedelo, a visitor from Colombia, laughs with his family, captivated by Wrexham’s newfound fame. “We came here because of the TV documentary,” he says, referencing the series Welcome to Wrexham, which has put this former market town on the global map.
Wrexham’s transformation began in 2020 when Hollywood stars Ryan Reynolds and Rob McElhenney purchased its struggling football club for US$2.5 million. Their journey with the club, showcased in the hit series, has attracted international tourists eager to experience the city. The influx of visitors is a direct result of this spotlight, which has breathed new life into the town.
Tourism revenue in Wrexham reached £180 million in 2023, a 50% rise since 2018. Visitors from across the world now make stops at the historic Racecourse football ground, the world’s oldest stadium still hosting international matches, and The Turf pub, a central location in the documentary. Wayne Jones, the pub’s manager, has even become a local celebrity thanks to his appearances on the show.
This “Rob and Ryan effect” is reshaping the city. Kellogg’s recently invested US$100 million to create Europe’s largest cereal factory in Wrexham, creating over 130 jobs. Boutique hotels are sprouting up, and American investors are purchasing properties to rent out to football tourists. Even local businesses like Wrexham Lager, known for being served on the Titanic, are expanding globally, with plans to enter markets in Canada and the US.
Wrexham, which gained city status in 2022, is now bidding to become the UK City of Culture for 2029, a testament to the cultural and economic revival sparked by the club’s ownership change. The local football team is making strides, with back-to-back promotions and aspirations of reaching the Premier League. Plans are underway to redevelop the Racecourse stadium, aiming to host international matches for Wales and open a new Football Museum for Wales by 2026.
The changes in Wrexham are not just physical. Local residents speak of a renewed pride in their city. “Wrexham will always be Wrexham, but it’s changing its vibe,” says Petra Goodband, associate priest for St. Giles Church. With the energy and investment from Reynolds and McElhenney, Wrexham has found new hope and optimism for the future.
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