The arrival of Hollywood actors Ryan Reynolds and Rob McElhenney in Wrexham, Wales, has dramatically transformed the city’s fortunes, particularly in the tourism sector. Since taking ownership of the Wrexham AFC football club in 2020, the duo has spearheaded a remarkable resurgence, not only for the team but also for the local economy. Visitor spending in Wrexham has tripled, reaching £179 million in 2023, a staggering increase from the £49 million recorded in 2020, the year Reynolds and McElhenney arrived. This surge in tourism has also bolstered local employment, with 1,758 jobs supported by the hospitality sector, demonstrating the significant economic impact of the club’s newfound success. This transformation represents a substantial improvement from the £90 million less revenue recorded in 2012, showcasing the sustained growth and positive trajectory of Wrexham’s tourism industry.
A key driver of this revitalization is the popular Disney+ docuseries, “Welcome to Wrexham.” The series chronicles the team’s journey under the new ownership, capturing the ups and downs of their back-to-back promotions from the National League to League One. The documentary has not only introduced Wrexham AFC to a global audience but also showcased the city itself, attracting a new wave of visitors eager to experience the charm and character documented in the series. Joe Bickerton, Wrexham County Borough Council destination manager, acknowledges the documentary’s catalytic effect, describing how it has piqued the interest of potential tourists and motivated the city to embrace the influx of visitors. The appeal extends beyond football fans, drawing individuals curious to explore the real-life Wrexham and compare it with the portrayal in the documentary.
The 21% year-on-year growth in visitor numbers in 2023 is considered exceptional, surpassing the typical 5-6% growth rate. This unprecedented surge underscores the significant impact of Reynolds and McElhenney’s involvement and the documentary’s global reach. The increased visibility has propelled Wrexham to become the best-performing local authority in Wales for visitor growth, solidifying its position as an emerging tourist destination. This phenomenal growth highlights the power of media representation and its potential to transform the economic landscape of a region.
The dynamic duo’s influence extends beyond the football pitch and the television screen. Reynolds and McElhenney have also invested in Wrexham Lager, a historic local brewery, aiming to expand its reach to the United States. They plan to distribute cans of the 140-year-old beer to 29 states, hoping for a more successful venture than the lager’s ill-fated presence on the Titanic’s maiden voyage. This venture further reflects their commitment to the local community and their efforts to promote Wrexham’s unique offerings on a larger scale. This entrepreneurial endeavor highlights their dedication to revitalizing not just the football club but also the broader economic landscape of the town.
Their ambitious vision for Wrexham extends to the development of a new, 55,000-capacity stadium, a scale exceeding even Manchester City’s Etihad Stadium. This bold proposal underscores their long-term commitment to the club and their belief in its potential for growth. The proposed stadium would significantly enhance the club’s infrastructure and further elevate Wrexham’s profile on the sporting landscape. This potential development reinforces their investment in the town’s future and their ambition to establish Wrexham as a major footballing hub.
The holistic approach of Reynolds and McElhenney, encompassing the football club, local businesses, and infrastructure development, has garnered widespread praise. Their investment extends beyond merely owning a football team; they have actively embraced the community and invested in its future, contributing to its overall regeneration. This comprehensive approach demonstrates their genuine interest in Wrexham’s prosperity and their long-term vision for its growth and development. Even attracting the attention of Hollywood figures like Danny DeVito, who celebrated a recent Wrexham victory from a virtual stadium in Los Angeles, further highlights the club’s expanding global reach and influence. The narrative of Wrexham’s transformation serves as a compelling example of how strategic investment and community engagement can revitalize a town and elevate its profile on the global stage.
