Travel Wales by TfW: Retail, Marketplace and Licensing Ecosystem / Teithio Cymru gan TrC: Manwerthu, Y Farchnad ac Ecosystem Trwyddedu

Procurement description

Transport for Wales (TfW) is exploring the development of a phased Travel Wales retail, marketplace and licensing ecosystem.

The ambition is to create a commercially sustainable proposition that generates non-farebox revenue, strengthens the Travel Wales brand, enhances customer engagement, and creates opportunities for Welsh businesses, tourism partners and other organisations.

The potential scope may include:

• customer research, proposition development and demand validation;

• retail strategy, product sourcing and product development;

• ecommerce platform provision, payment services and systems integration;

• retail operations, warehousing, fulfilment, delivery, returns and customer service;

• marketing, content, customer engagement and performance analytics;

• station, event and pop-up retail opportunities;

• tourism, destination and experience-led products and services;

• marketplace capability, seller onboarding and marketplace governance;

• strategic partnerships, brand collaborations and sponsorship opportunities;

• intellectual property management, licensing and royalty-based commercial opportunities.

Potential phased approach

Phase 1: Establish the Core Proposition

Development and operation of a managed retail, ecommerce and fulfilment service, with TfW retaining appropriate control of brand strategy, intellectual property, customer data and commercial governance.

Phase 2: Expand Participation

Subject to demand and operational maturity, introduce marketplace capability to enable Welsh suppliers, tourism businesses and selected third parties to participate in the Travel Wales ecosystem.

Phase 3: Commercialise the Brand

Subject to market viability, explore licensing, royalty opportunities and strategic commercial partnerships.

This phased approach is an initial hypothesis for market testing and does not represent TfW's final operating model, commercial strategy, procurement approach or contractual structure.

Areas for Market Feedback

TfW has not yet determined:

• the final customer proposition, target audiences, or initial product and service portfolio;

• likely demand, revenue potential or investment requirements;

• the preferred operating, commercial and technology model;

• the allocation of demand, inventory, investment and delivery risk;

• the timing, viability and structure of any marketplace or licensing capability; or

• whether delivery would be through a single partner, consortium, prime contractor model, specialist appointments or a phased approach.

The purpose of this preliminary market engagement is to test assumptions, obtain market evidence and gather feedback before determining whether and how TfW may proceed. Any future procurement, scope, delivery model, contract structure, value or timetable remains indicative and subject to change. TfW reserves the right not to proceed with any subsequent procurement.

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Mae Trafnidiaeth Cymru (TrC) yn archwilio'r posibiliad o ddatblygu ecosystem manwerthu, y farchnad a thrwyddedu Teithio Cymru fesul cam.

Yr uchelgais yw creu cynnig sy'n fasnachol gynaliadwy sy'n cynhyrchu refeniw nad yw'n deillio o elw o werthu tocynnau, yn cryfhau brand Teithio Cymru, yn gwella ymgysylltiad cwsmeriaid, ac yn creu cyfleoedd i fusnesau, partneriaid twristiaeth a sefydliadau eraill yng Nghymru.

Gall y posibiliadau gynnwys:

· cynnal ymchwil i gwsmeriaid, datblygu cynigion a dilysu galw;

· strategaeth adwerthu, cyrchu cynnyrch a datblygu cynnyrch;

· darparu platfform e-fasnach, gwasanaethau talu ac integreiddio systemau;

· gweithrediadau manwerthu, warysau, cyflawni, dosbarthu, ffurflenni a gwasanaeth cwsmeriaid;

· marchnata, cynnwys, ymgysylltu â chwsmeriaid a dadansoddi perfformiad;

· cyfleoedd ar gyfer manwerthu mewn gorsafoedd, digwyddiadau a stondinau codi;

· cynhyrchion a gwasanaethau a arweinir gan dwristiaeth, cyrchfannau a phrofiadau;

· gallu'r farchnad, rhoi gwerthwr ar ben ffordd a llywodraethu marchnad;

· partneriaethau strategol, cydweithredu â brandiau a chyfleoedd noddi;

· rheoli eiddo deallusol, trwyddedu a chreu cyfleoedd masnachol yn seiliedig ar freindaliadau.

Dull gweithredu graddol posibl

Cam 1: Sefydlu'r Cynnig Craidd Datblygu a gweithredu gwasanaeth manwerthu, e-fasnach a chyflawni a reolir, gyda TrC yn cadw rheolaeth briodol ar strategaeth brand, eiddo deallusol, data cwsmeriaid a llywodraethu masnachol.

Cam 2: Ehangu Cyfranogiad Yn amodol ar alw ac aeddfedrwydd gweithredol, cyflwyno gallu'r farchnad i alluogi cyflenwyr Cymru, busnesau twristiaeth a thrydydd parti a ddewisir i gymryd rhan yn ecosystem Teithio Cymru.

Cam 3: Masnacheiddio'r Brand Yn amodol ar hyfywedd y farchnad, archwilio trwyddedu, cyfleoedd breindal a phartneriaethau masnachol strategol.

Mae'r dull graddol hwn yn rhagdybiaeth gychwynnol ar gyfer profi'r farchnad ac nid yw'n cynrychioli model gweithredu terfynol TrC, strategaeth fasnachol, dull caffael na strwythur cytundebol.

Meysydd ar gyfer Adborth gan y Farchnad

Mae TrC eto i benderfynu ar y canlynol:

· y cynnig terfynol i gwsmeriaid, cynulleidfaoedd targed, y portffolio cynnyrch a'r gwasanaeth cychwynnol;

· galw tebygol, potensial refeniw neu ofynion buddsoddi;

· y model gweithredol, masnachol a thechnolegol a ffafrir;

· dyrannu risg galw, rhestr eiddo, buddsoddi a chyflawni;

· amseru, hyfywedd a strwythur unrhyw farchnad neu allu trwyddedu; neu

· a fyddai'r ddarpariaeth yn cael ei chyflawni drwy un partner, ar ffurf consortiwm, drwy fodel prif gontractwr, apwyntiadau arbenigol neu ddull graddol.

Pwrpas yr ymgysylltiad rhagarweiniol hwn â'r farchnad yw profi rhagdybiaethau, cael tystiolaeth o'r farchnad a chasglu adborth cyn bod TrC yn penderfynu sut i symud ymlaen. Mae unrhyw waith caffael, sgôp, model cyflenwi, strwythur contractau, gwerth neu amserlen yn y dyfodol yn parhau i fod yn un enghreifftiol yn unig ac yn destun newid. Mae TrC yn cadw'r hawl i beidio â bwrw ymlaen ag unrhyw waith caffael dilynol.

Main category

Services

Delivery regions

• UK - United Kingdom

Total value (estimated)

100000.00 GBP Excluding VAT

120000.00 GBP Including VAT

Contract dates (estimated)

19 April 2027, 00:00AM to 19 April 2030, 23:59PM

Extension end date (if all the extensions are used): 19 April 2032

Transport for Wales (TFW) Ltd

Transport for Wales Rail Ltd

Is the total value above threshold?

Below threshold

CPV classifications

• 79411100 - Business development consultancy services
• 72222300 - Information technology services
• 72212211 - Platform interconnectivity software development services
• 72222000 - Information systems or technology strategic review and planning services
• 72227000 - Software integration consultancy services
• 79342000 - Marketing services
• 48000000 - Software package and information systems
• 79310000 - Market research services
• 73210000 - Research consultancy services
• 79120000 - Patent and copyright consultancy services
• 79415200 - Design consultancy services
• 63120000 - Storage and warehousing services
• 64121100 - Mail delivery services

Delivery regions

• UK - United Kingdom

Sustainability

Small and medium-sized enterprises (SME)

Voluntary, community and social enterprises (VCSE)

Contract start date (estimated)

19 April 2027, 00:00AM

Contract end date (estimated)

19 April 2030, 23:59PM

Extension end date (estimated)

19 April 2032, 23:59PM

Can the contract be extended?

Yes

Engagement process description

Transport for Wales is undertaking preliminary market engagement to test the proposed Travel Wales retail, marketplace and licensing ecosystem. The engagement will help inform the customer proposition, operating and commercial models, technology approach, marketplace and licensing opportunities, investment assumptions, procurement strategy and any future route to market.

1. Expression of Interest and Market Questionnaire

Interested organisations are invited to complete a short questionnaire covering:

• relevant experience and organisational capability;

• customer proposition and demand validation;

• operating, commercial and delivery models;

• technology, marketplace and licensing considerations;

• investment, revenue, risk and intellectual property;

• opportunities for Welsh businesses and responsible delivery; and

• views on procurement packaging and market structure.

Questionnaire:

https://forms.cloud.microsoft/e/iS7zy6Kc34

Responses should be submitted by 17:00 on 30 October 2026.

Respondents are encouraged to provide evidence-based insights, lessons learned and constructive challenge rather than marketing material or sales proposals.

2. Cross-Sector Focus Group

TfW intends to hold a facilitated focus group with approximately 6-8 organisations representing areas such as retail, ecommerce, marketplace operations, licensing, fulfilment, tourism and customer insight.

The session will explore:

• customer, product and channel priorities;

• the proposed phased approach;

• operating and commercial models;

• investment, revenue and risk allocation;

• technology, data and integration;

• marketplace and licensing readiness;

• Welsh supplier participation; and

• procurement and delivery options.

Date: 18 November 2026

Time: 09:30-14:30

Location: TfW, 3 Llys Cadwyn, Taff Street, Pontypridd, CF37 4TH

Focus group participation is for market engagement purposes only and will not form part of any procurement evaluation. Supplier-specific pricing, margins or commercially sensitive information will not be discussed.

3. Confidential One-to-One Discussions

TfW may invite selected organisations to participate in confidential one-to-one discussions to explore market capability, operating models, technology, investment considerations, risks and lessons learned in greater detail.

Indicative period: 30 November to 4 December 2026.

Participation in a one-to-one discussion will not provide any advantage in any future procurement.

Focus Group Selection

Where demand exceeds available places, TfW may select participants based on:

• relevance of experience;

• quality of evidence and market insight offered; and

• suitability of the proposed attendee.

TfW may also seek to achieve a balanced mix of capabilities, market perspectives and organisation types.

Organisations not selected for the focus group may still be invited to provide additional written feedback or participate in one-to-one discussions.

Fairness and Confidentiality

TfW will provide all participants with access to the same core information and will maintain records of engagement activities.

Information gathered may be used to inform the business case, operating model, commercial strategy, procurement approach, specification and contractual arrangements for any future opportunity.

Respondents should clearly identify any information considered commercially confidential. TfW may publish anonymised or aggregated findings and may incorporate relevant insights into future procurement documentation to ensure transparency and equal treatment.

Status of this Notice

This notice relates solely to preliminary market engagement and does not constitute a call for competition, tender notice, pre-qualification process or commitment to undertake a future procurement.

TfW reserves the right to amend, refine, reduce, expand, phase or discontinue the opportunity following engagement. Participation or non-participation will not provide an advantage or disadvantage in any future procurement.

Participation

TfW welcomes responses from:

• SMEs;

• Welsh businesses;

• VCSEs;

• specialist providers;

• new market entrants;

• consortium members; and

• potential subcontractors.

The written engagement is open to all interested organisations.

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Mae Trafnidiaeth Cymru yn ymgymryd ag ymgysylltiad rhagarweiniol â'r farchnad i brofi ecosystem manwerthu, marchnad a thrwyddedu arfaethedig Teithio Cymru. Bydd yr ymgysylltiad yn helpu i lywio'r cynnig i gwsmeriaid, modelau gweithredol a masnachol, dulliau technolegol, cyfleoedd yn y farchnad a thrwyddedu, rhagdybiaethau o ran buddsoddi, strategaeth gaffael ac unrhyw lwybr i'r farchnad yn y dyfodol.

1. Mynegi Diddordeb a Holiadur ar gyfer y Farchnad

Gwahoddir sefydliadau sydd â diddordeb i gwblhau holiadur byr sy'n trafod:

profiad perthnasol a gallu sefydliadol;

cynnig cwsmeriaid a dilysu galw;

modelau gweithredu, masnachol a chyflenwi;

ystyriaethau technolegol, y farchnad a thrwyddedu;

buddsoddi, refeniw, risg ac eiddo deallusol;

cyfleoedd i fusnesau yng Nghymru a chyflawni mewn dull cyfrifol; a

safbwyntiau ar becynnu caffael a strwythur y farchnad.

Holiadur:

https://forms.cloud.microsoft/e/6ip1UuhYe4

Dylid cyflwyno ymatebion i erbyn 17:00 ar 30 Hydref 2026.

Anogir ymatebwyr i ddarparu mewnwelediadau ar sail tystiolaeth, gwersi a ddysgwyd a her adeiladol yn hytrach na deunyddiau a gafodd eu marchnata neu gynigion gwerthu.

2. Grŵp Ffocws Traws-sector

Mae TrC yn bwriadu llunio grŵp ffocws gyda thua 6-8 sefydliad fydd yn cynrychioli meysydd fel manwerthu, e-fasnach, gweithrediadau yn y farchnad, trwyddedu, cyflawni, twristiaeth a mewnwelediad i gwsmeriaid.

Yn y sesiynau, bydd y canlynol yn cael eu trafod:

blaenoriaethau cwsmeriaid, cynnyrch a sianel;

dull gweithredu cam wrth gam arfaethedig;

modelau gweithredol a rhai masnachol;

buddsoddi, refeniw a dyrannu risg;

technoleg, data ac integreiddio;

marchnad a pharodrwydd i drwyddedu;

Cyfranogiad cyflenwyr yng Nghymru; ac

opsiynau prynu a chyflenwi.

Dyddiad: 18 Tachwedd 2026

Amser: 09:30-14:30

Lleoliad: TrC, 3 Llys Cadwyn, Stryd y Taf, Pontypridd, CF37 4ydd

Ystyrir cyfranogiad grwpiau ffocws at ddibenion ymgysylltu â'r farchnad yn unig ac ni fydd yn ffurfio rhan o unrhyw werthusiad caffael. Ni chaiff prisiau, elw neu wybodaeth fasnachol sensitif ei drafod.

3. Trafodaethau Cyfrinachol Wyneb yn Wyneb

Gall TrC wahodd sefydliadau dethol i gymryd rhan mewn trafodaethau cyfrinachol un i un i archwilio gallu'r farchnad, modelau gweithredu, technoleg, ystyriaethau buddsoddi, risgiau a gwersi a ddysgwyd yn fanylach.

Y cyfnod gwaith posibl: 30 Tachwedd i 4 Rhagfyr 2026.

Ni fydd cymryd rhan mewn trafodaeth wyneb yn wyneb yn rhoi unrhyw fantais i unrhyw broses gaffael yn y dyfodol.

Dewis Grŵp Ffocws

Lle bo mwy o alw na'r lleoedd sydd ar gael ar y grŵp, gall TrC ddewis cyfranogwyr yn seiliedig ar:

profiad;

ansawdd y dystiolaeth a'r mewnwelediad i'r farchnad a gynigir; ac

addasrwydd yr aelod arfaethedig.

Efallai y bydd TrC hefyd yn ceisio sicrhau cymysgedd cytbwys o alluoedd, safbwyntiau o'r farchnad a mathau o sefydliadau.

Efallai y bydd sefydliadau nad ydynt wedi'u dewis ar gyfer y grŵp ffocws yn dal i gael eu gwahodd i ddarparu adborth ysgrifenedig ychwanegol neu gymryd rhan mewn trafodaethau wyneb yn wyneb.

Tegwch a Chyfrinachedd

Bydd TrC yn rhoi mynediad i'r holl gyfranogwyr at yr un wybodaeth graidd a bydd yn cynnal cofnodion o weithgareddau ymgysylltu.

Gellir defnyddio gwybodaeth a gesglir i lywio'r achos busnes, y model gweithredu, strategaeth fasnachol, dull caffael, manyleb a threfniadau cytundebol ar gyfer unrhyw gyfle yn y dyfodol.

Dylai ymatebwyr nodi'n glir unrhyw wybodaeth a ystyrir ei fod yn fasnachol gyfrinachol. Gall TrC gyhoeddi canfyddiadau dienw neu gyfunol a gall ymgorffori mewnwelediadau perthnasol i ddogfennau caffael yn y dyfodol i sicrhau tryloywder a thriniaeth gyfartal.

Statws yr Hysbysiad hwn

Mae'r hysbysiad hwn yn ymwneud ag ymgysylltu rhagarweiniol â'r farchnad yn unig ac nid yw'n golygu'r un peth â galwad am gystadleuaeth, hysbysiad tendro, proses cyn cymhwyso nac ymrwymiad i ymgymryd â chaffael yn y dyfodol.

Mae TrC yn cadw'r hawl i ddiwygio, mireinio, lleihau, ehangu, ei roi ar waith gam wrth gam neu derfynu'r cyfle yn dilyn y cyfnod ymgysylltu. Ni fydd cymryd rhan neu beidio â chymryd rhan o fantais nac o anfantais mewn i unrhyw broses gaffael yn y dyfodol.

Cymryd rhan

Mae TrC yn croesawu ymatebion gan:

BBaChau;

Busnesau Cymru;

Mentrau gwirfoddol, cymunedol neu gymdeithasol;

darparwyr arbenigol;

cwmnïau sy'n newydd i'r farchnad;

aelodau consortiwm; ac

isgontractwyr posibl.

Mae'r ymgysylltiad ysgrifenedig yn agored i bob sefydliad sydd â diddordeb.

Due date

30 October 2026, 23:59PM

Has the engagement period already ended?

No

Publication date of tender notice (estimated)

15 January 2027