Wrexham, a small city in northern Wales, long forgotten by many, has recently become a global tourist attraction thanks to two Hollywood stars, Ryan Reynolds and Rob McElhenney. Their purchase of Wrexham AFC in 2020 and the release of the documentary series Welcome to Wrexham on Disney+ have completely transformed the city, leading to a boom in tourism, economic revitalization, and a shift in the local spirit.
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A Turning Point from the Hollywood Duo
Wrexham, once known for its heavy industries such as mining and agriculture, has faced economic decline over the years, with many of its residents leaving in search of better opportunities. However, the arrival of Ryan Reynolds and Rob McElhenney marked a turning point for the city. In 2020, the duo purchased Wrexham AFC for $2.5 million at a time when the club was on the verge of collapse. But it wasn’t just financial investment that they brought – they brought global attention through the documentary Welcome to Wrexham, chronicling the journey to restore both the football club and the city.
The documentary quickly gained international popularity, bringing the story of Wrexham to screens around the world. The players, local residents, and iconic spots around the city all became familiar faces, giving viewers an intimate look into the life and passion that defines this small town.
Ryan Reynolds and Rob McElhenney have proven to be more than just savvy investors – they are symbols of change. By leveraging their fame and influence, they’ve breathed new life into Wrexham, not only in football but also in culture and economics.
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Tourism Boom and Economic Revitalization
According to Ian Bancroft, Chief Executive of the Wrexham County Borough Council, tourism revenue in Wrexham reached around £180 million (equivalent to $235 million) in 2023, up 20% from the previous year and nearly 50% since 2018. Tourists from all over the world, particularly from America and Canada, have flocked to Wrexham to witness firsthand the city that was brought back to life through the documentary.
Nestor Aguedelo, an engineer from Bogotá, Colombia, shared that he and his family visited Wrexham after watching the series: “We learned about this city through the documentary, and we just wanted to explore it ourselves.” Aguedelo’s story is not unique. Countless other tourists have arrived in Wrexham for similar reasons, creating an unprecedented wave of tourism in the city’s history.
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Not only has tourism exploded, but other sectors of Wrexham’s economy have also benefited from the global attention. Local and international businesses have chosen to invest in the city, creating job opportunities and driving economic growth. One prime example is the American food company Kellogg’s, which announced plans to build the largest cereal factory in Europe in Wrexham with an investment of $100 million, generating at least 130 new jobs. Hotels and restaurants in the city are also flourishing to accommodate the increasing number of visitors.
In addition, Wrexham Lager, a historic brewery, has expanded internationally thanks to the PR support from Ryan Reynolds and Rob McElhenney. James Wright, CEO of Wrexham Lager, shared: “We’ve begun making significant strides over the past 12 months, expanding throughout the UK, Scandinavia, Australia, and we plan to enter Canada and the US in the coming months.”
Changing the Atmosphere and Spirit of the City
Ryan Reynolds and Rob McElhenney’s influence has not only provided economic benefits but has also transformed the spirit and atmosphere of Wrexham. Petra Goodband, vicar of St. Giles Church in Wrexham, remarked, “I don’t think Wrexham will ever change its identity – Wrexham will always be Wrexham – but they are changing the atmosphere and the attitude. It’s becoming positive.”
Indeed, with Wrexham AFC’s two consecutive promotions, now playing in the third tier of English football, and aiming for the Premier League, the confidence and pride among Wrexham’s residents have surged. Ryan Reynolds and Rob McElhenney are not just aiming to elevate Wrexham AFC to the top of English football; they are also committed to turning the city into a cultural and sports destination known around the world.
A Bright Future for Wrexham
Beyond the current achievements, Wrexham has numerous development plans for the future. One of the major projects is the redevelopment of the Kop stand at the Racecourse Ground, set to be completed by 2026. Once finished, the stadium will host qualifying matches for the Wales men’s national team, and a new football museum dedicated to Welsh football will be built near the stadium.
Moreover, Rob McElhenney has pledged to help transform a derelict site in the city center into a community space to host events, contributing to the city’s cultural development. He also announced that this season’s chosen charity for the club is the Wrexham Miners Project, which works to preserve the history of Wrexham’s mining community – a cause close to the city’s heart following a local mining disaster in 1934 that claimed 266 lives.
An Unmistakable Impact
The changes in Wrexham are a testament to the power of culture, sport, and media. The story of Ryan Reynolds and Rob McElhenney in Wrexham is a clear example of how the combination of talent, passion, and strategic vision can bring about monumental transformations. It goes beyond football; the two stars have instilled pride, hope, and belief in Wrexham’s future.
Wrexham is now bidding to become the UK City of Culture in 2029. Although it only attained city status in 2022, with the impressive achievements in recent years, Wrexham is gradually making its mark on the world map. Once a small, overlooked town in Wales, Wrexham is now a symbol of revival and a dream destination for tourists from around the globe.
The success of Ryan Reynolds and Rob McElhenney in Wrexham is not just a story about football – it’s a story about the rebirth of a city. From being a forgotten place, Wrexham has become a beacon of growth, confidence, and community. This story shows that with dedication and vision, even the smallest places can rise to global prominence and achieve greatness.
