The Drifters Bring Timeless Soul to ICC Wales as Newport Strengthens Its Position as a Leading UK Events Destination: Here is Everything You Need to Know Now

Written By: Minal Aditi Lakra

Minal Aditi Lakra

I graduated with a degree in Finance from the University of Calcutta and further strengthened my financial expertise by pursuing both the Chartered Accountancy (CA) and Certified Financial Planner (CFP) programs. Over the past decade, I have dedicated myself to building a career aligned with my long-term professional aspirations, combining analytical thinking with strategic communication. Currently, I work as a Public Relations Strategist at Travel And Tour World (TTW), a global travel media platform that connects industry leaders with travelers worldwide. My role involves translating the vision, insights, and innovations of tourism stakeholders—including governments, tourism boards, airlines, hospitality brands, and event organizers—into compelling stories that inform, inspire, and influence global travel audiences. Through strategic storytelling and media engagement, I help bridge the gap between industry leadership and evolving traveler expectations.

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July 15, 2026 19:12 GMT+5:30

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As the UK’s live entertainment and business events calendar continues to attract visitors from across Britain and overseas, ICC Wales is set to welcome legendary vocal group The Drifters on 18 September 2026, adding another high-profile performance to the venue’s growing programme of cultural events. While ICC Wales has earned an international reputation for hosting conferences, exhibitions and corporate gatherings, the concert highlights how modern convention centres are increasingly diversifying their offerings to support year-round tourism and strengthen local visitor economies.

Taking place in the venue’s purpose-built 1,500-seat Auditorium, the performance will bring one of the world’s most enduring rhythm and blues groups to Newport, offering audiences an evening celebrating decades of timeless classics. The event also reinforces the role of live music in extending visitor stays, generating hotel bookings and supporting restaurants, transport providers and local businesses throughout South Wales.

Located within the Celtic Manor Resort estate in Newport, ICC Wales has rapidly established itself as one of the United Kingdom’s premier event destinations. Designed to accommodate everything from international congresses and exhibitions to entertainment productions, the venue combines modern facilities with excellent transport connectivity. Situated just off the M4 motorway, it is approximately 95 minutes by rail from London Paddington and within easy reach of both Cardiff and Bristol airports, making it highly accessible for domestic and international visitors alike. The venue also operates to the internationally recognised ISO 14001 environmental management standard, reflecting its commitment to sustainable operations.

Although The Drifters concert is primarily a live entertainment event rather than a trade exhibition or conference, it demonstrates how convention centres are broadening their event portfolios beyond traditional business meetings. Entertainment programming helps maintain visitor numbers throughout the year, increases venue utilisation and encourages repeat visits, contributing to a more resilient regional tourism economy.

Few vocal groups have enjoyed the longevity and global recognition of The Drifters. Having sold hundreds of millions of records worldwide, the group has become synonymous with classic soul and R&B, producing enduring hits including Under the Boardwalk, Saturday Night at the Movies, Come On Over to My Place, You’re More Than A Number and Kissin’ In The Back Row. Their influence has been recognised through induction into the Rock & Roll Hall of Fame and inclusion among Rolling Stone’s Greatest Artists of All Time.

The current touring production continues under the guidance of Tina Treadwell, daughter of the group’s original founders George and Faye Treadwell. Recent UK tours have included headline performances at major arenas and a landmark appearance at London’s Royal Albert Hall, demonstrating the band’s enduring appeal to audiences spanning multiple generations.

For Newport and the wider South Wales region, concerts of this calibre generate benefits extending well beyond ticket sales. Visitors travelling from neighbouring counties and further afield frequently combine entertainment with overnight accommodation, dining experiences and visits to nearby attractions. This creates valuable business opportunities for hotels, independent restaurants, cafés, taxi operators and retailers, particularly during weekends when leisure travel is at its strongest.

The concert also complements Wales’ broader tourism strategy of promoting cultural experiences alongside its renowned natural landscapes and heritage attractions. Visitors attending performances at ICC Wales can easily extend their stay to explore the historic city of Newport, the scenic Wye Valley, Cardiff’s vibrant waterfront, the Brecon Beacons National Park or the spectacular coastline of South Wales, further increasing visitor expenditure across the region.

Accessibility remains one of ICC Wales’ strongest competitive advantages. The venue benefits from direct motorway access, proximity to Newport railway station and convenient connections to Cardiff Airport and Bristol Airport, allowing visitors from across the UK and Europe to travel with relative ease. This connectivity has helped position ICC Wales as a preferred destination for both business events and large-scale public performances.

According to the official event schedule, venue bars will open at 5.00 pm, auditorium doors at 7.00 pm and the performance will commence at 7.30 pm, with a short interval before concluding at approximately 9.50 pm. Ticket enquiries are managed by the external promoter through Gigantic, while ICC Wales provides the venue and visitor facilities.

Beyond this individual concert, ICC Wales continues to strengthen its position within the UK’s competitive meetings and events industry. Alongside international conferences and investment summits, the venue regularly hosts family entertainment, theatre productions, tribute performances and seasonal events, helping attract diverse audiences throughout the calendar year. This balanced programming enhances economic resilience while reinforcing South Wales as a destination capable of delivering both world-class business events and memorable visitor experiences.

As the boundaries between leisure tourism and business travel continue to blur, venues such as ICC Wales are demonstrating how convention centres can serve as catalysts for wider destination development. The arrival of The Drifters in September 2026 may be a single evening of music, but its broader significance lies in showcasing how iconic performances contribute to regional tourism, support local enterprises and strengthen Wales’ growing reputation as an attractive destination for both international meetings and live entertainment.