Inspired by St Non – celebrated on 2 March as the mother of St David - and in recognition of the rise in trend of female group travel, Visit Wales has introduced four new female-focused itineraries to their website. These itineraries encourage female groups to come feel the hwyl in Wales, emphasising wellbeing, adventure, and multi-generational get-togethers and tapping into the growing trend of ‘girl gang’ breaks. 

Female group travel has become a key travel trend for 2025. Visit Wales insights show us:

• The hashtag #GirlTrip has been viewed more than 7m times on TikTok in the last 120 days.
  
• On Pinterest, “Girls Trip” has seen a 20% year on year increase and 38% increase in mentions across social platforms - as well as spawning millions of the ‘when the girls trip leaves the group chat’ memes.

Read Visit Wales' full update on this here.

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Award winning Shrewsbury caravan and motorhome dealership Salop Leisure will be promoting Wales as a holiday destination and serving up traditional Welsh food to celebrate St David’s Day on Saturday.
 
The Shrewsbury based company, which also has sales centres in Machynlleth and Stourport-on-Sevem, will be flying the Welsh flag, handing out daffodils and serving up Welsh food favourites in its Love Coffee café and restaurant on March 1.
 
Salop Leisure always makes a special effort to celebrate St David’s Day because of the company’s important links with tourism in Mid Wales, which is at the heart of the business.
 
To bring a taste of Wales to the celebrations, Love Coffee will be serving up a special menu including leek and potato soup, bara brith and Welsh cakes.
 
St David’s Day also marks the traditional opening of the new tourism season, with caravan holiday home parks across Mid Wales welcoming back owners after a winter break.
 
Salop Leisure invests thousands of pounds every year promoting tourism in Mid Wales to existing owners and prospective buyers of holiday homes, touring caravans and motorhomes.
 
The company supplies caravan holiday homes and luxury lodges to more than 200 parks across Mid Wales and the Heart of England.
 
Salop Leisure’s co-managing director Dylan Roberts said: “St David’s Day is always an important date in the company’s calendar because Wales has always been at the heart of our business.
 
“It’s an opportunity to not only celebrate the country’s patron saint but also to promote the beautiful landscape and attractions that Wales has to offer visitors.”
 
Mr Roberts, who is also chairman of MWT Cymru, the independent organisation representing 600 tourism and hospitality businesses across Powys, Ceredigion and Southern Snowdonia, added: “Mid Wales is one of the most popular destinations in the UK with people looking to buy a caravan holiday home.
 
“Staycations in Mid Wales are important to the region’s economy and popular with people who want to escape to the wonderful seaside and into the fantastic countryside.”
 
Zoe Hawkins, chief executive of MWT Cymru, thanked Salop Leisure for continuing to promote the region as a tourist destination.
 
“Salop Leisure does a fantastic job to help us put the stunning Mid Wales countryside and coast on the map in two of our key target markets, the West Midlands and North West England,” she said. “Visitor surveys always highlight how important the caravan and camping sector is to the economy of Mid Wales.”

A new digital platform, which is helping to address the economic challenges faced by town centres in Powys, has been developed by Mid Wales’ largest independent  tourism organisation.
 
IMI Wales has been created by Mid Wales Tourism (MWT Cymru) with supported from the UK Shared Prosperity Fund, to connect local businesses with the region’s thriving tourism sector, creating new opportunities and boosting footfall.
 
Free for businesses to join, the IMI Wales platform - www.imi.wales - has already welcomed over 80 local businesses from across Powys.
 
Using innovative blockchain and Web3 technology, it allows businesses to list their services, create rewards and share offers or vouchers directly with their own customers via the marketplace and, importantly, with tourism businesses.
 
Hotels, attractions and other tourism-related enterprises can then promote these offers to their visitors through their websites, social media or other channels, encouraging them to explore local town centres.
 
“In Powys, we only have 132,000 residents, but we welcome nearly five million visitors each year,” said Zoe Hawkins, MWT Cymru’s chief executive. “Many town centre businesses don’t see themselves as part of the visitor economy, but they are absolutely vital to the experience of those who come here.
 
“Visitors don’t come to Mid Wales for chain stores, they come for our independent shops, family run cafes and the authenticity that makes Mid Wales so unique.”
 
Powys alone attracts millions of visitors annually but, with a relatively small local population, relying solely on local footfall has proven to not always be enough to sustain town centres.
 
“We can’t change people’s shopping habits,” added Zoe, “and we know many are tied by working hours and the convenience of online shopping. But visitors don’t face those constraints. They are here to shop local and they are eager to spend locally.
 
“By connecting tourism and town centre businesses, this platform ensures visitors can discover and support our towns. With thousands of potential customers staying in caravan parks, hotels and other accommodations across the region, we need to let them know our towns are open for business.”
 
Attractions like Elan Valley, which draws more than half a million visitors annually and Powis Castle, which welcomes around 200,000 visitors each year, are keen to spread the benefits locally.
 
They are keen to work with town centre partners to support the region via the platform, helping to create new economic opportunities for surrounding areas.
 
“Over the past 30 years, tourism businesses in Mid Wales have embraced technology and innovation to punch above their weight,” said Zoe. “Now, it’s time for town centres to have the same opportunities.
 
“This platform gives them a way to grow and thrive, ensuring they remain a vibrant part of our community for generations to come.”
 
The IMI Wales platform offers an easy and seamless way for businesses to collaborate, share opportunities and encourage visitors to explore the unique and authentic experiences that Mid Wales offers.

Visit Wales reported nearly 300 stakeholders joined the industry marketing webinar held on 17 October. 

A recording of the webinar, and other useful links from the session, are now available on Visit Wales' new industry website.
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They updated on:

• Recent and current marketing activity (consumer and travel trade)
• Our new industry facing website
• The National Tourism Awards for Wales 2025
  
  

They also shared their plans for Croeso 25 and talked about the flagship marketing campaign for Wales, Hwyl (the Welsh word for fun), which will be delivered under the umbrella of the themed year.

The Hwyl campaign will launch in January 2025 and focus on the feelings of fun and joy that you can experience “Only in Wales”. The build-up to launch is an ideal time for stakeholders to make sure that their Visit Wales website listing is up to date and ready to make the most of Croeso 25 activity. 

As well as TV/streaming, paid digital and media partnerships, a "Wall of Hwyl / Wal Hwyl" will feature on the Visit Wales homepage when the campaign launches in January 2025.  The “wall” will be filled with moments of fun and joy - hwyl - throughout Wales.

If you would like your business or destination to be considered to feature as part of the Wall of Hwyl launch content, please email [email protected]. 

All they need is a contact name, email and your business name, and they'll get in touch to let you know what kind of video or post they're looking for and help you with how to feature.

Be sure to check the industry website regularly as they continue to add useful resources for getting involved with Croeso 25. Themed year campaigns | Get Involved | Industry Visit Wales

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Are you a dog friendly business? Do you go the extra mile to ensure our four-legged friends are welcomed?  If so, this is your opportunity to be part of Visit Wales' early summer marketing campaign where they'll be targeting dogs (and their owners) to choose Wales for their short breaks and holidays.

Did you know that 31% of UK households own a dog, making dog-friendly holidays and breaks a significant market. There has been a surge recently with “needy” dogs — pandemic pooches that don’t want to be left alone or booked into a kennel — meaning dog owners are increasingly taking their pets on holidays with them. Google trends has identified “dog friendly hotels” as a breakout search term (Jan 2024) and engagement with pet friendly content on visitwales.com has increased over 20% year on year and searches for pet friendly products by 155% year on year.

Visit Wales is capitalising on these opportunities by planning a targeted campaign to resonate with dog owners, especially those who are most likely to holiday in the UK with their pets.  Pet content is among the most popular types of content on social media too, so massive opportunity to gain traction for Wales as a pet friendly, welcoming destination.  

The campaign will be driving traffic to www.visitwales.com and Visit Wales will provide more details in the coming weeks. In the meantime, to maximise on these marketing opportunities, please take a few minutes to ensure your product listing page is up-to-date:

• Log into the product listing admin tool, check the details under each heading.
• To tag your “dog friendly” listing, scroll down to "Facilities" and tick the "Pets Accepted" box.
• Click "Save".
• Your listing will then appear in the search results when the end-user ticks the ‘Pets Accepted’ sub-category of the Search filter.
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Did you know Visit Wales have a Pets Welcome Award?  To find out details about our Welcome Awards, please go to: Star quality grading | Business Wales (gov.wales)

Do you provide any special facilities, treats or welcome hampers especially for dogs?  Let Visit Wales know what makes your business special, we’ll be incorporating the best and most innovative examples within the campaign, email us on [email protected].

MWT Cymru | Mid Wales Tourism Members: Please also log in to update your details on Visit Mid Wales, and email [email protected] with examples of your dog friendly facilities.

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To celebrate this anniversary, Ceredigion County Council has created a series of 26 circular walks, each taking in a section of Coast Path but returning to the start point using inland routes.
 
Launching in April until October, a new walk will be published each week on the council’s social media platforms; Facebook, Twitter and Instagram.
 
E-leaflets will be available to download or print from the website, together with other useful information such as a Coast Path mileage chart to help you plan your walks.
 
The e-leaflets contain a simple map, route distance, availability of services, such as toilets, parking and public transport and information about the walk itself, such as the number of gates and the presence of stiles and steps.
 
A recent Welsh Government review of the Coast Path indicated that the creation of circular routes incorporating inland settlements were seen as a strategic priority.
 
The circular routes make it easy to walk sections of the Coast Path without having to make an out and back journey, have two vehicles or be under pressure to meet a bus at the end of your walk.
 
They link settlements set back from the coast, which often have services available for walkers or points of interest that might otherwise be overlooked on a purely north or south journey.
 
Councillor Clive Davies, cabinet member with responsibility for economy and regeneration, said: “The Ceredigion Coast Path is a very special part of the Wales Coast Path. I’ve walked a few areas of the path, a spectacular section being between Cwmtydu and New Quay and, of course, closer to home a section I used a lot as a child between Aberporth and Mwnt.
 
“Iolo Williams noted at the National Eisteddfod in Tregaron that Cwmtydu to Llangrannog is his favourite stretch of the Wales Coast Path. Increasingly, people have found walking the Ceredigion Coast Path beneficial for their mental and physical wellbeing and our rangers and volunteers do an excellent job in maintaining and monitoring the paths condition.”
 
Further information will be provided on the council’s social media platforms, including the details of six guided walks to be held over the summer holidays as part of marking this special year.
 
When venturing out into the countryside, the council says sturdy footwear is essential as is weather appropriate clothing and drinking water. A recent OS map of the area is always a good idea and walkers should follow the Countryside Code.

Tourism, hospitality, attraction and activity businesses across Mid Wales are being encouraged to be creative to capitalise on this year’s theme adopted by Visit Wales,  “Llwybrau. Wales, by Trails”.
 
Val Hawkins, chief executive of MWT Cymru (Mid Wales Tourism), believes the theme, which encourages both visitors and residents to explore epic trails, is perfectly suited to Powys, Ceredigion and  Southern Snowdonia.
 
MWT Cymru - https://www.visitmidwales.co.uk/ - represents around 600 tourism, hospitality, attraction and activity businesses across the rural heartland of Wales.
 
Visit Wales, the tourism arm of the Welsh Government, wants trails to be the springboard into exciting experiences and new opportunities. The theme aims to encourage visitors and residents to find forgotten treasures, embrace journeys of the senses and make memories along pathways around attractions, activities, landscapes and coastlines. 
 
From works of art to mountains, from coast to castles and from Welsh food and drink to stargazing in Dark Skies, there are trails for all businesses to link themselves with  and for visitors and residents to enjoy.
 
“Following the pandemic, people are seeking curated experiences that reconnect them to heritage, culture, nature, community or something else altogether,” explained Val.
 
“They want inspiration, recommendations and interlinked, tailored selections - cherry-picked trips rather than infinite choices. “Whether the trail is a path through dense ancient woodland, a section of the Wales Coast Path, a culture crawl linking arts venues together or a food-fuelled walking route around local producers’ eateries, there’s a way to find a trail to suit all occasions, interests and businesses.
 
“In Mid Wales, there have always been trails - be they trails connecting landmarks together, trails through the great outdoors or trails weaved through language, culture and ancestry. 2023 is a call for us to celebrate Wales’ trails, from the well-trodden to the brand new, and to open up our country for all to enjoy.
 
“This year holds massive potential for Mid Wales and I am encouraging our member businesses to be creative and innovative in putting together a whole range of attractive options for visitors, from traditional walking and heritage trails to taste and stargazing trails.
 
“There are lots of opportunities for businesses to engage with communities, other businesses and visitors for their mutual benefit.”
 
MWT Cymru wants its members to make use of trails all year round to breathe new life into activities and events.
 
They are being encouraged to embrace the seasons, pair up with activity providers with ready-made trails, offer a flexible trail itinerary that can be changed to suit the weather, create historical trails by linking up with museums and events, use existing trails to run guided tours of historic buildings and use Welsh words along trails to increase visitor engagement.
 
Mid Wales has many areas with truly Dark Skies protected from light pollution, where people can enjoy the wonders of stargazing. The Elan Valley is an International Dark Sky Park, the Cambrian Mountains has many accessible Dark Sky Discovery Sites and both the Brecon Beacons and Snowdonia National Parks have been designated International Dark Sky Reserves.
 
Businesses are encouraged to offer stargazing-related trails and events, such as the self-guided Cambrian Mountains Astro Trail.
 
Focusing on unique Welshness, ‘only in Wales’ trails that have a real sense of place are suggested. The trails can be based on the area where a business is located, its history, heritage and use of the Welsh language.
 
Taste trails are another popular way of engaging with visitors, allowing businesses in destinations to work together to showcase Welsh cuisine through food and drink, cooking workshops and food presentations.
 
Many existing walking, running and cycling trails across Mid Wales offer fantastic opportunities to explore the great outdoors. For example, the region includes sections of Offa’s Dyke Path,  Glyndŵr’s Way, the Cambrian Way and the Wales Coast Path.
 
The region is also perfect for water-based trails including kayaking, canoeing, paddleboarding, coasteering, surfing, rafting and wild swimming. Mucky trails could include gorge walking, assault courses, paintballing, bog snorkelling and wild running.
 
For those interested in trails on wheels, Mid Wales has ideal locations for mountain biking, cycling, quad biking and guided off-road motorcycling. High and low trails comprise climbing, abseiling,  caving / potholing and zip lining.
 
In addition to walking trails, there is geocaching, orienteering, foraging, birdwatching and running.
 
Wildlife is another big visitor attraction and Mid Wales has many nature reserves, rivers, lakes, two National Parks and the Cambrian Mountains within its catchment. Tourism businesses are being encouraged to create trails celebrating their nearby flora and fauna, which might include the once Red Kite, osprey, bottlenose dolphins and otter.