Discover the latest Visit Wales campaign activity

As part of our marketing campaign a Wall of  Hwyl / Wal Hwyl is featured on the Visit Wales homepage. The “wal” is 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 Wal Hwyl content, please email Croeso@gov.wales all we need is a contact name, email and your business name, and then we will get in touch. 

We encourage partners to keep using the assets available and please use the following tags #FeeltheHwyl #Hwyl #VisitWales and #CroesoCymru to help amplify the message across channels.

Using humor and comedy to sell Wales as a holiday destination is exactley what we've done with Pod of Wales. The Pod of Wales podcast launched on the 19th January also known as Blue Monday. The series offers a lively, engaging way for visitors to experience Wales through sound, taking listeners on an “audible journey” led by Welsh comedians Kiri Pritchard McLean and Esyllt Sears.

For the first time a targeted digital campaign produced by Little Wander in association with Visit Wales, the series brings to life some of Cymru’s most colourful places such as Llangollen, Swansea, Flintshire and Hay on Wye through humour, storytelling and cultural insight. Designed to inspire future travel, the episodes showcase Welsh food, landscape, history and character, encouraging audiences to explore Wales with the same curiosity and joy the hosts bring to each adventure.

Our media partnerships continue to play a key role in showcasing Wales to new and returning audiences. Recent collaborations have included features with Cool Stays, The Telegraph, Pinterest and several other leading platforms, helping us spotlight Wales through high impact digital content, inspiring articles, and engaging storytelling. These partnerships are building strong visibility for Wales as a top choice for short breaks and memorable experiences.

Coolstays 
Coolstays published a major feature highlighting six compelling reasons to choose Wales in 2026. The article positions Wales as an inspiring, experience-rich destination perfectly aligned with our Hwyl message and the themes we’re encouraging industry partners to champion that will resonate strongly with UK travellers.

Telegraph 
The latest coverage in The Telegraph positions Wales as a world class destination for adventure, culture, luxury and ‘hwyl’, offering powerful inspiration for high value visitors. Published in January 2026, the feature “Why now is the time to sample Wales’s special kind of luxury” highlights growing interest among its audience in discovering luxury Welsh experiences and products.

UK and International Media
Over the coming quarter, our team will continue actively engaging with UK and international media to drive demand for Wales. Media visits will continue particularly within the UK and the team are also attending key global events including International Media Market Place (IMM) in London and ITB Berlin in Germany. These events provide valuable opportunities to meet hundreds of media representatives, showcase Wales’ diverse story angles, and encourage future press coverage and themed visits.

In late October 2025, we launched our  Autumn/Winter media partnership activity across Germany through a series of high profile collaborations. Working with some of Germany’s most influential news platforms including FAZ.net, SZ.de, ZEIT, Spiegel, Handelsblatt and Welt.de the campaign has reached more than 5.5 million readers through engaging advertorial content showcasing Wales.

To further inspire potential travellers, we partnered with two major online travel portals, Travelbook.de and Merian.de, spotlighting Wales’ rich heritage, breathtaking landscapes and unique hwyl experiences to curious explorers across Germany. In addition, Visit Wales teamed up with Globetrotter, one of Germany’s leading outdoor and adventure retailers, to deliver a range of online activations promoting Wales’ exceptional outdoor offering and adventure products.
 

Cycling Campaign

Visit Wales is currently delivering a targeted campaign in Germany working in partnership with two leading online cycling publications: BIKE Magazine, targeting mountain and off road cyclists, and TOUR Magazine, which focuses on road cycling enthusiasts.

The campaign includes two Wales-focused cycling advertorials and a bespoke TOUR Magazine e newsletter distributed to 23,400 subscribers, supported by a series of teaser adverts directing readers to the content. Running from 23 February to 23 March, the activity aims to highlight the breadth and quality of Wales’ on  and off road cycling experiences.

This is a dedicated cycling awareness campaign designed to raise Wales’ profile among German cycling audiences and to lay the groundwork for our wider cycling marketing activity in the lead up to the Tour de France Grand Départ in 2027.
 

Chill Cymru reflects a growing desire among travellers to reconnect, slow down and prioritise wellbeing, part of our wider hwyl campaign championing the emotional sensory and joyful connections visitors can experience in Wales. Chill Cymru brings Wales’ serenity to life through ASMR inspired relaxing soundscapes and guided meditative journeys created as part of the Hwyl campaign. Launched with a PR campaign in January and supported by a digital campaign from February, the series invites audiences to slow down, breathe, and experience Wales’ most peaceful corners in a whole new way.

Whether you’ve got two minutes or twenty, let the calm of Cymru wash over you. 

Our Travel Trade team are actively engaging with travel agents and tour operators who are planning their 2027 programmes and beyond. We are always looking for new product and experience updates to promote to potential new customers.  Please continue to send your news and information to Productnews@gov.wales.

Watch our online training sessions designed to help you learn about new avenues to reach new customers. This includes helping you confidently make the most of travel distribution channels including the travel trade (tour operators and agents) and online, to increase visibility and bookings. 

Transport For Wales (TfW) launch cost-effective booking channel 

Accommodation, attractions, experiences and tours can now boost bookings and visibility via a new Transport for Wales customer facing direct bookings site powered by Tourism Exchange Great Britain (TXGB). Free to register and only pay 2.5% booking fee when a booking is made.

Looking to reach new customers and boost your bookings? Find out all the details here.