Entered by Visit Wales

Travel bounced back with a vengeance after COVID. Some were desperate to fly to an all-inclusive holiday in the sun. For others, the pandemic created a deeper shift: the realisation that joy isn’t found in consumption, but connection. Shared experiences with special people in unique places.

That insight gave the team clarity and confidence: Not everyone is their audience. They are not, and never will be, about buffets and beach loungers. That’s not what Wales is — and they don’t want it to be. The audience is the curious traveller. People who want to explore differently. Who seek out the unexpected.