Welcome to Wales! Wales is the first nation in the UK to launch a metaverse experience.

The team at Visit Wales has created an immersive experience intended to inspire future tourists. The experience showcases the diverse range of places, attractions, and experiences that Wales has to offer in real life.

Visitors can explore a Welsh-inspired landscape as a virtual version of themselves, gaining a glimpse of the country’s rich culture and heritage through various features. These features include:

• A historic castle with a hidden map of Wales to discover
• A cable car ride, reminiscent of the one in Llandudno, allowing visitors to move across the metaverse
• An amphitheatre similar to the one found in Roman-era Caerleon, showcasing Wales’ vibrant music and culture through screens

With over 600 million global visitors annually on various metaverse platforms, Wales’ metaverse is hosted on Spatial, further enhancing the ways in which Wales promotes itself to potential visitors.

Being the first UK nation in the metaverse and likely the first European nation to take this innovative advertising approach, Wales offers quests for those entering the metaverse. These quests include finding hidden dragons and creating interactive itineraries highlighting real-life accommodations, attractions, and events.

Steffan Powell, BBC News’ gaming and culture correspondent, hosted a virtual launch event to introduce the Wales metaverse. He expressed excitement for the opportunity to showcase Wales’ beauty and attractions through this digital platform.

The initiative has also extended to using billboard ads on Roblox, a popular virtual world, to reach a wider audience and encourage visits to Wales.

Minister for Tourism, Hannah Blythyn, emphasized the goal of reaching new audiences worldwide through the Wales Metaverse. The project was created in partnership with Swansea-based Meta architects, iCreate, showcasing Wales’ digital expertise and tourism industry.

iCreate founder Dawn Lyle highlighted the aim to bring Wales’ endless possibilities to life in an immersive exploration experience, allowing audiences to plan their dream itinerary in Wales.

The Visit Wales Metaverse is accessible to the public through various devices, including smartphones, tablets, laptops, computers, and Meta Quest headsets. To explore Wales in the Metaverse, visit visitwales.com/metaverse.