Welsh Tourism Strategy Pivots to Wellness with Launch of Immersive Digital Series
Visit Wales has officially unveiled "Chill Cymru" on St Dwynwen's Day, the campaign features a collection of multi-sensory digital experiences designed to promote mental wellbeing. Hosted by BBC presenter Sian Eleri, the project highlights six locations including the historically industrial Cwmcarn Forest, this initiative marks a significant shift toward "slow travel" marketing.
Global Shift Toward Mindful Tourism Drives New Strategy
The global tourism industry has increasingly embraced wellness over traditional sightseeing, Visit Wales is capitalizing on this trend through its broader "Hwyl" campaign. This strategy prioritizes emotional connections to the landscape, it moves beyond visual spectacles to focus on how a destination feels. Cwmcarn Forest exemplifies this transformation, the site was once a hub for coal collieries and heavy industry, it has since evolved into a sanctuary for nature.
Previous ecological challenges have also shaped this narrative, the forest suffered a major setback between 2014 and 2021 due to larch disease. Massive felling operations forced the closure of the scenic Forest Drive for years, the area has now recovered to become a symbol of regeneration. This history of industrial use followed by ecological recovery makes the location a powerful candidate for a series focused on healing and mindfulness.
Six Locations Selected for Unique Restorative Audio Journeys
The Chill Cymru series comprises six guided meditative podcasts and accompanying "Slow TV" films, these are available globally on platforms like Spotify and Apple Podcasts. Sian Eleri guides listeners through immersive soundscapes, the audio utilizes organic sounds similar to ASMR techniques. Cwmcarn Forest features prominently as a woodland reborn, the audio captures whispering pines and birdsong.
Production teams selected specific locations for their unique sensory profiles, the list includes the coastal rhythm of Three Cliffs Bay and the urban reflection of Cardiff Bay. Listeners can also experience the mountain stillness of Pen y Pass, these distinct environments offer varied restorative experiences. The production emphasizes natural stillness, it invites a global audience to experience the country remotely.
Local Economies and Mental Health Initiatives to Benefit
This initiative aligns with government goals for public health, it provides free mental health resources under the Well-being of Future Generations Act. The campaign also supports economic transitions for sites like Cwmcarn Forest, managers are currently seeking a new commercial operator for the destination. Positioning the forest as a premium wellness retreat elevates its status, this branding attracts high-value visitors rather than mass tourism.
Officials hope this digital approach cements Wales as a leader in quiet tourism, the success of the series could lead to a permanent slow TV channel.
