Wales joins metaverse to boost tourism


In an attempt to seduce more people into visiting Wales, tourism agency Visit Wales has added a virtual version of Wales to the Metaverse. People will therefore now be able to visit some of Wales’ famous sights without having to move from the comfort of their own houses. According to the agency, it is the first European country to “take this innovative approach to advertising itself”.

When visiting Wales through the Metaverse, people will be able to get different tastes from the destination. The hotspots include a cable car ride based on a similar one in Llandudno, an immersive theatre showcasing Welsh music and culture, and a replica of a castle complete with an interactive map of Wales. Even though these only give a glimpse into all that is to discover, the tourism board hopes it will push people to book a vacation to Wales.

By showcasing some of the best Wales has to offer visitors in this incredibly innovative way, we’re putting Wales in an online sphere where millions of people meet every day.

Hannah Blythyn, Welsh Tourism Minister

“This is a fantastic opportunity to promote Wales to the world and an innovative way to potentially open millions of sets of eyes to the beauty of Cymru,” said broadcaster Steffan Powell, who hosted the launch event.

Other than simulations of some of Wales’ tourist hotspots, its Metaverse version also includes games and interactive tasks in order to engage people more. The Welsh Metaverse is powered by platform provider Spatial, who tries to make it as accessible as possible, even for those who might not yet be familiar with the Metaverse. The browser-based experience can be used on a smartphone, tablet, laptop, computer, or Meta Quest headset.

iCreate, a Swansea-based Metaverse creator, was responsible for the design of the virtual world. “Our aim is to bring the endless possibilities of Wales to life in an immersive experience of exploration, helping audiences plan their dream itinerary in Wales while they complete mini-quests in the metaverse experience,” said Dawn Lyle, the founder of iCreate.

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