Woman in virtual reality goggle in neon colors

UK’s first metaverse nation

Wales has become the first nation in the UK, and potentially in Europe, to use a groundbreaking new way of advertising itself to drive the visitor economy.

The Welsh Government, and Visit Wales, have come together to promote the nation through the metaverse, which offers users the opportunity to experience Wales in virtual reality. Through the metaverse, users will be able to access a range of features and experiences that show off the country’s culture and heritage.

These experiences include:

  • A historic castle, with a map of Wales
  • A cable car ride, similar to that on offer in Llandudno
  • A roman amphitheatre with screens showing off Wales’ music and culture
Screenshot from inside Wales' metaverse

A screenshot from inside Wales' metaverse


Hannah Blythyn, Welsh Minister for Tourism, said:

“The Wales Metaverse has been created to reach new audiences – wherever they may be in the world – and inspire them to visit our awesome nation for real. 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 already meet every day.”

Around 600 million people use the metaverse every year, showcasing Wales’ tourism offering to a vast audience. This development has come as the Welsh Government is working to increase the number of ways that it is advertising itself to increase tourism and investment into the country.

Despite being the only UK nation, and potentially the first in Europe, to advertise itself through the metaverse, it isn’t the only way that it is doing so. In the virtual world of Roblox, Visit Wales is also using billboard adverts to promote the experience of visiting Wales.


Image credit: iStock


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