

Supporting Tourism
in Carmarthenshire
Background
From planning to highways, to running parks to leisure centres, we are major stakeholders in the visitor offering of the County. We also support growing the awareness of the county as a year-round visitor destination by delivering marketing campaigns that support the actions of Visit Wales, Visit Britain and individual operators. In the last 10 years, our work has generated over £2 million in advertising media value, reaching an estimated audience of 100 million people. Coverage has appeared across a wide range of high-profile outlets including The Times, Guardian and the Sun as well as many national magazines. Our marketing aims to get more people to visit, stay longer, and spend more locally.
With £75,000 funding support from UK Government Shared Prosperity Fund, our tourism development team will be delivering several marketing campaigns from Summer 2025 into early 2026 targeting audiences identified in recent market research. Local businesses are encouraged to be part of the activities including arranging the visits of national newspaper journalists, High-impact digital content including new video and photography assets and social media paid for adverts. The aim is to increase off-peak visits, extend overnight stays and improve secondary spend in the local economy.

Background
From planning to highways, to running parks to leisure centres, we are major stakeholders in the visitor offering of the County. We also support growing the awareness of the county as a year-round visitor destination by delivering marketing campaigns that support the actions of Visit Wales, Visit Britain and individual operators. In the last 10 years, our work has generated over £2 million in advertising media value, reaching an estimated audience of 100 million people. Coverage has appeared across a wide range of high-profile outlets including The Times, Guardian and the Sun as well as many national magazines. Our marketing aims to get more people to visit, stay longer, and spend more locally.
With £75,000 funding support from UK Government Shared Prosperity Fund, our tourism development team will be delivering several marketing campaigns from Summer 2025 into early 2026 targeting audiences identified in recent market research. Local businesses are encouraged to be part of the activities including arranging the visits of national newspaper journalists, High-impact digital content including new video and photography assets and social media paid for adverts. The aim is to increase off-peak visits, extend overnight stays and improve secondary spend in the local economy.
New campaigns to inspire, support, and sustain
Slow Trails of Carmarthenshire
This campaign invites visitors to slow down, switch off, and experience the beauty of Carmarthenshire at a gentle, slower pace. The campaign will focus on promoting eco-conscious travel, encouraging visitors to explore our countryside, coastline, and market towns over a series of suggested three day itineraries.
Each itinerary is more than a route, it's an invitation into the soul of the county and the journey is designed to reveal the warmth of the welcome, the richness of the landscapes and the characters you will meet. We are inviting visitors to move more slowly as well as feeling more connection with nature, tradition and the people who make our county so special.
Girls’ Getaway: Nature, Nurture, Indulgence
A growing sector across the UK and Europe, we will position the County as an attractive place for women seeking time out with friends, rooted in wellness, great food, and scenic escapes. Think spa weekends, scenic strolls, cosy accommodation, and indulgent dining all wrapped in the warmth and welcome of our local communities.
We will be putting together itineraries, so look forward to hearing from local accommodation and attractions that offer something special for this group
The most romantic place in Wales | Weddings
With breath-taking venues, romantic landscapes, and a rich network of local wedding suppliers, there is great potential to increase economic impact of this sector in the traditional off-season, as well as working with our Council Registrar colleagues to develop new opportunities across the wider supply chain.
We will be putting together itineraries, so look forward to hearing from local accommodation and attractions that offer something special for this group

New campaigns to inspire, support, and sustain
Slow Trails of Carmarthenshire
This campaign invites visitors to slow down, switch off, and experience the beauty of Carmarthenshire at a gentle, slower pace. The campaign will focus on promoting eco-conscious travel, encouraging visitors to explore our countryside, coastline, and market towns over a series of suggested three day itineraries.
Each itinerary is more than a route, it's an invitation into the soul of the county and the journey is designed to reveal the warmth of the welcome, the richness of the landscapes and the characters you will meet. We are inviting visitors to move more slowly as well as feeling more connection with nature, tradition and the people who make our county so special.
Girls’ Getaway: Nature, Nurture, Indulgence
A growing sector across the UK and Europe, we will position the County as an attractive place for women seeking time out with friends, rooted in wellness, great food, and scenic escapes. Think spa weekends, scenic strolls, cosy accommodation, and indulgent dining all wrapped in the warmth and welcome of our local communities.
We will be putting together itineraries, so look forward to hearing from local accommodation and attractions that offer something special for this group
The most romantic place in Wales | Weddings
With breath-taking venues, romantic landscapes, and a rich network of local wedding suppliers, there is great potential to increase economic impact of this sector in the traditional off-season, as well as working with our Council Registrar colleagues to develop new opportunities across the wider supply chain.
We will be putting together itineraries, so look forward to hearing from local accommodation and attractions that offer something special for this group
Campaign Delivery
We will promote new experiences and the people behind them giving us a chance to showcase the variety, authenticity and friendly welcome visitors receive as well as any activities which are on trend such as connection, creativity, nature, wellbeing and self-care. This will allow us to communicate the way in which Carmarthenshire really stands out and surprise people with the variety of our offering.
Our Vision
We aim to:
• Strengthen Carmarthenshire’s brand as a destination for wellness, romance, and authentic experiences
• Increase off-peak visitor numbers and overnight stays
• Drive economic benefit to local businesses and communities
• Champion sustainable and responsible tourism practices
To get involved or learn more, please contact tourism development officers Sarah or Elinos via tourism@carmarthenshire.gov.uk
Updates on campaigns, opportunities, and support will be shared regularly through our established Tourism Newsletters. Keep up to date with the latest developments, promotional resources, and ways to get involved. Sign up here or check the latest editions to see what’s happening in your area.

Campaign Delivery
We will promote new experiences and the people behind them giving us a chance to showcase the variety, authenticity and friendly welcome visitors receive as well as any activities which are on trend such as connection, creativity, nature, wellbeing and self-care. This will allow us to communicate the way in which Carmarthenshire really stands out and surprise people with the variety of our offering.
Our Vision
We aim to:
• Strengthen Carmarthenshire’s brand as a destination for wellness, romance, and authentic experiences
• Increase off-peak visitor numbers and overnight stays
• Drive economic benefit to local businesses and communities
• Champion sustainable and responsible tourism practices
To get involved or learn more, please contact tourism development officers Sarah or Elinos via tourism@carmarthenshire.gov.uk
Updates on campaigns, opportunities, and support will be shared regularly through our established Tourism Newsletters. Keep up to date with the latest developments, promotional resources, and ways to get involved. Sign up here or check the latest editions to see what’s happening in your area.