The Welsh government tourism board has launched a browser-based Metaverse experience to showcase the region’s cultural destinations before travelers embark on their journey. This innovative approach marks the first time a UK or European country has utilized shared immersive spaces to promote tourism.
Powered by the Metaverse platform provider Spatial, the Welsh Metaverse is easily accessible to a wide range of demographics, including those unfamiliar with Metaverse platforms. Visitors can simply open the spatial portal on their smartphone, tablet, laptop, computer, or Meta Quest headset to embark on a virtual tour of Wales.
The immersive experience allows users to explore various real-life tourist spots recreated in the Welsh Metaverse, including a cable car ride inspired by Llandudno and an immersive theatre highlighting Welsh music and culture. Additionally, visitors can visit a replica of a historic castle and interact with an interactive map showcasing Wales’ many destinations.
To enhance engagement, the Spatial-powered immersive service offers gamified tasks that help users familiarize themselves with places to stay, attractions, and events in Wales. This interactive approach aims to increase visitors’ understanding of the nation and build excitement for their upcoming trip.
While Wales is leading the way in using the Metaverse for tourism promotion, other regions like Saudi Arabia, Tokyo, and Abu Dhabi are also exploring this innovative marketing approach. As the tourism industry continues to evolve, leveraging the Metaverse could offer regions new opportunities to expand their cultural footprint and connect with visitors in a unique way.