Wales has become the first country in the UK to launch the Metaverse platform to attract tourists.
The country’s official international tourism agency, Visit Wales, announced the virtual experience this week. It says Wales is the first city in Europe to use the Metaverse to showcase tourist attractions, from dramatic landscapes to medieval castles.
Cymru is in the metaverse 🎮🏴♀️
Did you know that Wales became the first UK country to enter the Metaverse?
People around the world will be able to virtually taste what they can discover in real life.
Interested in making a virtual visit? Click here 👇 https://t.co/e5xgIBg8Nb pic.twitter.com/ZOTTA1PWLL
— Welsh Government (@WelshGovernment) May 13, 2024
Metaverse users can now virtually visit the country from the comfort of their own homes, seeing famous tourist attractions and learning about Welsh culture.
The experience also includes a quest to collect hidden dragons on a virtual island, as well as creating an itinerary with physical destinations that visitors can use in their real-life visits.
The platform can be accessed from smartphones, laptops, and VR headsets.
“The Wales Metaverse was created to reach new audiences wherever they are in the world and encourage them to visit our wonderful country in person,” commented Tourism Minister Hannah Blythin.
The world is rapidly evolving and digital experiences are becoming more prominent. The minister believes that if Wales is to compete, it needs to explore “incredibly innovative ways” to attract tourists.
“…we are putting Wales in the online realm, where millions of people already meet each other every day,” she added.
Tourism numbers in Wales have fallen significantly in recent years. According to the 2023 report, the number of visitors fell by 33% and the amount of money splurged domestically fell by 24%. Another report found that of the 41 million international tourists who visited the UK, just 1 million headed to Wales.
A Welsh Assembly committee found the biggest challenge was the lack of a “coherent brand” to attract international tourists.
Visit Wales believes the Metaverse platform is an important first step in increasing the country’s profile as a tourist destination.
Journalist Stephen Powell, who worked on the project, said the Metaverse would offer potential visitors “a taste of all the exciting things you can see and do on holiday in Wales”.
Although the hype behind the Metaverse has died down in recent years, the potential remains. Recent applications include medical tourism, training astronauts for future space missions with NASA, and cultural preservation.
Watch: Unraveling the Metaverse at CES Tech Las Vegas 2022
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