Fantasy Wales recognisable but oddly different as it joins online metaverse to lure tourists

In a Teletubbie-green land of rolling hills and iceberg clouds, gorsedd circles jostle for space with mysterious caves, giant red dragons and perfectly preserved castles. This is Wales in the metaverse, where avatars teleport up castle walls or leap onto aerial platforms that rise to lighthouses perched on islands in the sky.

Being a coastal nation, the sounds of lapping waves accompany avatars everywhere they go. Seagulls too, along with Eryri steam trains that hoot welcomes to visitors as they navigate a country that blends new with old. A place where everything works, nothing ever closes and there are absolutely no 20mph speed limits.

Wales has today (Monday, May 13) become the first UK nation to launch in the metaverse, an online cyberworld billed as the next generation of internet experiences. Its most prominent backer is Mark Zuckerberg, who rebranded Facebook as Meta to focus the company’s future on the metaverse.

READ MORE: 'Sunset tax' fuels anger in North Wales towns now that beach evenings come with price tag

READ MORE: Fears Anglesey will 'look like Black Sea' if mega solar farm plans go ahead

It’s a visual network of various digital worlds that are best navigated using virtual reality (VR) and augmented reality (AR) headsets. Visit Wales has invested in a presence in order to showcase the country’s experiences, places and attractions to the world’s holidaymakers.

Tourism minister Hannah Blythyn 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.”

The metaverse enables users and their avatars to explore, socialise, game and work. Retail is another key feature. In the Wales Metaverse, the country’s culture and heritage also feature prominently in a “Welsh-inspired landscape” dominated by Cardiff/Criccieth/Harlech Castle on a grassy hill. This contains a “hidden map of Wales”.

Another attraction is a cable car ride which Visit Wales says is “similar to that in Llandudno”. This enables visitors to travel from one side of the metaverse to the other. There’s also an amphitheatre harking back to Roman-era Caerleon, with screens showcasing Welsh music and culture. The country’s food and drink is also highlighted. The North Wales Live Whatsapp community for top stories and breaking news is live now - here’s how to sign up

As well as being the first UK nation in the metaverse, it is thought that Wales is also the first European country to advertise itself to visitors this way. With annual visitors to the metaverse now numbering 600m, it’s a space ripe for promotion: Coca-Cola has already launched a “flavour born in the metaverse”.

The Wales Metaverse is being hosted on Spatial, one of several platforms giving access to the imaginary world. Visit Wales is also displaying adverts on hi-vis billboards in Roblox’s virtual world, one of the biggest metaverse communities.

Steffan Powell, BBC News’ first-ever gaming and culture correspondent, hosted a virtual launch event last week. He sees the metaverse as a great way to give potential visitors a flavour of what they can do in Wales.

“Nothing prepares you for that feeling when you’re stood at the top of Pen y Fan for the first time,” he said. “Or wandering the sand dunes of Three Cliffs Bay as the tide gently washes away. 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.”

Anyone entering the virtual Wales can embark on quests such as collecting dragons hidden across an island. For potential visitors, an interactive itinerary showcases real-life places to stay, attractions and events.

Bilingual information points offer tips and guides, while avatars can view large screens showing real-life videos of Welsh regions and their attractions. Giant daffodils line footpaths and trees ripple eerily in a virtual onshore breeze.

Hannah Blythyn sees other benefits too. She said: “Wales’ launch into the metaverse has also created a great opportunity to show off the vast range of skills and businesses proudly working in Wales, such as iCreate. It’s a wonderful showcase of digital expertise working seamlessly to promote our vibrant tourism industry.”

Among the businesses she had in mind was Swansea-based Meta architects iCreate, partners in the creation of the Wales Metaverse. Its founder, Dawn Lyle, said opening up new virtual worlds expands the potential to reach new audiences in all sectors. Sign up for the North Wales Live newsletter sent twice daily to your inbox

She said: “Wales punches above its weight when it comes to innovation and technology. 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."

The Visit Wales Metaverse is open to everyone and is accessible via smartphone, tablet, laptop, computer and Meta Quest headsets. You can start exploring Wales in the metaverse here.

Find family activities near you