Wales Is The First In UK To Launch On Metaverse For Tourism

On May 13, 2024, Wales became the first UK nation to enter the metaverse. This digital project, ran by Visit Wales, invites virtual visitors to see a reimagined Wales, with its beautiful scenery and historical sites. The virtual experience includes elements like a castle with a secret map and a cable car ride akin to that in Llandudno, aiming to spark interest in visiting Wales in person.

Tourism Minister Hannah Blythyn remarked, “We’ve designed this metaverse to introduce our beautiful nation to people everywhere, encouraging them to explore Wales in reality.”


How Does It Work?


Participants use avatars to tour the digital representation of Wales, experiencing attractions that echo real sites and activities. Key features are a digital version of the Caerleon amphitheater and other cultural hotspots. Available on various digital platforms, this initiative serves as a virtual gateway to the real-world charms of Wales.

Dawn Lyle, founder of iCreate, the company behind the metaverse’s development, explained, “Our goal is to recreate the diverse offerings of Wales in a virtual format that’s both engaging and informative, helping people envision their potential visits.”


Who Benefits From This?


The launch of the Wales Metaverse seeks to enhance tourism and showcase the technological savvy and business acumen within Wales. It leverages digital innovation to present Wales to a global audience, potentially boosting interest in travel and investment in the region.

Dawn Lyle also noted, “This project allows us to demonstrate the creative and technological talents that thrive in Wales, providing a new tool for engaging with international audiences.” This strategy aims to transform how Wales is perceived worldwide, tapping into the growing interest in digital tourism experiences.

The metaverse has brought about amazing interactive opportunities from other businesses as well. On top of the metaverse experiences in tourism, it can be used across industries.



Startups On The Metaverse


These startups, each with unique offerings, are using the metaverse to bring immersive experiences:


1. Challau



Challau allows businesses from sectors like consumer electronics, automotive, and fashion to craft interactive 3D environments for their customers. These digital platforms allow users to virtually engage with products through detailed configurators and virtual stores. In using Challau, companies can enhance customer interaction, improve satisfaction, and increase sales conversions through a more engaging shopping experience.

It can be accessed on different devices, and Challau simplifies the creation of digital spaces without needing specialised skills, making it easier for businesses to connect with their audience in an innovative way.


2. Condense Reality



Condense Reality brings live events into the metaverse by using volumetric video technology. This technology captures performances in three dimensions, offering viewers using VR, AR, or standard digital screens a new and immersive way to experience live content.

The platform supports real-time streaming and features such as dynamic ticketing, customisable virtual venues, and digital merchandise options. This allows event organisers to extend their reach globally and gives audiences a novel way to enjoy live performances from the comfort of their own homes.





RTFKT uses modern game engines, NFT technology, and augmented reality to craft unique digital fashion items and collectibles. They are renowned for their limited-edition digital footwear and apparel, collaborating with major brands and artists.

The platform also fosters a community through interactive metaverse experiences and challenges, blending digital art with fashion innovation. RTFKT is a leader in setting new trends in the digital fashion space, offering exclusive products that combine art and technology.


4. Karta



Karta assists brands in establishing a noticeable presence in the metaverse by developing engaging marketing campaigns and product launches. Their services are geared towards creating memorable experiences in virtual worlds, connecting brands with gaming and virtual reality communities.

The team’s background in gaming, esports, and marketing equips them to develop strategies that resonate within these unique environments. Karta collaborates closely with game publishers and metaverse platforms to optimise each campaign for maximum engagement and growth.


5. Hadean



Hadean excels in the development of AI-driven spatial computing solutions, aiming to improve simulations and virtual experiences across industries. Their technology supports scalable virtual worlds for uses ranging from entertainment to defense.

Trusted by organisations like the British Army and tech leaders such as Microsoft, Hadean offers supercomputing power to perform complex simulations with high accuracy. Their advanced AI capabilities enable realistic and interactive simulations, opening new possibilities for scenario planning and decision-making.