Carmarthenshire Launches ‘Sisterhood’ Campaign for Girls’ Getaways

Carmarthenshire County Council has introduced the ‘Sisterhood’ campaign to position the region as a prime destination for girls’ group getaways. This initiative, which supports 80 local tourism businesses from Pendine to Llandovery, aims to attract visitors during the off-peak season. Funding for this campaign comes from the UK Government’s Shared Prosperity Fund, reflecting a commitment to bolster local tourism.

The ‘Sisterhood’ campaign seeks to highlight a variety of experiences that go beyond traditional spa retreats. It emphasizes creative and active group activities, catering to a growing trend in female travel. A newly developed guide assists groups in planning bespoke trips or choosing from pre-arranged retreats. This guide is versatile, designed to accommodate groups of various sizes, from small gatherings of friends to larger multi-generational reunions, and offers practical information for effective planning.

Growing Interest in Group Travel

Recent data from Visit Wales underscores the rising popularity of female group travel. In February, the hashtag #GirlTrip reached over 7 million views on TikTok within just 120 days, a figure that is likely to have increased. Additionally, Pinterest reported a 20 percent year-on-year increase in searches for “Girls Trip,” alongside a 38 percent rise in social media mentions, further demonstrating the excitement around this travel trend.

The campaign is a response to the heightened interest in wellbeing-focused travel experiences. Activities promoted through the campaign include yoga, sound baths, hiking, cycling, kayaking, social dining, and relaxation options such as hot tubs. A significant component of the initiative is ‘Wild Kin,’ a network of local guides, artists, craftspeople, and wellness practitioners who offer unique experiences that allow groups to engage with the local culture and environment.

Carmarthenshire boasts diverse landscapes including coastlines, forests, mountains, and charming market towns, making it an attractive option for group travel.

Customizable Itineraries and Unique Experiences

The guide also features ‘Sisterhood Sorted’ stays, which are accommodations and retreat centres offering ready-made wellbeing programmes and assistance with group planning. It presents three suggested itineraries that allow visitors to explore different regions of the county, catering to various interests and preferences.

Other notable experiences included in the guide range from horse riding on Marros Sands to silversmithing workshops, sourdough baking classes, mat weaving, and sustainable brush making. These options not only enhance the travel experience but also contribute to the local economy.

Tourism is a crucial sector for Carmarthenshire, generating approximately £732 million annually and supporting thousands of local jobs. Cllr Hazel Evans, the Cabinet Member for Regeneration, Leisure, Culture & Tourism, stated, “This initiative highlights the diverse experiences available across the county. We hope this campaign will inspire groups of women to connect, relax, and enjoy everything Carmarthenshire has to offer.”

For further details and to access the full guide, visit www.discovercarmarthenshire.com/explore.