The Welsh Government

Using reactive content to drive a safe tourism recovery in Wales

Change …

The COVID pandemic pulled the plug on Visit Wales’s international paid activity. So we pivoted towards a local organic approach to drive a responsible recovery. Combining in-market travel search listening with Government strategy, we created visible content that encouraged safe, sustainable trips.

Made Simple

In phase one of our organic content plan, we conducted a content gap analysis steered by search and social insights, to focus recommendations around ‘COVID-safe’ outdoor activities, staycations, and family getaways.

For phase two, guided by government advice, we dug deeper into demand around specific Welsh destinations to deliver to local need. From this insight, we identified existing Visit Wales content to refresh and opportunities to create new guides.

Creating responsible content tailored to need

Working from our detailed recommendations, we consulted Visit Wales’ destination experts on locations, local guidelines, and alternatives to popular spots to reduce the impact of over-tourism. And where independent first-person advice was called for, commissioned a respected Welsh travel journalist to provide staycation inspiration.

The first batch of six guides went live well ahead of the spring/summer travel peak, allowing them to settle into the SERPs before the surge in searches. As well as strong organic movements for Welsh destination terms with high search volumes, the Visit Wales site now ranks on page 1 for a number of research terms likely to see a hike in demand in Spring/Summer 2021, such as ‘staycation Wales’.

Results ranks on the first SERP for 15 new keywords, with a total search volume of 55,990 ranks in position 1 for ‘Best beaches in West Wales’ has 3 new pages on the first SERP for key Wales beach and staycation terms


Measuring the value of content marketing



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