Carmarthenshire Council Launches ‘Sisterhood’ Campaign for Girls’ Getaways

Carmarthenshire County Council has introduced the ‘Sisterhood’ campaign, aiming to position the county as a premier destination for girls’ group trips. This initiative supports approximately 80 tourism businesses across the region, from Pendine to Llandovery, and is part of a broader strategy to attract visitors during the off-peak season. The campaign is funded by the UK Government’s Shared Prosperity Fund, marking a significant investment in local tourism.

The ‘Sisterhood’ campaign goes beyond traditional spa retreats by emphasizing a variety of creative and active group experiences. A newly developed guide aids in trip planning, catering to groups of all sizes, from small friend circles to larger multi-generational gatherings. This resource offers practical information and tailored suggestions for memorable outings.

Emerging Trends in Group Travel

Interest in female group travel is on the rise, with data from Visit Wales indicating that the hashtag #GirlTrip garnered over 7 million views on TikTok within a mere 120 days as of February 2025. This trend is further reflected on Pinterest, where “Girls Trip” has experienced a 20 percent year-on-year increase, alongside a 38 percent rise in mentions across social media platforms.

The ‘Sisterhood’ campaign is designed to cater to this growing demand for wellbeing-focused travel experiences. Activities highlighted in the campaign include yoga, sound baths, hiking, cycling, kayaking, and social dining, as well as relaxation options like hot tubs. A notable aspect of the initiative is the ‘Wild Kin’ network, which comprises local guides, artists, craftspeople, and wellness practitioners who provide engaging experiences for visiting groups.

Carmarthenshire is characterized by its beautiful landscapes, offering a mix of coastlines, forests, mountains, and vibrant market towns. The guide also features ‘Sisterhood Sorted’ stays—venues and retreat centers that provide pre-arranged wellbeing programs and assist with group planning.

Unique Experiences Await

The guide includes three suggested itineraries for exploring various regions within the county. Additionally, it lists unique activities such as horse riding on Marros Sands, silversmithing workshops, sourdough baking, mat weaving, and sustainable brush making.

Tourism plays a crucial role in the economy of Carmarthenshire, contributing approximately £732 million annually and supporting thousands of local jobs. Cllr Hazel Evans, the Cabinet Member for Regeneration, Leisure, Culture & Tourism at Carmarthenshire County Council, 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 complete guide, interested parties can visit www.discovercarmarthenshire.com/explore.