CARMARTHEN County Council has launched a new campaign called ‘Sisterhood’ to promote the county as a destination for girls’ group getaways. This campaign is part of a wider range of marketing actions aimed at attracting visitors during the off-season, supported by funding from the UK Government’s Shared Prosperity Fund. The campaign highlights a range of experiences beyond traditional spa breaks, focusing on creative and active group activities.
Carmarthenshire County Council is supporting 80 tourism businesses within this campaign, from Pendine to Llandovery and everywhere in between!
A new guide supports the campaign by helping groups plan bespoke trips or select from pre-arranged retreats. The guide is designed for groups of all sizes, from small groups of friends to multi-generational gatherings, providing practical information and ideas for planning.
Female group travel has become a key travel trend for 2025. In February, Visit Wales data showed the hashtag #GirlTrip had been viewed more than 7 million times on TikTok in the last 120 days, figures that are now likely even higher. On Pinterest, “Girls Trip” has seen a 20% year-on-year increase, alongside a 38% rise in mentions across social platforms—spawning millions of the popular ‘when the girls trip leaves the group chat’ memes.
The campaign responds to increased interest in wellbeing-focused group travel. Activities featured include yoga, sound baths, hiking, cycling, kayaking, social dining and relaxation options such as hot tubs.
A key element of the campaign is ‘Wild Kin,’ a network of local guides, artists, craftspeople, and wellness practitioners. These experts offer experiences that groups can include in their trips to engage with the local area.
Carmarthenshire offers varied landscapes, including coastline, forests, mountains and market towns. The guide also highlights ‘Sisterhood Sorted’ stays – venues and retreat centres that provide ready-made wellbeing programmes and manage group planning.
The guide includes three suggested itineraries to explore different parts of the county:
- Style, Spirit and Sisterhood – West Carmarthenshire
Activities include coastal foraging, river walks, visiting castles, and local vineyards. Accommodation options are available in Carmarthen, Laugharne, and Llansteffan, including facilities such as herbal steam saunas and infinity pools. - Breathe, Bond and Belong – Central Carmarthenshire
Features countryside stays in self-catering cottages, hotels, and glamping pods. Activities include hiking to Llyn y Fan, dining on Welsh cuisine, and jewellery workshops. - Laughter and Lifelong Connection – Coastal Carmarthenshire
Includes beach activities, kayaking, paddleboarding, woodland saunas, and visits to attractions such as Pembrey Country Park and local coffee roasters.
Other experiences in the guide include horse riding on Marros Sands, silversmithing workshops, sourdough baking, mat weaving and sustainable brush making.
Tourism is a vital part of Carmarthenshire’s economy, with the sector worth approximately £732 million annually and supporting thousands of local jobs.
Carmarthenshire County Council’s Cabinet Member for Regeneration, Leisure, Culture & Tourism, Cllr Hazel Evans, said: “We are pleased to introduce the ‘Sisterhood’ campaign as part of our ongoing efforts to promote Carmarthenshire as a welcoming destination for group travel.
“This initiative highlights the diverse experiences available across the county, encouraging visitors to explore our natural landscapes, local culture, and wellbeing offerings.
“We hope this campaign will inspire groups of women to connect, relax, and enjoy everything Carmarthenshire has to offer.”
For more information and to access the full guide, visit: The ‘Sisterhood’ – Discover Carmarthenshire
