A major new £13 million partnership is set to bring the legend of King Arthur back to its ancient roots, positioning Mid Wales as a premier destination for cultural and adventure tourism. Mid Wales Tourism has joined forces with creative company Secret Planet to produce “Excalibur,” a feature film that will be shot entirely on location, accompanied by an ambitious tourism program designed to create a lasting legacy for the region.
Background: Reclaiming a Welsh Legend
For centuries, the tales of King Arthur, Camelot, and the sword in the stone have captured the world’s imagination. However, many popular adaptations have disconnected the legend from its deep-seated Welsh origins. This new production of “Excalibur” aims to reverse that trend by drawing directly from authentic Welsh mythological sources, such as the Mabinogion—a collection of medieval Welsh prose stories that contains the earliest forms of the Arthurian tales.
This project taps into the powerful trend of “set-jetting,” where tourists flock to the filming locations of popular movies and TV series. Destinations like New Zealand (The Lord of the Rings) and Northern Ireland (Game of Thrones) have seen monumental boosts in tourism revenue, transforming their global image. By leveraging its unique, dramatic landscapes and its authentic connection to the legend, Wales is poised to become the next major set-jetting hotspot.
A £13 Million Investment in Myth and Landscape
The core of the partnership is the £13 million feature film, a significant investment intended to create a visually stunning and narrative-rich cinematic experience. The production is committed to using the breathtaking mountains, ancient forests, and sweeping coastlines of Wales as its backdrop, ensuring the land itself becomes a central character in the story.
The ‘Mythical Wales’ Tourism Initiative
More than just a film, this project includes the development of “Mythical Wales,” a comprehensive tourism program. This initiative is designed to create a symbiotic relationship between the movie and the local tourism industry. Key goals include:
- Developing Themed Experiences: Creating tours, trails, and visitor attractions that allow tourists to step into the world of “Excalibur.” Travelers will be able to visit the actual filming locations and learn about the real Welsh myths that inspired the film.
- Community and Business Involvement: The program will actively involve local communities, hotels, restaurants, and tour operators, ensuring the economic benefits are distributed throughout the region. This creates a sustainable model where the film’s success directly fuels local growth.
- Strengthening Cultural Identity: By promoting the Welsh language, history, and mythology featured in the film, the initiative aims to offer a deeper, more authentic cultural experience for visitors.
Future Impact: What This Means for Wales and Travelers
The “Excalibur” project is predicted to have a profound and lasting impact on Wales. The initial £13 million investment is just the beginning. The long-term economic benefits from increased tourism, job creation in both the creative and hospitality sectors, and global media exposure are expected to be substantial.
For international travelers, this signals the emergence of a new, compelling reason to visit Wales. The “Mythical Wales” program will offer more than just beautiful scenery; it will provide a narrative-driven journey into the heart of one of the world’s most enduring legends. Visitors can expect immersive experiences that connect them to the myths, the landscape, and the culture of Wales in a way that has never been possible before.
This ambitious fusion of film and tourism is set to redefine Mid Wales on the world stage, transforming it from a hidden gem into the definitive home of Arthurian legend.
