King Arthur Heritage Destination Branding Feasibility Study North Wales
Client: Wales Tourist Board
Planning Solutions Consulting was commissioned by the Wales Tourist Board to carry out a feasibility study into a North Wales heritage destination brand built around an Arthurian legend. The brief was to test whether King Arthur, the Arthurian legend, could support a regional tourism identity capable of attracting visitors, increasing dwell time and spend across the six counties of North Wales.
North Wales has a strong, if fragmented, association with the Arthurian legend, from castles and hill forts linked to Arthurian mythology to place names and folklore traditions. The client team wanted to understand whether this shared heritage asset could be harnessed as a single marketable destination brand. The Arthurian legend branding feasibility study needed to answer several core questions. For example, is there genuine market demand for a King Arthur-branded heritage destination? Do other destinations offer a credible ‘blueprint’ for building a brand around a myth or legend? What is North Wales’s current market position?
Our approach combined desktop research, market analysis, and stakeholder engagement. We benchmarked other destinations that have successfully built a tourism brand around a historical myth or legend and identified key lessons on positioning, storytelling, investment, and critical success factors. We carried out a programme of stakeholder consultation to test the appetite, identify concerns, and practical barriers to a shared Arthurian heritage brand. We assessed how a King Arthur heritage brand would align with local, regional, and national tourism and economic development policies. We reviewed North Wales’ current tourism market position, competitiveness, and broader tourism trends to determine where an Arthurian brand could help differentiate the region.
Bringing the research together, we evaluated the opportunity to introduce a new heritage destination brand identity for North Wales, identifying the strengths of the Arthurian legend as a marketing asset while weighing the practical challenges of coordinating branding, investment, and messaging across six separate local authorities.
The importance of heritage and legend-based branding for destinations
Destinations built around myths and legends can offer a powerful point of differentiation in the tourism marketplace. A well-researched feasibility study is essential before committing to this kind of brand, ensuring that the legend has general resonance with target visitor markets. That local stakeholders can align behind a shared narrative and the brand fits with the existing policy, funding, and governance structures. Also, that the destination’s market position supports a differentiated positioning around a heritage brand.
How can we help?
If you’re considering a heritage destination branding project, an Arthurian- or myth-based tourism strategy, or need a feasibility study for your own destination or heritage property we’d be happy to discuss it informally. Please feel free to contact Richard Linington on 07866 742628 or email richard@pslplan.co.uk.