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Published
30 May 2019

From festival-inspired flower crown making to open-mic nights, Cadw has launched a brand-new events programme aimed at attracting a growing number of millennial visitors to Wales’s spectacular collection of historic sites.

After recent studies found that more millennials (adults aged between 22–38) are visiting Wales’s medieval castles, abbeys and historic houses than ever before, Cadw designed the unique Medieval meets Modern events series to offer an abundance of new and exciting ways to further discover Welsh heritage.

Featuring events such as Painting and Prosecco workshops with Instagram-famed business, Brush and Bubbles, and outdoor mindfulness sessions in the most tranquil of sites, the series has been carefully crafted to help visitors experience and share Wales’s history in a modern way.

The unique events will take place at Cadw sites across Wales this summer, with tickets for an array of never-before-seen workshops and activities now available for purchase on the Cadw website here.

It’s all part of Cadw’s Rediscover History campaign — which will shine a modern light on Welsh heritage and provide new ways for young people to experience Wales’s historic sites during Wales’s 2019 Year of Discovery.

The campaign was designed on the back of the 2017-2018 Arts, Museums, Heritage and Libraries National Survey for Wales, which found that 71% of 25-34 year-olds surveyed had visited a Welsh heritage site from April 2017 – March 2018.

The results also show how Generation Z and millennials are more likely to attend arts and cultural activities in Wales, with 83% of 16-24 year-olds visiting at least three times a year.

Meanwhile, visitor research conducted by Cadw during summer 2018 identified 16–24 year-olds as the fastest growing demographic, accounting for 10% of visitors surveyed (vs. 7% in 2015). Plus, Cadw’s 2018 shoulder season research showed similar trends, with nearly half of visitors surveyed between the ages of 24 and 44.  Research also found that exhibitions and events at Cadw sites were an increasingly important motivator in a visitor’s decision to visit a Cadw site.

Millennial behavioural expert, Jenny Williams, of Jenny Williams Coaching, said: “Known as “Generation Experience”, millennials are a demographic that actively seek out new things to see and do — so it is no surprise that more millennials than ever are visiting Welsh heritage sites. They have grown up in an experience rich world, learning interactively at school, immersing their curiosity online and exploring their surroundings — near and far.

“Millennials are always looking for new ways to do this, so I have no doubt that the new activities on offer at Cadw’s heritage sites will prove appealing this summer — as a combination of interactive experiences which can be shared with friends and family, both onsite and online.”

Minister for Culture, Tourism and Sport, Lord Elis-Thomas said: “This national piece of research, combined with our visitor surveys, demonstrates a growing audience of millennial visitors to Wales’s historic sites.

“We’ve responded to this trend by developing a programme of events and activities designed to capture the imaginations of new and returning visitors alike, encouraging them to explore Wales’s fascinating heritage in fresh, new ways.

“Inspiring young people to immerse themselves in Wales’s history is absolutely vital to safeguarding our historic sites for the future, so I hope that they’ll be inspired to visit a Cadw site this summer.”  

To keep up to date with Cadw’s 2019 Rediscover History campaign and for more information on the Medieval meets Modern events programme; follow @CadwWales or @CadwCymru on Twitter and find Cadw on Facebook.

Tickets for events within the Medieval meets Modern programme are now available to purchase on the Cadw website here.

Cadw members will receive a 10% discount on selected ticket purchases.