Wales emerging as top destination for Gen Alpha holidays

Wales is emerging as a top destination to deliver these experiences, according to new research into UK Gen Alpha holiday preferences.

The study found that 75 per cent of 13 and 14-year-olds feel their daily lives lack excitement, with 22 per cent craving something new.

Richard Carpenter, owner of TYF Adventure Ltd, said: “This generation doesn’t want holidays where they just sit still – they want adventure, to laugh, to explore, to conquer the challenge of something new, and to take home memories that will last a lifetime.

“You can see it in their faces – they light up when they’re jumping off sea cliffs, navigating caves, or scrambling across the rocks together.”

Mr Carpenter said these experiences offer more than just a thrill.

He said: “They build confidence, connection, and a sense of accomplishment.

“It’s active, it’s wild, it’s fun, and it’s everything this age group is craving right now.

“That’s the magic of Wales. That’s hwyl.”

Nearly half of teens who have visited Wales described it positively, with young travellers from the West Midlands (75 per cent), North West (74 per cent), and Yorkshire and The Humber (52 per cent) saying they liked or enjoyed their trip.