13 January 2017 - As traditional communities today celebrate Hen Galan, or Welsh New Year, Visit Wales launches its 2017 Year of Legends campaign.

Building on last year's record-breaking visitor numbers, Year of Legends will encourage visitors to discover and celebrate Wales' past, present and future like never before.

Wales has more castles per square metre than anywhere else on earth, offering the ideal playground for anyone looking to explore culture, heritage, myths and legends. With attractions, events and activities at legendary locations across the country, 2017 will see Wales firmly placed on the world stage.

Wales will be promoted as the land of storytelling, celebrating the release of a new Guy Ritchie film about King Arthur, and recognising global talent inspired by Wales, from Roald Dahl to Laura Ashley and Richard Burton, with events, tours and trails.

A rich and inspiring programme of events, exhibitions and collections delivered by major cultural partners will feature legendary works and themes.

New for 2017, Epic Retreats is a completely unique series of pop up accommodation that will celebrate Wales's Year of Legends by allowing people to enjoy the best landscapes and experiences Wales has to offer, while staying in breath-taking locations in one of eight bespoke cabins, designed specifically for the project.

A Merlin Festival in Carmarthenshire in March, The Tournament, in Conwy in June, and Landscape Legends - Pop-Up Experiences by Snowdonia Active make up part of a rich programme of events and attractions along the theme of legends.

Until February, the shortlisted entries for Artes Mundi 7 – a leading global contemporary art competition – will be on display at National Museum Cardiff and Chapter.  The winner will be announced on 26 January.

And in June, another modern legend will play out, as Wales welcomes the UEFA Champions League Final to Cardiff – the single biggest sporting event in the world this year. 

Year of Legends is the second in a series of three themed years and follows on from the international success of the 2016 Year of Adventure, which saw North Wales named as one of the top ten regions on the planet to visit in 2017. 

In a study recently carried out by Visit Wales, 61% of overseas visitors cite Wales' historic sites as a key reason for their visit.  Closer to home, 42% of Brits said they would love to explore myths and legends of a certain area, with 35% keen to explore their heritage and see where their ancestors came from.

Iwan Rheon, star of Game of Thrones and official Year of Legends ambassador, commented: “I'm really excited to be a part of this project, I was so lucky to have Wales' stories, history and culture as part of my upbringing. 

“Our stories and characters are fascinating and become truly spellbinding when you visit the landscapes and places where these tales and stories are rooted – and you're never far from a piece of history in Wales. 

When I'm not in Wales - I never miss an opportunity to talk about it – being an ambassador for the Year of Legends will be an added string to my bow!  I'm looking forward to sharing Wales' epic story.”

Also working as an official Year of Legends ambassador is former Catatonia front-woman and founder of Wales' Good Life Experience Festival Cerys Matthews, who commented: “I'm so excited to share our rich culture and heritage with the rest of the world.  Wales' myths and Legends have been huge inspiration for such creativity – from music, art to literature. 

“By giving a modern-day twist to our stories we can create some legendary experiences and inspire legends for future generations.”

-ENDS-

For more information, interviews, images, and press trip requests, contact Weber Shandwick: visitwales@webershandwick.com / 0161 240 9013.