In the Name of St Non?

It might be an example of what Private Eye refers to as “Desperate Marketing”… Visit Wales has announced new “female-focused itineraries”, including “girl-gang” breaks, saying these are “inspired by St Non”.

St Non, as Pembrokeshire folk know only too well, was the mother of St David, who traditionally gave birth in the most painful circumstances, having been a victim of violent rape.

This back story perhaps doesn’t sit completely comfortably with Visit Wales’s itineraries to “encourage female groups to come feel the hwyl in Wales, emphasising wellbeing, adventure and multi-generational get-togethers and tapping into the growing trend of ‘girl gang’ breaks”.

Unabashed, Visit Wales ploughs on, saying: “Female group travel has become a key travel trend for 2025. The hashtag #GirlTrip has been viewed more than 7m times on TikTok in the last 120 days. On Pinterest, ‘Girls Trip’ has seen a 20 per cent year on year increase and 38 per cent increase in mentions across social platforms – as well as spawning millions of the ‘when the girls trip leaves the group chat’ memes.

“Take a look at the new itineraries of Ideas and inspiration for a girls’ weekend getaway in Wales.”

The disconnect with St Non couldn’t be much greater.