SWANSEA: Could the city be home to a new Eden Project-style resort? The team behind Xanadoo are actively looking for a site
A world-class visitor attraction inspired by Cornwall’s Eden Project is being considered for Swansea – but the developers say no site has yet been identified and they are actively inviting anyone with a suitable location to get in touch.
The project is called Xanadoo – a name that echoes Samuel Taylor Coleridge’s famous 1797 poem Kubla Khan, in which Xanadu is the pleasure dome of Kublai Khan, a place of magnificence and wonder. Xanadu also featured in Olivia Newton-John’s 1980 hit of the same name, giving the word a warm pop culture resonance for many visitors who would be the target audience. The developers have given it their own distinctive spelling.
Behind the plans is Gaynor Coley, one of the founders of Cornwall’s Eden Project, which transformed a former clay mine into a botanical garden and generated an estimated £6 billion in economic impact for Cornwall and the West Country over 30 years. Coley’s firm, Road to Happiness, which she runs with partner Susan Hill who also worked at the Eden Project, is behind the Xanadoo concept.
Coley, who is originally from Cwmbran, said she believed Xanadoo could do for south Wales what the Eden Project did for Cornwall. “We believe Xanadoo can do the same for south Wales as the Eden Project did for Cornwall. It will bring sustainable tourism, support hospitality and creativity, storytelling, digital and health and wellbeing,” she said.
The prospectus for the project estimates a site could attract 600,000 visitors a year and generate £15 million in annual revenue while employing 250 full-time staff, with an overall economic impact of £840 million over 30 years. The resort would have four core elements – a Gallery of Marvellous Solutions showcasing exhibits currently in storage in galleries and museums across the world; a food and craft market; a Tomorrow’s World innovation exhibit using VR and augmented reality; and a giant playground.
The primary focus of the developers appears to be south-east Wales, with Road to Happiness currently in discussions with Torfaen Borough Council, having previously worked with them on redesigning Greenmeadow Community Farm in Cwmbran. Sites in Torfaen and Blaenau Gwent are being actively considered. Swansea is mentioned as an additional possibility – with Coley saying she is “still open minded” and “actively looking for sites” in Swansea alongside Torfaen and Blaenau Gwent.
No specific Swansea site has been named and no discussions with Swansea Council have been confirmed. Online commenters have already begun speculating about potential locations – with the former Felindre Steelworks site emerging as one suggestion. The 16-hectare Parc Felindre site on the northern fringe of Swansea is the former Felindre Tinplate Works, remediated by a joint venture between Swansea Council and the Welsh Government, but it has remained largely undeveloped despite years of attempts to market it as a business and industrial park.
The steelworks employed 2,500 people at its peak in the 1970s before closing in 1989 – giving the site an industrial heritage that could echo Eden’s own clay mine origins. The site is well connected to the M4 at junction 46, though it sits well north of the city centre and the main tourist corridors.
If Swansea were selected, it would join a city that has been steadily building its credentials as a visitor destination. The Skyline development on Kilvey Hill is transforming one of the city’s most prominent landmarks into a major tourist attraction. The Hafod Morfa Copperworks – where Penderyn Distillery has opened a visitor experience – is being brought back to life as a heritage and hospitality destination in the Lower Swansea Valley.
Plans for an aquarium and lido at the Civic Centre site are also advancing, and beyond the city itself, the Gower Peninsula – the UK’s first Area of Outstanding Natural Beauty – remains one of Wales’s most powerful draws for visitors, giving any major attraction in the area access to an already-established tourist catchment.
Torfaen Borough Council has discussed the project formally, though its deputy chief executive described it as a “potential tourism product” at “very, very early stages.” The concept film produced for Xanadoo describes it as seeking an iconic new-build or heritage site in south-east Wales – a region with a “powerful industrial legacy, dramatic landscapes and major nearby catchments.”
Whether Swansea ultimately features in those plans remains to be seen. Coley has encouraged anyone who thinks there is a location that could be right for Xanadoo to get in touch with Road to Happiness directly.
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