Locals’ tales bring Maesteg to life in new Town Trail launch

A new storytelling-led tourism project by Cardiff Metropolitan University is set to shine a fresh light on Maesteg, putting local voices at the heart of how the town is experienced by visitors.

The Maesteg Town Culture & Heritage Trail is a collaboration with Bridgend County Borough Council, and invites people to explore the town through the personal stories of the people who live and work there.

At its core, the project takes a different approach to tourism. Rather than focusing solely on landmarks, it gathers and shares lived history - stories of heritage, place, community, and identity - directly from local residents and businesses.

These stories have been collected through workshops and partnerships across the community, allowing visitors to follow a digital trail through the town while listening to the voices behind its history and culture.

The Maesteg Culture and Heritage Trail features around 20 story points, highlighting the town’s rich cultural heritage alongside its independent businesses, makers and community spaces.

From well-known tales shared by local storyteller Graham Loveluck-Edwards, to newly recorded memories from residents and traders, the trail creates a layered and immersive experience that encourages visitors to connect more meaningfully with the area. Importantly, the project is designed not only to attract visitors but to benefit the community itself, supporting local pride, wellbeing and economic regeneration.

Bridgend County Borough is home to areas facing economic challenges, but it also holds a wealth of under-recognised cultural and natural assets. The Town Trails Project seeks to bridge that gap by giving communities the tools to tell their own stories and shape how their places are presented.

The initiative aligns with wider regeneration plans for the valleys, including Maesteg, by encouraging sustainable tourism rooted in local identity.

It also supports key wellbeing goals - helping people feel heard, valued and connected, while promoting healthier and more vibrant communities

Dr Karen Davies of Cardiff Met’s School of Management, who is leading the project, highlighted the importance of putting people at the centre of tourism development:

“This project is about recognising that local people are the true experts on their own places. By capturing and sharing their stories, we’re not only creating meaningful experiences for visitors, but also celebrating identity, strengthening community pride, and supporting regeneration in a way that is authentic and sustainable.

“While Maesteg is the first location, the project has been developed as a pilot model that could be rolled out across other parts of the county borough and potentially further across Wales.”

Future trails could explore themes such as nature, food, or industry, building a network of experiences that are community-led, bilingual, and freely accessible.