Cardiff’s success as a destination city is about more than retail, hospitality and major events. Increasingly, visitors are seeking out vibrant, welcoming, sustainable and culturally distinctive locations. From large-scale public art and seasonal events to greener travel initiatives and destination campaigns, experiences play a significant role in shaping how people engage with a city centre, and whether they choose to return.
Since its inception in 2016, FOR Cardiff has invested in projects designed to improve visitor experience while supporting member businesses and strengthening Cardiff’s long-term resilience. During our second BID term, FOR Cardiff has delivered a wide range of sustainability initiatives, cultural activations and city centre campaigns that encourage people to spend more time in Cardiff, explore new areas and support local businesses.
As FOR Cardiff enters the ballot period for its third BID term (2026-2031), sustainability, placemaking and destination marketing remain central to its long-term vision for Cardiff.
Leading on Sustainability
FOR Cardiff was the first Business Improvement District (BID) in the UK to launch a dedicated Environmental, Social and Governance (ESG) Strategy. Aligned with the principles of the Wellbeing of Future Generations Act, the strategy focuses on practical, credible sustainability initiatives that support businesses while helping build a more resilient city centre.
FOR Cardiff recognises that long-term economic growth and commercial resilience are intrinsically linked to environmental responsibility, workforce wellbeing and strong governance. Rather than treating sustainability as a standalone initiative, FOR Cardiff’s approach considers environmental impact, social value and long-term resilience across all areas of activity.
Current and future initiatives include:
- Supporting businesses to reduce waste and lower environmental impact.
- Exploring city-wide sustainability interventions, including solar energy production.
- Embedding ESG principles into operations and partnerships.
- Supporting greener travel into the city centre.
- Recording the wider social value of projects, volunteering and community initiatives.
This work aims to position Cardiff as a leading example of how city centres can grow sustainably while continuing to support businesses and visitors.
Greening the City Centre
FOR Cardiff’s environmental initiatives are also helping improve the appearance and atmosphere of Cardiff city centre. More than 2,000 hanging baskets have been installed across the city, helping create a greener, more welcoming environment for visitors, workers and residents. We have also supported greener travel through its ‘Park and Ride’ initiatives, with more than 4,750 cars using the scheme since its launch in 2023.
These projects contribute to a city centre that feels cleaner, more attractive and easier to navigate, encouraging people to spend more time in Cardiff and explore more of what the city has to offer.
Bringing Art and Culture into Everyday Spaces
FOR Cardiff believes public art and accessible cultural experiences play a vital role in the vibrancy and identity of a city.
Throughout its second BID term, we delivered a series of installations and creative projects designed to bring culture directly into public spaces, encouraging people to engage with Cardiff in new and memorable ways.
Case Study: Under Neon Loneliness
In 2024, FOR Cardiff installed Under Neon Loneliness by artist Mark James in Central Square as part of Cardiff City Music Festival. The immersive installation attracted more than 110,000 visitors and transformed one of the city’s busiest public spaces into a large-scale cultural destination. The project demonstrated how temporary installations can drive footfall, create social media engagement and encourage people to spend longer in the city centre.
Case Study: Pride Month Audio-Visual Gallery
To mark Pride Month in 2023, FOR Cardiff created an audio-visual gallery across the city celebrating members of Cardiff’s LGBTQIA+ community. Alongside photography installations, visitors could scan QR codes to hear personal stories exploring identity, pride and lived experiences. The project brought visibility, inclusivity and storytelling into public spaces while encouraging people to engage more deeply with the city centre environment.
Case Study: Reimagining the Arcades Through Art
FOR Cardiff also commissioned seven large, suspended sculptures displayed throughout Cardiff’s historic arcades. Created by alumni of the Royal Welsh College of Music and Drama, the installations told the story of Cardiff while drawing attention to the city’s iconic Victorian and Edwardian arcades. The project helped blend heritage, creativity and placemaking while encouraging visitors to explore different parts of the city centre.
Case Study: Churchill Way Summer Installation
In summer 2025, FOR Cardiff introduced a colourful family-friendly installation on Churchill Way designed to encourage a more playful and social use of the area. By adding additional seating, colour and interactive elements, the project helped transform the space into a more welcoming destination for families, visitors and city centre workers.
Creating Reasons to Visit Cardiff
FOR Cardiff’s campaigns and events are designed to increase footfall, support businesses and give people compelling reasons to visit the city centre throughout the year. From seasonal installations to destination marketing campaigns, these projects help position Cardiff as one of the UK’s most vibrant city centres.
Christmas in Cardiff
FOR Cardiff’s Christmas campaigns have become a major part of the city’s festive experience. Each year, we deliver bespoke and visually distinctive installations designed to set Cardiff apart from other UK cities and encourage festive visits into the city centre.
In 2025, we worked with partners to deliver A Very Cardiff Christmas, promoting the city’s festive offering alongside landmark light projections on Cardiff Central Station and Cardiff Market. The campaign reached more than 3.3 million people and contributed to a 4 million increase in city centre footfall. These large-scale campaigns play a significant role in supporting hospitality, retail and leisure businesses during one of the busiest trading periods of the year.
Easter Trails Driving Family Footfall
FOR Cardiff’s annual Easter trails have also become an important family-focused attraction within the city centre. These free interactive experiences encourage families to explore Cardiff while supporting businesses during the Easter holiday period. Each year, the trails attract more than 6,000 additional visitors.
In 2025, FOR Cardiff’s Dino Discovery Trail delivered particularly strong results:
- 83.3% of surveyed businesses in St David’s Dewi Sant reported a positive impact on footfall.
- 58.3% reported an increase in sales.
The campaign demonstrated the impact experiential city centre events can have on visitor behaviour and business performance.
Celebrating Cardiff’s Unique Identity Through City of Arcades
Established in 2018, City of Arcades was created to promote Cardiff’s distinctive Victorian and Edwardian arcades alongside the wider retail and leisure offering across the city centre. Through annual campaigns, events and activations, the initiative encourages visitors to explore independent businesses and discover parts of the city they may not otherwise visit.
In 2023, City of Arcades received an international marketing award, helping raise Cardiff’s profile on the global stage.
In 2025, FOR Cardiff celebrated the 70th anniversary of Cardiff becoming Wales’s capital city through a 70-day City of Arcades campaign.
The campaign achieved:
- 3,500 participants.
- 91% discovered a new arcade business.
- 93% said they would visit the arcades again as a result.
Previous campaigns have also delivered significant increases in city centre footfall. In 2023, FOR Cardiff’s City of Arcades Day generated an additional 100,000 visitors to the city centre.
FOR the Future
As Cardiff continues to grow, the role of placemaking, sustainability and cultural programming will become increasingly important. FOR Cardiff’s projects demonstrate how investment in greener initiatives, creative experiences and destination campaigns can strengthen city centre resilience while supporting businesses and improving visitor experience.
With plans to expand activity into Cardiff Bay during its third BID term, FOR Cardiff’s vision is focused on creating a more connected, sustainable and vibrant destination for the future. By continuing to invest in culture, sustainability and experiences that encourage people to spend time in the city, FOR Cardiff is helping ensure Cardiff remains one of the UK’s most dynamic and welcoming city centres.