The hiatus that COVID-19 caused enabled tourism policy makers worldwide to reconsider the luxury tourism experience. They could examine what they were offering and how they could attract luxury tourists after the pandemic. Tourism New Zealand (NZ) conducted a survey to gain a clear understanding of the luxury tourism drivers that high net worth individuals (HNWIs) have in order to create an appeal to NZ. This survey was mirrored by two academics (one from Wales and one from NZ) for the Welsh tourism sector. A case study approach was taken with a sequential multi-phase design which included an online survey completed by 733 HNWI’s from 9 countries. The findings provided governments and destination management organisations with insights and practical tools to evaluate and develop their offerings in a way that would provide memorable and distinctive luxury tourism experiences in Wales.