Ammanford named the UK’s most romantic town

Ammanford has beaten every city, town and village in Britain to take the number one spot in a nationwide analysis of Google searches linked to Valentine’s Day. The study looked at how often people searched for romantic terms in February 2025 and compared it to local population size.

With a population of just 7,380, Ammanford recorded 8,400 Valentine’s‑related searches — meaning, on average, every person in the town searched more than once.

Wales dominated the rankings, taking five of the top ten places, including Wrexham, Bridgend and Carmarthen. Only Chichester, Truro, Walsall, Nottingham and Newry broke into the list from outside Wales.

The findings suggest Wales is officially the UK’s most love‑struck nation, despite England recording the highest total number of searches overall.

The analysis was carried out by Scottish chocolatier Geraldo’s of Largs, who say the results show smaller towns are leading the way when it comes to Valentine’s enthusiasm.

Toni Dawson, owner of Geraldo’s, said many people feel pressure to get Valentine’s Day “right”, but added that romance doesn’t need to be complicated.

“I’m sure we’ve all had a moment of Valentine’s panic in the past. Did I get the right gift, book the right restaurant, will they like these flowers, but the truth is, there’s no need to worry,” she said.

She suggested keeping things simple, adding that a home‑cooked meal can often beat a busy restaurant.

“Valentine’s in a restaurant can sound like a great idea, but fighting to get a reservation on one of the busiest nights of the year adds stress that can kill the romantic vibe,” she said.

She also encouraged people to choose handmade gifts where possible.

“Chocolates or treats which are hand decorated, or in some way bespoke, show that you’ve put a little more thought and effort into some of the simpler options available.”

And her final tip was the simplest of all.

“The most important, and also the most overlooked thing about Valentine’s Day, is your Valentine themselves. No matter what you get them as a gift, make sure you give them your time first and foremost.”

With Ammanford topping the UK list — and Bridgend and Carmarthen also making the top ten — Wales appears to be the true home of romance this year.

Author

Kit Peters

Kit Peters is a journalist and the editor of Swansea Bay News, covering Swansea, Neath Port Talbot and Carmarthenshire since 2020.