Adam and Lou Bourns left their home on a terraced street in Brixton, London, more than a decade ago to relocate to rural Carmarthenshire in west Wales, a move they said surprised friends and family at the time.
After frequently travelling west in their campervan, the couple decided to pursue a long-held plan to establish a nature-based accommodation business, combining lifestyle changes with a commercial venture.
“We just kept on getting drawn over the bridge [to Wales],” said Lou. “Every opportunity we could dash out of London in our campervan and come west, we would. It’s a very special place.”
Adam, who grew up in rural Norfolk and worked as a sound engineer, and Lou, born in the Netherlands and previously employed in arts education in London, said the idea of running a business in a natural setting had been part of their plans for several years.
“The business was always part of the dream,” Lou told the BBC. “It was kind of our way of changing our pace of life, having something a bit more gentle for the kids, living closer to nature.” She added: “We just kind of had this strong feeling that it felt like a time for change.”
After several years searching for a suitable site, the couple purchased an 80-acre property in Carmarthenshire. Over the past 14 years, they have gradually developed the land into a small-scale, off-grid glamping retreat comprising two cabins, a shepherd’s hut, and a converted barn. “The whole thing’s been really slow and organic, but it works well that way,” Adam said.
The accommodation units operate off-grid, with rainwater harvesting tanks, solar panels for electricity, and gas for cooking. The couple manages cleaning, maintenance, and day-to-day operations themselves.
Exmoor ponies graze the land to support habitat management and encourage wildflower growth. Since 2017, several beehives have been installed on site and are managed by a local beekeeper, with honey sold through an honesty shop.
The land has also recorded conservation milestones. In 2020, Marsh Fritillary butterfly larvae webs and Brown Hairstreak butterfly eggs were identified on the property. Both species are considered in decline due to habitat loss, and their continued presence has been noted as an indicator of habitat quality.
The retreat has received industry recognition, including being named Silver Sustainable Tourism Business of the Year by the Carmarthenshire Tourism Association in 2018. In 2025, it received an award for best stargazing accommodation in Carmarthenshire.
For outdoor hospitality operators, the Bourns’ approach reflects a phased development model, reinvesting over time rather than launching at scale.
Their emphasis on off-grid infrastructure, biodiversity management, and niche positioning, such as stargazing tourism, demonstrates how smaller operators can differentiate in a competitive market while aligning with sustainability trends increasingly valued by guests and tourism bodies.
Reflecting on their former life in London, Lou said: “I can’t believe we actually lived in such a busy, fast-paced place because I don’t know that I would be happy there now.” Adam added: “You get a bit more headspace if you’re on your bike rather than being jammed in the Tube with someone’s armpit in your face.”