Bakery tourism: 'There's no limit on how far we'll travel for pastries'

Jessica Morgan-Helliwell admits she would rather meet her mates for a pastry than a pint.

The 26-year-old is part of a growing number of people flocking to craft or artisan bakeries in pursuit of a flaky croissant.

"I do find myself these days more inclined to go for a coffee and a nice walk than going out and feeling a bit hungover the next day. I could be a pastry pilgrim," she said.

Jessica and her mum, Louise, from Swansea, think nothing of travelling across the UK and beyond in pursuit of delicious bakes, photos and videos of which they then share online with their followers.