I'm A Celebrity... Get Me Out Of Here! could make its move to Wales more of a permanent affair if this year's series proves successful with viewers, according to The Sun.
For the past 18 years the show has taken place in the Australian jungle but has been forced into moving to Gwrych Castle on the Welsh coast this year due to coronavirus.
Although ITV is hopeful that the situation with coronavirus will have improved drastically by this time next year, the broadcaster is giving serious thought to alternating the show between Australia and Wales from year to year.
Such a move would not only keep the show feeling fresh but would also reduce costs and tempt a different pool of celebrities into taking part.
"It's been really challenging for everyone involved just to get the show on air this year, but it's given producers a chance to reflect and take stock more than usual," a source told the newspaper.
"They've loved trying new things with a different location and the idea of having alternate years has been discussed.
"It means that next year Ant and Dec would be back in the traditional jungle, before returning to Wales again the following year.
"It depends a lot on how viewers like this coming series, but everyone is confident it'll be more loved than ever given its new twists."
The new series starts this Sunday at 9pm on ITV.