Wales is rolling out a fresh campaign to attract tourists, focusing on the joy of experiencing its beautiful landscapes and rich culture
Cardiff: Wales is trying something new to bring back tourists. They’re using a special word: “hwyl.” It’s pronounced “hoo-eel” and means pure joy.
This word captures the feeling they want visitors to have. It’s all about being happy and fully enjoying the moment. Visit Wales explains that “hwyl” is more than just a word; it’s a part of their culture.
They want people to feel that deep joy when they’re exploring the country. Imagine feeling relaxed, like when you finally unwind at a spa. That’s the vibe they’re going for.
The campaign connects Wales’ stunning landscapes—like its valleys and coastlines—with that sense of joy. They’re painting a picture of warm Welsh hospitality to attract more visitors.
Tourism numbers have dropped by 13% since 2019, with only 892,000 visitors last year. A survey showed that travel costs and speed limits were turning people away.
Wales hopes this campaign will be as successful as Denmark’s “hygge,” which made cozy living popular. That word inspired books and even fragrances!
While not the only reason, “hygge” helped boost tourism in Denmark. After a drop in visitors in 2012, numbers soared by 2017.
Scotland tried a similar approach with “còsagach,” but it didn’t quite hit the mark. Gaelic speakers pointed out it actually means a small hole for insects!
