Wales Invites Tourists to Experience the Joy of ‘Hwyl’
Wales launches a campaign to attract tourists by promoting the unique feeling of ‘hwyl’ that embodies joy and connection.
Wales, Hwyl, Visit Wales, Tourism, Bangor University, Wrexham
Cardiff: The Welsh tourist board is rolling out a fresh campaign to showcase the joy of visiting Wales. They’re all about that feeling of ‘hwyl’—a unique Welsh vibe that’s hard to translate but means pure joy in the moment.
Just like the Danish ‘hygge’ that’s all about coziness, ‘hwyl’ captures a deeper sense of happiness. It’s about being fully present and enjoying life’s little pleasures.
Visit Wales is keen to highlight this concept to set the country apart from other travel spots. Their new tagline, “Feel the hwyl. Only in Wales,” invites folks to soak in the stunning landscapes, thrilling adventures, and the warm welcome from the locals.
They say ‘hwyl’ is often linked to community, music, and the arts, but it can pop up in all sorts of experiences. Whether you’re wandering along the beautiful coastlines, diving into rich traditions, or just sharing a meal with friends, ‘hwyl’ can make your trip unforgettable.
Awel Vaughan-Evans from Bangor University explains that ‘hwyl’ can bring two kinds of happiness—excitement or peace. It’s all about that rush of dopamine or the calming endorphins that help you relax.
The campaign video showcases various spots, from the coastal beauty of Tenby to the lively atmosphere of a football match in Wrexham. Michael Williamson, CEO of Wrexham AFC, assures visitors they’ll get a warm welcome at the historic STōK Cae Ras stadium.
Rebecca Evans, the economy secretary, emphasizes that 2025 will be all about celebrating what makes Wales special. They want to share their unique ‘hwyl’ with the world, inviting everyone to not just see but truly experience what Wales has to offer.
They’re also proud to use a Welsh word in their global communications, encouraging everyone to join in and share the campaign. So, get ready to feel the ‘hwyl’ for yourself!
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