In a Scandi-inspired move, efforts to bolster Wales’ falling tourist numbers rely on a single word: “hwyl”.
The Welsh word at the centre of Visit Wales’ new campaign, pronounced “hoo-eel”, encapsulates how they want tourists to feel when they experience the country: pure joy, or peaceful contentment.
Explaining further, Visit Wales said: “Hwyl broadly describes a deep state of joy that comes from being totally immersed in the moment.
“Hwyl is more than just a word; it’s a concept deeply rooted in Welsh culture. It describes a sense of exuberance and well-being that comes from being completely engaged in an activity or moment. Hwyl is about losing yourself in the joy of the present.
““Hwyl can also be feeling peaceful contentment. The ‘ahhhh!’ when your shoulders drop into pure relaxation in a spa.”
The campaign aims to connect Wales’ natural wonders, such as its deep valleys, rugged coastlines and ancient forests, with the feeling of peaceful contentment and joy.
It paints a wholesome picture of warm Welsh hospitality to help boost tourist numbers which fell 13% between 2019 and 2023 to 892,000 visitors.
A Visit Wales survey of 50,000 people revealed that the cost of travel to Wales put people off visiting, as well the country’s 20mph speed limit on certain roads.
The most successful comparison would be Hygge, a single word that launched Denmark into the spotlight, conjuring up images of cosy contentedness, maybe curled up by the fire.
The campaign was so successful that it inspired books and fragrances, and the Collins and Oxford dictionary even named it word of the year.
While not entirely to thank, tourism benefited too.
After arrivals fell to 22.01 million in 2012, nearly half a million down from 2007, numbers jumped to 26.96 million in 2017 after the hygge hype.
Visit Scotland’s attempt wasn’t quite as successful, using the word “còsagach” to embody the Scottish lifestyle, however Gaelic speakers quickly pointed out the meaning was misinterpreted, and it actually meant a small hole where insects live.
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