Wales is betting on the Welsh word ‘hwyl’ to boost its struggling tourism sector and attract more visitors in the coming years
Cardiff: So, Wales is trying something new to get tourists back. They’re focusing on this cool Welsh word, “hwyl.” It’s all about fun and joy, and they think it’ll help bring people to the country.
Visit Wales just kicked off a campaign for 2025, and they’re putting “hwyl” front and center. They say it’s that feeling you get when you’re having a blast with friends or just chilling out. It’s like the warm fuzzies you feel when everything’s going great.
They want to show off Wales’ stunning landscapes, like its valleys and coastlines. But “hwyl” isn’t just about excitement; it can also mean feeling totally relaxed, like when you’re at a spa and just let go of all your stress.
Rhys Thomas, a writer from Wales, shared that his dad used to describe the vibe at rugby games with this word. It’s kind of like the Irish “craic,” but with a deeper, poetic twist that’s so Welsh.
While places like the Pembrokeshire Coastal Path attract visitors, the tourism scene in Wales has been struggling. Back in 2012, Denmark had a similar idea with “hygge,” and it really took off. They saw a big jump in visitors after promoting that cozy vibe.
But not every attempt at marketing a unique word has worked out. Scotland tried to use “còsagach,” but it backfired when people pointed out it meant something totally different. Oops!
Other countries have jumped on the bandwagon too. Norway went for “friluftsliv,” celebrating outdoor living, while Finland promoted “kalsarikännit,” which is all about enjoying a drink at home in your PJs.
Wales isn’t just pulling this out of thin air. The Welsh language is making a comeback, with more speakers than ever. They’ve even started using Welsh names for places in official communications.
But not everyone is on board with the changes. Some folks, like Rishi Sunak, are sticking to the old names, and there’s concern that “hwyl” might not resonate with tourists who don’t know what it means.
Tourism in Wales is facing some tough times. Visitor numbers dropped significantly in 2023, and spending is down too. A recent survey showed that travel costs and new speed limits are making people think twice about visiting.
There’s also talk of a tourist tax that could make things even trickier for local businesses. They worry it might scare off budget travelers looking for a good deal.
So, a lot is riding on this little word “hwyl.” So far, it hasn’t caused any major PR disasters, and no one’s come out saying it means something weird. But will it really bring in the tourists? Only time will tell!
