Hwyl is the Word

by · January 14, 2025

GwenCC/Pixabay

The Welsh concept of hwyl is being used in the latest tourism promotion by Visit Wales.

“Feel the hwyl. Only in Wales” is the slogan aimed at attracting visitors from far and wide to come and enjoy the Welsh experience.

Visit Wales says: “Hwyl has no direct translation in English, but describes a deep state of joy that comes from being totally immersed in the moment. The hwyl concept, part of the 2025 Year of Croeso, aims to differentiate Wales in a crowded marketplace through focusing on our language and a strong sense of place.”

Partner organisations involved in the campaign include Cadw, Wales Coast Path, Visit Pembrokeshire and national park authorities.

Visit Wales will also be working closely with other parts of the Welsh Government during the Year of Croeso to increase the use of Welsh in the tourism industry, promote Bwyd a Diod Cymru to encourage visitors to shop locally, and proactively speak to students about entering the Welsh tourism and hospitality industry as a career.

Hwyl campaign

Feel the Hwyl advert.

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Nigel Summerley

Nigel Summerley retired from The Oldie magazine to return to freelance journalism. He previously held executive staff jobs at the London Evening Standard, The Daily Telegraph, The Sunday Telegraph and the Daily Express before freelancing for 20 years for newspapers including The Times, The Sunday Times, The Independent, The Guardian and the ‘i’ paper, plus a wide range of magazines. He continues to write about music, travel and health, to freelance for the Financial Times and The Oldie magazine, and to edit selected books. He blogs at www.nigel-summerley.blogspot.com.

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