Deep joy: Wales embraces hwyl in tourism campaign to rival Danish hygge

The Danish word hygge, which summons a feeling of cosy, fire-crackling contentedness, has done its fair share for tourism in Scandinavia as well as sparking a string of self-help guides. Now Visit Wales is aiming to draw tourists to its hills, valleys, coastlines and cities by harnessing the lovely Welsh word hwyl, which it defines as a “deep state of joy that comes from being totally immersed in the moment”, in its 2025 publicity drive. Visit Wales says hwyl can be found in places and scenarios that mean most to those taking part, whether it be exploring a forest, gazing

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