Discover the Essence of ‘Hwyl’: Wales Invites the World to Experience Joy in 2025

Wales has unveiled its latest campaign, “Feel the hwyl. Only in Wales,” a heartfelt invitation to travelers across the globe to immerse themselves in the unique and joyful spirit that defines the country. The campaign, launched today as part of the 2025 Year of Croeso (Year of Welcome), highlights moments of delight and fun that can only be experienced in Wales.

What is ‘Hwyl’?

At the heart of the campaign is the Welsh concept of ‘hwyl,’ a word that has no direct translation in English. ‘Hwyl’ describes an intense state of joy and exhilaration, born from being deeply engaged in the moment. This concept encapsulates the essence of what makes Wales extraordinary and serves as a cornerstone for the country’s efforts to stand out in a competitive global tourism market.

A Celebration of Wales’ Unique Spirit

Filmed across more than a dozen iconic locations in Wales during the summer and autumn of 2024, the campaign showcases the country’s natural beauty, vibrant culture, and rich heritage. Featured locations include the serene beaches of Tenby and Three Cliffs Bay in Gower, a lively music festival in Merthyr Mawr, a Wrexham AFC home game, and a breathtaking hot air balloon ride over the historic Raglan Castle.

Maxine Hughes, journalist and star of Welcome to Wrexham, plays a key role in the campaign, sharing her perspective on ‘hwyl’ and why Wales is the ultimate destination to experience it.

Immersive and Multi-Sensory Storytelling

A defining feature of the campaign is its innovative use of real sounds captured across Wales. By foregoing music in favor of authentic auditory experiences, the campaign invites audiences to see, hear, and imagine themselves immersed in Wales’ iconic settings. This approach aligns with the growing trend of sensory marketing, creating a vivid and unforgettable impression of the country.

Partnering to Share the Joy

The Year of Croeso campaign is designed to inspire participation across Wales. Tourism organizations, local businesses, and destinations are encouraged to share their own ‘hwyl’ moments. Partners such as Wrexham AFC, Cadw, Transport for Wales, the Wales Coast Path, and regional tourism boards like Visit Pembrokeshire are all gearing up to contribute to the celebration.

Voices of Support

Rebecca Evans, Wales’ Economy Secretary, emphasized the significance of the campaign:

“2025 will celebrate the joyful things that make us distinctively Welsh and can only be experienced here in Wales. We want to share our warm ‘croeso’ and unique ‘hwyl’ with the world, inviting visitors to not just see but feel, taste, and truly experience what we have to offer.”

Michael Williamson, CEO of Wrexham AFC, echoed the sentiment:

“We’re proud to partner with Visit Wales on the Year of Croeso campaign. Visitors to Wrexham can expect a warm ‘Croeso i Wrecsam’ at the STŌK Cae Ras, the world’s oldest international football stadium, where they’ll discover plenty of ‘hwyl’ supporting Wales’ oldest football club.”

Beyond Tourism

In addition to showcasing its scenic landscapes and cultural treasures, Visit Wales aims to enhance the use of the Welsh language within the tourism industry, promote local Welsh food and drink through the Bwyd a Diod Cymru initiative, and encourage young people to consider careers in Welsh tourism and hospitality.

Get Involved

Wales invites everyone to join the celebration by sharing their ‘hwyl’ moments. Here’s how you can participate:

• Share Your Experience: Feature in the “Wall of Hwyl” on the Visit Wales website by using tags like #FeeltheHwyl, #Hwyl, #VisitWales, and #CroesoCymru on social media.
• Use the Toolkit: Download high-quality imagery, logos, and promotional materials from the Year of Croeso toolkit to support related marketing activities. Resources are available on the Visit Wales website.

Discover the magic of ‘hwyl’ and be part of this vibrant campaign. Find out more by visiting the Year of Croeso page on the Visit Wales website and explore how you can help bring Wales’ joyful spirit to the world in 2025.