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Wales Launches “Hwyl” Campaign to Revive Tourism Amid Declining Visitor Numbers

by Alice

Wales, known for its misty mountains, rugged coastlines, and ancient castles, is facing a tourism crisis. Between 2019 and 2023, the number of visitors to the country dropped by 13%, putting its tourism industry at risk. In response, Wales has launched a bold new campaign centered on a single Welsh word: “hwyl.”

Pronounced “hoo-eel,” the term “hwyl” is more than just a word—it represents a feeling. It captures everything from joyous excitement to peaceful contentment. Visit Wales, the country’s tourism board, hopes this concept will resonate with travelers, offering them a sense of pure joy and relaxation when they visit. The campaign aims to remind tourists of the unique emotional experience Wales provides, far removed from the stress of daily life.

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A Focus on Eco-Tourism and Rural Getaways

The “hwyl” campaign is part of a larger effort to rebrand Wales as an eco-friendly, rural escape. As overtourism plagues popular destinations like Barcelona and Venice, Wales is positioning itself as a quieter, more sustainable alternative. With its lush forests, serene lakes, and expansive national parks, the country is an ideal destination for travelers seeking both luxury and environmental responsibility.

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The campaign encourages visitors to immerse themselves in Wales’ natural beauty. Activities like hiking in the Brecon Beacons, walking the Pembrokeshire Coast Path, or exploring the Isle of Anglesey are highlighted as ways to experience “hwyl.” The goal is to offer tourists a chance to disconnect from crowded cities and reconnect with nature in a peaceful, meaningful way.

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Challenges Ahead

While the “hwyl” campaign is a creative attempt to revive tourism, Wales faces significant challenges. High travel costs, limited accessibility, and competition from more established destinations are major hurdles. However, Wales has unique advantages: its rich history, stunning landscapes, and strong cultural identity set it apart from other travel spots.

The success of the campaign remains uncertain, but Wales is determined to reclaim its place as a must-visit destination. By focusing on the emotional connection of “hwyl” and promoting its natural beauty, the country hopes to attract travelers looking for an authentic, sustainable escape.

As the world of tourism evolves, Wales is betting on its ability to offer something truly special—a feeling that can’t be found anywhere else. Whether “hwyl” will be enough to turn the tide remains to be seen, but it’s a heartfelt effort to bring visitors back to this enchanting corner of the United Kingdom.

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