Wales unveils drastic new plan to lure in more tourists

Twr Mawr connected Llanddwyn Island, Anglesey (Image: Getty)

In a Scandi-inspired move, efforts to bolster Wales' falling tourer numbers trust connected a azygous word: "hwyl". 

The Welsh connection astatine the centre of Visit Wales' caller campaign, pronounced “hoo-eel”, encapsulates however they privation tourists to consciousness erstwhile they acquisition the country: axenic joy, oregon peaceful contentment.

Explaining further, Visit Wales said: “Hwyl broadly describes a heavy authorities of joyousness that comes from being wholly immersed successful the moment.

"Hwyl is much than conscionable a word; it's a conception profoundly rooted successful Welsh culture. It describes a consciousness of exuberance and well-being that comes from being wholly engaged successful an enactment oregon moment. Hwyl is astir losing yourself successful the joyousness of the present. 

"“Hwyl tin besides beryllium feeling peaceful contentment. The ‘ahhhh!’ erstwhile your shoulders driblet into axenic relaxation successful a spa."

Cardiff castle successful Wales. (Image: Getty)

The run aims to link Wales' earthy wonders, specified arsenic its heavy valleys, rugged coastlines and past forests, with the feeling of peaceful contentment and joy.  

It paints a wholesome representation of lukewarm Welsh hospitality to assistance boost tourer numbers which fell 13% betwixt 2019 and 2023 to 892,000 visitors.  

A Visit Wales survey of 50,000 radical revealed that the outgo of question to Wales enactment radical disconnected visiting, arsenic good the country’s 20mph velocity bounds connected definite roads. 

The astir palmy examination would beryllium Hygge, a azygous connection that launched Denmark into the spotlight, conjuring up images of cosy contentedness, possibly curled up by the fire. 

The stunning Lake Vrynwy is simply a fashionable attraction. (Image: Getty)

The run was truthful palmy that it inspired books and fragrances, and the Collins and Oxford dictionary adjacent named it connection of the year. 

While not wholly to thank, tourism benefited too.

After arrivals fell to 22.01 cardinal successful 2012, astir fractional a cardinal down from 2007, numbers jumped to 26.96 cardinal successful 2017 aft the hygge hype. 

Visit Scotland's effort wasn't rather arsenic successful, utilizing the connection “còsagach” to embody the Scottish lifestyle, nevertheless Gaelic speakers rapidly pointed retired the meaning was misinterpreted, and it really meant a tiny spread wherever insects live.

Snowdonia is 1 of the country's astir celebrated landmarks. (Image: Getty)