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

The Guardian on The Guardian
Deep joy: Wales embraces ‘hwyl’ in tourism campaign to rival Danish ‘hygge’



‘Hwyl can raise the heartbeat or relax the body; it’s your own particular form of happiness,’ says Welsh psychologistThe 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. Continue reading…



Source link : https://www.theguardian.com/uk-news/2025/jan/12/deep-joy-wales-embraces-hwyl-in-tourism-campaign-to-rival-danish-hygge

Author : Steven Morris

Publish date : 2025-01-12 15:00:36

Copyright for syndicated content belongs to the linked Source.

Tags : The Guardian

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