The Welsh tourist board has debuted a new campaign to celebrate joyful experiences in the country in an attempt to attract visitors, as it embraces the notion of ‘hwyl’.
Similar to the Danish word ‘hygge’ that describes the concept of cosiness and contentment with the joys of life, the Welsh phrase ‘hwyl’ does not have a direct translation into English, but it denotes the deep state of joy that comes with being immersed in the moment.
