A new campaign has been launched to encourage tourists to visit Wales in 2025.
Visit Wales has launched its 2025 Year of Croeso campaign, inviting the world to experience the ‘hwyl’ in Wales.
The concept of ‘hwyl’ is a deep state of joy experienced when totally immersed in the moment, and is a central part of the campaign.
The aim is to set Wales apart from other destinations by showcasing the country’s language and strong sense of place.
The campaign, called “Feel the hwyl. Only in Wales”, was filmed in more than a dozen locations across the country in 2024, including Tenby, Three Cliffs on Gower, and a Wrexham AFC home game.
It features Maxine Hughes, a journalist and star of Welcome to Wrexham, explaining what “hwyl” is and why Wales is the best place to experience it.
The campaign will be shared on multiple platforms, using real sounds from across Wales.
The economy secretary, responsible for tourism, Rebecca Evans, said: “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 and invite them to not just see but feel, taste and truly experience the ‘must do’ things we have on offer.”
Wrexham AFC’s chief executive officer, Michael Williamson, said: “Everyone can be assured of a warm ‘Croeso i Wrecsam’ at the STōK Cae Ras, the world’s oldest international football stadium, and there’s certainly plenty of ‘hwyl’ supporting Wales’ oldest football club.”
Visit Wales will also be working closely with other parts of the Welsh Government to increase the use of Welsh in the tourism industry and encourage visitors to shop locally, as well as speaking to students about entering the Welsh tourism and hospitality industry as a career.