2025 is the Year of Croeso in Wales, celebrating the warm Welsh welcome. This new Visit Wales campaign, based on market insights and feedback, highlights Welsh culture, language and attractions. It aims to share the unique Welsh experience and hwyl (joy) with the world.

The campaign celebrates Wales’s unique sense of place, from the culture and language to the huge range of attractions, accommodation, events and activities. Whether cruising the canal across the world heritage Pontcysyllte Aqueduct, discovering the quality of Penderyn Welsh Whisky or devouring the dishes of Michelin star chefs, there is so much to enjoy in Wales.

Porth Dafarch, Anglesey © Hawlfraint y Goron / © Crown copyright (2022) Cymru Wales

Hwyl is more than just a word; it is a concept deeply rooted in Welsh culture. Pronounced ‘hoo-eel’ – hywl has no direct translation in English, but broadly describes a deep state of joy that comes from being totally immersed in the moment. This feeling is often associated with communal activities, music, and the arts, but it can be experienced in many different contexts. Hwyl is about losing yourself in the joy of the present.

Whether you're exploring the rugged coastlines, delving into ancient traditions, or sharing a meal with friends and simply enjoying the warmth of Welsh hospitality, hwyl is a feeling that can transform your visit into an unforgettable experience.

Zip World, Penrhyn Quarry © Hawlfraint y Goron / © Crown copyright (2022) Cymru Wales

Delight in the harmonies of a Male Voice Choir; enjoy learning a few Welsh words or discover the magic of events in Wales, from the ancient songs and poetry of the Welsh cultural Eisteddfod to the thrill of cheering on rugby at the Principality Stadium.

Hwyl, the flagship marketing campaign for Wales, will be delivered under the umbrella of the Year of Croeso and will focus on the feelings of fun and joy that you can experience "Only in Wales". The campaign uses real sounds from across Wales rather than music in an emerging trend for immersive sensory campaigns, which give viewers the chance to not only see iconic destinations, but also to hear them and experience the moment and imagine themselves in that exact setting.

Camping in Nantgwynant, Eryri © Hawlfraint y Goron / © Crown copyright (2022) Cymru Wales

Journalist Maxine Hughes, of Welcome to Wrexham fame, also features as part of the campaign to explain ‘hwyl’ and how Wales is the best place to experience it.

Partner organisations will also be sharing their hwyl moments during the year, including Wrexham Football Club.

Wrexham AFC CEO Michael Williamson said: "We’re pleased to have partnered with Visit Wales as part of their ‘Year of Croeso’ campaign. 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’s oldest Football Club.

"We’re proud of our heritage, culture, history and community in our corner of North Wales and continue to extend an invite to all who would like to visit Wrexham and North Wales to sample it for themselves."

Castell Rhuddlan © Hawlfraint y Goron / © Crown copyright (2022) Cymru Wales

As part of the campaign, a Wall of Hwyl is featured on the Visit Wales homepage. The 'wall' is filled with moments of fun and joy – hwyl – throughout Wales and visitors are being asked to use the tags #FeeltheHwyl, #Hwyl, #VisitWales and #CroesoCymru so that it features as many people as possible having fun in Wales. 

If you or your group would like to experience the hywl of a trip to Wales on a tailor-made tour in 2025, please do contact our friendly team today!