Sense of Welshness

During our Year of Croeso we are shouting about our special warm Welsh welcome! Our hwyl campaign invites visitors from far and wide to celebrate and experience joyful and fun moments unique to Wales.

Sense of Welshness is important. It enhances the experience of that deep state of joy – hwyl – that we are looking to create for visitors. It refers to the emotional bond people feel for an area or a place. It can be through any or all of the senses – sight, sound, smell, touch and taste. They can then take it away and share.

In a world that is increasingly virtual, it is not just Wales’ world class scenery or shopping or heritage that makes us stand out – it is our feel. That sense of comfort, security and familiarity that blends the physical features of the land with memory, art and myth.  The little touches of local flavour weaved into our story on a practical level through food, design, language – our sense of Welshness.

In addition our work to promote Wales as a tourism destination, people and businesses have the power to make a real difference to how people experience Wales and to whether they return. 

We have collated some tips from the industry on creating a sense of Welshness and how excellent customer service can benefit your business.

Ask your staff to use some basic Welsh vocabulary if they can. Welcome visitors with a ‘croeso’; use some friendly Welsh words when speaking to them, on menus and signage around your business.

Here are some Welsh phrases to try out:

• "Bore da” – meaning, good morning
• “Helô / Hylô” – meaning, hello
• “Sut wyt ti?” – meaning, how are you?
• “Diolch” – meaning, thank you
• “Croeso” – meaning, you're welcome
• “Prynhawn da” – meaning, good afternoon
• “Nos da” – meaning, good night

Helo Blod can help with free translation of menus and signage.

Add signage, use Welsh products or add a Welsh feature to your business to add a touch of local flavour.  Display local artist’s creations - paintings, local fabrics or interesting pieces - and share stories of famous people who have visited or are from the area.

Know your local area so that you can signpost visitors to activities and other places to visit.  Everyone loves discovering something new. Have some recommendations of quieter places to explore, charming local pubs and cafes – places that also create a sense of place.  Talk to visitors about local festivals, and markets, cultural events, historic attractions.

Visitors love to sample local food and drink. Source from local producers, use local produce in your recipes and highlight it on your menus. Use your Website to promote your usage and encourage your staff to talk about the local produce.  Discover more: Food Tourism |Supporting you | Industry Visit Wales.

Work with other businesses and organisations to link in with marketing and promotional campaigns and amplify your messages.

Here are some organisations you might consider working with:

• Local businesses
• Tourism associations
• Visit Wales
• Ambassador groups

Today, price does not always differentiate businesses – joyful, memorable experiences does. Understanding how customers and employees perceive your business, is crucial to remain competitive as customer expectations continue to rise.

1. Look at yourself and your team through the eyes of your visitors. Ask for feedback on their experience and take action where possible to improve that experience.

2. Actively listen to customers to understand their specific concerns or requirements. Then provide prompt and effective solutions tailored to their individual needs.

3. Talk to your staff about the importance of listening to customers and their experiences. Host staff sessions dedicated to customer service and to resolving issues. Review our factsheet on dealing with consumer complaints.

4. If you are short-staffed, explain any delays/issues to visitors – people are more likely to be patient if they are kept informed.

5. Consider more formal customer service training for your staff. Contact your local college to see if they can offer a course such as World Host. Further information is available on options and funding from:

• Flexible Skills Programme | Business Wales Skills Gateway  There is Tourism and Hospitality information in the list at the bottom of the page.
• Skills | Supporting you | Industry Visit Wales

If you have any other suggestions on Sense of Welshness or customer service, that have worked in your business, we would love to hear about them. Let us know by emailing Croeso@gov.wales or share on social by tagging #SenseofWelshness