Scandinavian cosiness inspires VisitScotland.
VisitScotland is taking inspiration from Scandinavia to promote its own version the popular Nordic hygge lifestyle trend: còsagach.
The concept of hygge cosiness and contentment is used to promote everything available for sale in Scandinavia from candles to cookbooks. Now it has a Scottish rival, the Telegraph newspaper writes.
Còsagach is based on an old Gaelic word for feeling snug, sheltered and warm, and if VisitScotland has its way, it will become one of the biggest tourism trends of 2018.
The Scottish tourism body freely admits that its new use of the word “comes off the back of a boom in the trend for hygge”. Its own Insight Department came up with the idea, saying it could lure millions of tourists who want to get away from it all to Scotland.
“With tranquil seascapes, vast open spaces and many warm and welcoming pubs, Scotland is a perfect place for your wellbeing, so perfect in fact that a word of Scottish origin has been dedicated to that feeling,” it said.
Tourism all year
“Scotland is a place where còsagach can be achieved in all seasons, but it’s winter when it comes into its own. When the storms rage and the waves crash against the rocks, there is nothing more satisfying than being curled up in front of the fire, book and hot toddy in hand, listening to the weather outside.”
Visitcotland is urging tourism businesses to create and promote environments where visitors can relax and unwind. Copying hygge can create a 365-day tourism season for Scotland, the department suggests, highlighting the country as an always warm and inviting destination.