You don’t owe anyone a hug. Physical boundaries count too.

Nobody has a claim on your body through family, familiarity or a holiday. Not wanting to be touched needs no justification and is not rudeness, even when the other person means nothing but affection. Limits about your own space are as legitimate as any other kind. They are often the hardest to say out loud, because a refusal looks personal.

Have an alternative ready that you are comfortable with, a wave or a handshake, and offer it first. If somebody takes it badly, let that sit with them rather than changing your answer.