I would see if he will "play" with you and explore what is comfortable and feels good versus what is scary/uncomfortable for him. I would remind him that just because he learned a certain way of being in childhood doesn't mean he can't change it if he wants to and if it would make you happier (presumably he likes to make you happy, since he loves you :-)

My husband and I accidentally found that we fit together best when I'm standing on a single stair :-) We happened to have one of those in the "office" of our previous house and whenever he wanted a hug he'd tell me to "assume the position" and I'd run and hop up on the step. It is great fun and we look for single-step situations, see who can spot them first and get the other person involved without saying anything.

Another thing you might try is back rubs or other less intense (than hugs) touching. My husband cut the bottom of his foot when he was a teenager and a lot of nerves got cut so they're still "jangled" now and occasionally he'll have intense pain which, he says only are soothed by my rubbing his foot. I extract payment though, by having him read aloud to me from a book of my choice. It's even fun to look for books we both might like.

Maybe you can just practice sitting together/at opposite ends of the couch and one of you reading aloud while the other rests their head/feet in one's lap, something like that.