Visit Wales is promoting 'hwyl', a Welsh word that encapsulates a deep sense of joy and contentment, drawing attention to the country's unique cultural identity and potential for tourism.
Hwyl can raise the heartbeat or relax the body; it’s your own particular form of happiness,’ says Welsh psychologist. This feeling of cosy, fire-crackling contentedness, has done its fair share for tourism in Scandinavia as well as sparking a string of self-help guides. Visit Wales defines it as a “deep state of joy that comes from being totally immersed in the moment”, in its 2025 publicity drive.
Experts say hwyl can be found in places and scenarios that mean most to those taking part, whether it be exploring a forest, gazing at stars, surfing or attending a music festival. A poet and translator from Caernarfon, north Wales, told the Guardian Visit Wales’s initiative could be a winner because the word (pronounced something like “hoo-eel”, though it depends on a speaker’s accent or dialect) could fit so many scenarios. He said: “The beauty of the word is that it can mean various things. It’s commonly used as a noun to convey joy, fun or merriment. But it can also mean one’s frame of mind, disposition or spirit. – hwyliau is the plural of hwyl – you’re asking them in which mood they’re in. Or alternatively, hwyl can mean one’s journey, course or progress. It’s a wonderfully agile word.” Awel Vaughan-Evans, of the school of psychology at Bangor University in north Wales, said: “Hwyl comes to life in both relaxing and energetic environments. On one hand, hwyl can release dopamine, fire neurotransmitters and raise the heartbeat, creating a prolonged sense of euphoria. Alternatively, it can slow it right down with endorphins reducing stress, causing the entire body to relax. Essentially, hwyl is your own particular form of happiness.” Andrew Hawke, of the University of Wales Dictionary (Geiriadur Prifysgol Cymru) said: “The history of ‘hwyl’ is rather difficult. The basic meaning of the word is ‘a sail’ and it is first recorded in a list of names of letters in the so-called Alphabet of Nemnius from the 9th century – although the meaning of the word in that example is not known. VisitScotland came up with its version of hygge, but some experts felt it didn’t quite work, summoning up images of a mossy nook rather than a place a tourist would really like to stay.She said: “We’ve got a deep appreciation for the outdoors and having fun here, whether it’s warm or wet, dry or cold. Our landscape and willingness to embrace the outdoors is part of the beauty of hwyl.”marked by residents of a wooded valley in south-west Wales, Cwm Gwaun. For this event, at least, the residents still work by the old Julian calendar. Delme Harries, a Pembrokeshire county councillor who represents the area, said: “Hwyl is a very positive, feelgood word.” He said the people of Cwm Gwaun would certainly “have hwyl” on their New Year’s Day
HWYL WELSH CULTURE TOURISM HAPPINESS FEEL-GOOD
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