In a world where people are constantly looking to improve their lives, we’ve already gotten to know things such as the Danish Hygge and the Japanese Ikigai. Hwyl – pronounced as ‘hoo-eel’ – is a term you might not be acquainted with just yet but that’s about to change.
“Hwyl is more than just a word; it’s a concept deeply rooted in Welsh culture. It describes a sense of exuberance and well-being that comes from being completely engaged in an activity or moment. Hwyl is about losing yourself in the joy of the present. Whether you’re exploring the rugged coastlines, delving into ancient traditions, or sharing a meal with friends and simply enjoying the warmth of Welsh hospitality, Hwyl is a feeling that can transform your visit into an unforgettable experience”, Visit Wales explains.
Being completely absorbed in the moment is a rare thing these days. With technology, social media and so on constantly asking for our attention, it can be quite a challenge to not get distracted. Even when we’re doing something unforgettable, we still feel the urge to capture it on camera in order to share it on social media. However, being present in the moment can have a lot of benefits.
“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”, Awel Vaughan-Evans, of the school of psychology at Bangor University in north Wales, said in an interview with The Guardian.
With its tourism campaign for 2025 named ‘Feel the hwyl. Only in Wales’, Visit Wales is trying to attract visitors by appealing to the urge of integrating a little hwyl into their lives. Over a dozen Welsh locations have been filmed for the campaign, which uses real-life sounds instead of music in order to completely submerge the viewer into the Welsh surroundings.
“2025 will celebrate the joyful things that make us distinctively Welsh and can only be experienced here in Wales. We want to share our warm ‘croeso’ and unique ‘hwyl’ with the world and invite them to not just see but feel, taste and truly experience the ‘must do’ things we have on offer. We’re also very proud to be championing our wonderful language by using a Welsh word for the first time in our communications with global audiences. Everyone can help us take even more of Wales to the world in 2025 by sharing the campaign and feeling the hwyl for themselves,” the Welsh Economy Secretary, with responsibility for Tourism, Rebecca Evans, said about the campaign.
Throughout the year, several partner organisations will be sharing their hwyl moments. Wrexham AFC, Transport for Wales, Wales Coast Path and National Trails are just some of those taking part in “Feel the hwyl. Only in Wales”. Wether or not hwyl will become as successful and well-known as hygge remains to be seen but the concept behind it is worth considering.
