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Dr Awel Vaughan-Evans, from the School of Psychology & Sport Science, joined with Visit Wales to explain the psychology behind the Welsh word.

Visitors to Wales are being enticed to experience a feeling they can’t get anywhere else this year. Hwyl – pronounced ‘hoo-eel’- has no direct translation in English and multiple interpretations, the most popular broadly meaning a deep state of joy that comes from being totally immersed in the moment.

Its definition means hwyl can be found in situations which mean the most to the individual or group, whether that’s exploring a forest canopy with friends, stargazing under dark skies in an outdoor tub next to a special someone, dancing the day and night away at a music festival, switching between a sauna and the surf on the beach, being in the stands for an unmatchable sporting moment or taking to the air in a hot air ballon as the green fields and castles roll underneath you.

Visit Wales has also enlisted Maxine Hughes, known for explaining the Welsh language to Ryan Reynolds and Rob McElhenney in the global hit TV show Welcome to Wrexham, to extend the invite to visitors worldwide to ‘feel the hwyl’.

In 2016, the world became aware of Scandinavian ‘hygge’, the word and mood of a feeling of cosy contentment inspiring books, tours and even making the shortlist for Oxford English Dictionary’s word of the year. But now, Wales is hoping even more people around the world visit the nation to experience its own unique ambience. 

Describing the effect hwyl has on your state of well-being, Dr Awel Vaughan-Evans, a psychologist from 91����� said: “The interesting thing about hwyl is it 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.”