Rhys Iorwerth, 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.
Deep joy: Wales embraces ‘hwyl’ in tourism campaign to rival Danish ‘hygge’ ‘Hwyl can raise the heartbeat or relax the body; it’s your own particular form of happiness,’ says Welsh psychologist.
Visit Wales says 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.
VisitScotland once used the Scottish Gaelic word còsagach to try to convey a feeling of snugness, but some speakers pointed out it meant “a wee nook or hole” such as a small creature might live in – not quite the vibe they were going for.
The Danish word hygge, which summons a 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.
