Visitors to Wales are being enticed to experience a feeling they can't get anywhere else this year, as described by a little Welsh word with a big meaning.

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 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' on today's uniquely Welsh date: Hen Galan. Despite much of the world celebrating the start of 2025 two weeks ago, the inhabitants of Cwm Gwaun, a small, wooded valley near Fishguard in Pembrokeshire, mark the new year today.

For hundreds of years on January 13, children have gone from door to door singing Welsh language songs in return for 'calennig' (sweets or money), while well-wishers meet in historic pubs the Dyffryn Arms- known as Bessie's after the landlady of the family who've run the pub since 1840 - and Tafarn Sinc. 

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 Bangor University 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.”

Dr Noemi Picco, a mathematician originally from Italy but now working at Swansea University, said: “There's a definite formula for hwyl.  If you combine unburdened adventure with unparalleled beauty, and with the warm 'croeso' ('welcome' in English) of the Welsh people with the epic landscapes of Wales, you get hwyl. And you can only find that in Wales.”

Welcome to Wrexham's Maxine Hughes is now based in Washington D.C. She said: “I spent most of my childhood in Conwy outside on the coast. 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.

“As someone who lives overseas now, there's an immediate connection with the welcome of the Welsh people, and always a laugh. Sense of humour is part of the culture in Wales, part of the hwyl. Maybe that's part of why Welcome to Wrexham works and the show has already attracted people from all over the world to visit Wales.”

ENDS

For further information, please contact

Daniel Tyte – Daniel.Tyte@workingword.co.uk / 07742 251232

Sarah Wise – Sarah.Wise@workingword.co.uk / 07891040082

Lydia Lambert – Lydia.Lambert@workingword.co.uk / 07498 977 281

Anoushka Nawaz-Khan – Anoushka.Nawaz-Khan@workingword.co.uk / 07942 792 277