One part of the UK is desperate for more tourists and wants to rival Scandinavia.

The Welsh tourist board has debuted a new campaign to celebrate joyful experiences in the country in an attempt to attract visitors. The campaign embraces the notion of ‘hwyl’ (pronounced something like “hoo-eel”).

Similar to the Danish ‘hygge’ that describes the concept of cosiness and contentment with the joys of life, the Welsh ‘hwyl’ denotes the deep state of joy that comes with being immersed in the moment.

“Feel the hwyl. Only in Wales” is the board’s new tagline, enticing visitors to experience the serene landscapes, adventure activities and the croeso (welcome) of the Welsh people.

“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,” the tourist board said.

Rhys Iorwerth, a poet and translator from Caernarfon told the Guardian that Visit Wales’s initiative could be a winner because the word 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.

“For instance, if you ask someone about their hwyliau – 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, 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.

“It is evidently an old word, and has a cognate in Old Irish séol, which also originally meant ‘a sail’ and developed further meanings over time. 

“It is not certain where these words came from, but they may well have been borrowed from one or more of the Germanic languages, which is where ‘sail’ in English also comes from.

“It is, of course, nonsense to say that the word is untranslatable, but it does have a wide range of meanings. It is also used as an informal farewell, ‘Hwyl’, or ‘Hwyl fawr.’”