Sweden has launched an innovative tourism initiative, 'The Swedish Prescription,' inviting global travelers to immerse themselves in the country's natural landscapes and cultural traditions for improved well-being. This campaign, which commenced in September 2023 and is set to continue through the end of 2023, humorously positions Sweden as a therapeutic destination, complete with a video featuring a doctor prescribing nature-based activities. The initiative taps into the burgeoning global trend of 'nature prescribing,' a concept gaining traction as healthcare professionals increasingly recognize the healing power of the outdoors.
Experiences such as invigorating sauna sessions and the awe-inspiring phenomenon of the midnight sun are highlighted as potent remedies for enhancing both mental and physical health. Research consistently shows that spending time in nature can significantly reduce stress, lower blood pressure, and improve mood and cognitive function. Studies indicate that even short exposures, as little as 10 minutes, can yield benefits, with two hours per week linked to better overall health and well-being. Targeting key international markets including the USA, UK, Netherlands, Germany, France, and China, Sweden aims to establish itself as a premier wellness retreat.
The campaign is supported by research and medical professionals, with Visit Sweden collaborating with senior professor Yvonne Forsell from the Karolinska Institutet. This collaboration has identified a list of scientifically vetted activities that can serve as a framework for patient-doctor conversations about prescribing Sweden as a destination. A YouGov survey revealed that nearly two-thirds of respondents worldwide would be open to spending more time in nature if recommended by a doctor, underscoring the potential impact of such initiatives. 'The Swedish Prescription' highlights a range of activities deeply rooted in the Swedish way of life.
These include forest bathing, known for its stress-reducing and focus-enhancing properties, and the restorative benefits of natural darkness and clean air for sleep. The concept of 'fika,' a cherished Swedish tradition of taking a break to enjoy company and refreshments, is also promoted for its ability to lower stress and improve focus. The campaign also embraces the invigorating practice of sauna sessions followed by cold plunges, recognized for their benefits to circulation and overall vitality. This initiative aligns with broader wellness tourism trends for 2025, which emphasize nature-based experiences, mental health retreats, and a holistic approach to well-being. The campaign positions Sweden not just as a travel destination, but as a therapeutic resource, offering a unique blend of natural beauty, cultural richness, and scientifically-backed wellness practices to rejuvenate visitors.