The Swedish Prescription

Sweden, the world’s first travel destination on prescription

The latest global communication initiative from Visit Sweden offers travel trade professionals a unique opportunity to engage your customers with a new narrative and ideas for holidays that go beyond leisure to deliver genuine wellbeing.

Watch the movie here:

Global interest in wellness tourism is surging

Travellers are actively investing in their mental and physical wellbeing, and destinations that offer calm, nature-rich environments and cultural depth are in high demand*. Sweden’s many forests, lakes and national parks, combined with its rich artistic and social life, make it an ideal setting for restorative travel.

Offer your customers a dose of Sweden

The Swedish Prescription isn’t just about another holiday. It’s a dose of Sweden’s promise as a destination for “Luxury of a different nature” as a curated experience. It is designed to support mental clarity, physical vitality and emotional balance. Whether it’s forest bathing, fika breaks or sleeping in silence, Sweden is the prescription your customers didn’t know they needed.

Using Sweden’s nature, culture and tradition as remedies for traveller’s bodies and minds, there are hundreds of distinct treatments available all over Sweden that are designed to enhance your customers’ well-being**.

Here are seven examples:

Ice Bath
Active ingredients: Cold immersion paired with movement and nutrition boosts immune function, sharpens focus, and fosters resilience. Your customers will feel invigorated and present, ready to embrace the day with clarity and purpose.

Fika
Active ingredients: This cherished Swedish ritual helps reduce stress and strengthens social bonds. Your customers will enjoy a moment of calm, improved mood and enhanced concentration, which is ideal for resetting during busy schedules.

Berry Picking
Active ingredients: Time in the forest helps relax muscles, improve circulation and supports recovery. Your customers will experience mental clarity and a soothing connection to nature through this hands-on, seasonal activity.

Sauna
Active ingredients: The sauna offers cultural immersion and mental rejuvenation. Your customers will gain fresh perspectives and creative energy while enjoying the therapeutic warmth and communal spirit of this Nordic tradition.

Handcrafts
Active ingredients: Engaging in traditional crafts helps stimulate creativity and mindfulness. Your customers will find inspiration and emotional balance through tactile expression and cultural storytelling.

Seafood Safari
Active ingredients: Coastal environments help reduce stress and support immune health. Your customers will savour fresh seafood in serene settings, enhancing their sense of calm, focus and connection to the sea.

Midnight Sun
Active ingredients: This natural phenomenon can foster awe and well-being. Your customers will feel uplifted by the extended daylight, gaining a renewed sense of freedom and alignment with nature’s rhythm.

Get involved

We have come up with assets to help you visualise how The Swedish Prescription can translate into bookable experiences. From guided forest walks and fika breaks to cultural immersion and cold plunges, each activity reflects a scientifically supported wellbeing benefit that Sweden offers that you can use as selling points.

• Visit our B2C consumer campaign pages in English, Dutch, French and German for language-specific content
• Download high-quality images of Sweden and - free to use for your own marketing
• Browse sample activities to inspire your product development in Sweden
• Find a local partner to connect with local suppliers and DMCs
• Stay updated on new transport links, accommodations, activities and events

Interested in the official Visit Sweden press release? You will find it here. Simply select your preferred language and sign up to receive future updates straight to your inbox.

Feel free to use the campaign visuals and pictures related to The Swedish Prescription, key messaging in your own channels - just remember to tag with #visitsweden and #ofadifferentnature.