Sweden Launches “The Swedish Prescription” – World’s First Travel Destination on Prescription

A Fresh Take on Wellness Tourism

With global interest in wellness travel at an all-time high, Visit Sweden is seizing the moment. Travellers are increasingly investing in their mental and physical well-being, seeking nature-rich destinations with cultural depth. Sweden’s vast forests, pristine lakes, and extensive national parks, combined with its vibrant artistic and social life, make it a natural fit for restorative travel experiences.

“A Dose of Sweden”

The campaign invites travel professionals to offer customers a curated “dose of Sweden.” Instead of a typical holiday, visitors can expect experiences designed to support mental clarity, physical vitality, and emotional balance. From forest bathing to fika breaks, from silence retreats to seafood safaris, Sweden promises “Luxury of a different nature.”

Visit Sweden highlights hundreds of distinct treatments across the country, rooted in its nature, culture, and traditions. Each one offers its own “active ingredients”, blending science, tradition, and lifestyle to restore both body and mind.

Seven Wellbeing Experiences Featured

The Swedish Prescription showcases a diverse range of activities, each with its own proven benefits:

• Ice Bath: Cold immersion paired with movement and nutrition boosts immunity, sharpens focus, and builds resilience.
• Fika: Sweden’s cherished coffee-and-cake ritual reduces stress, strengthens social bonds, and resets the mind.
• Berry Picking: Time in the forest relaxes muscles, improves circulation, and reconnects visitors with nature.
• Sauna: A Nordic tradition offering mental rejuvenation, fresh perspectives, and cultural immersion.
• Handcrafts: Traditional crafts stimulate creativity and mindfulness, offering inspiration and emotional balance.
• Seafood Safari: Fresh seafood in serene coastal settings helps reduce stress and strengthen immune health.
• Midnight Sun: Extended daylight fosters awe, freedom, and a sense of alignment with nature’s rhythm.

The concept has even won the attention of health professionals. “Nature, social settings, and culture have restorative powers, and evidently, Sweden has these assets in abundance,” said Stacy Beller Stryer, Associate Medical Director at ParkRXAmerica. “I would welcome discussing with my patients how Swedish nature and lifestyle could benefit their health, and am open to prescribing a visit there if my patients request it.”

By tapping into the booming wellness tourism market, The Swedish Prescription offers travel trade professionals fresh storytelling and marketing opportunities. This is not just another destination campaign, it’s a call to package Sweden as a holistic remedy for modern life’s pressures, blending nature, culture, and tradition into a unique travel prescription.