Sweden has introduced a new global first by positioning itself as the world’s first travel destination that can be prescribed by doctors to improve health and wellbeing.
The initiative, developed by Visit Sweden, highlights the country’s nature, culture and social activities as part of a wider move towards preventive healthcare. The campaign builds on the growing concept of “nature prescriptions,” where doctors recommend outdoor activities to reduce stress, support mental health and strengthen physical wellbeing.
“Sweden’s lifestyle and culture are ideal for promoting health and wellbeing, from access to forests and lakes to social traditions such as fika,” said Susanne Andersson, CEO of Visit Sweden.
Activities promoted through the initiative include time in Lapland’s saunas to improve sleep, cold-water dips in the archipelago to support circulation, and hiking in Swedish forests to reduce stress. According to Visit Sweden, the campaign is supported by research from Karolinska Institutet and follows a YouGov survey showing that two out of three respondents would spend more time in nature if recommended by their doctor.
While the campaign positions Sweden as a pioneer in health-driven tourism, it is not part of the national healthcare system. Instead, it is designed to showcase the country’s natural and cultural resources as beneficial to both leisure and business travellers.
