Sweden’s latest tourism initiative is making waves by highlighting the mental and physical health benefits of travel, particularly as the world emerges from the COVID-19 pandemic. The campaign encourages visitors to embrace the country’s abundant natural landscapes, fresh air, and wellness-focused attractions that support stress relief and rejuvenation. By promoting outdoor activities like hiking, kayaking, and forest bathing, the campaign positions Sweden as an ideal destination for travelers seeking to restore balance and well-being after months of restrictions.

In addition to the emphasis on nature and wellness, the campaign underscores Sweden’s robust health infrastructure and commitment to safety. To clarify what travelers can expect, the campaign offers a concise comparison of Sweden’s health-focused travel benefits against typical urban vacations:

Feature Sweden Travel Urban City Travel
Access to Nature Vast forests, lakes, and archipelagos Limited green spaces
Air Quality Pristine and clean Often polluted
Wellness Activities Saunas, spas, outdoor exercise Gym and indoor facilities
Social Distancing Easier in open, spacious environments More challenging in crowded areas
  • Reconnection with Nature: Opportunities for mindfulness and stress reduction through Sweden’s serene environments.
  • Health-Safe Travel Standards: Enhanced hygiene protocols and visitor guidelines ensuring a safe experience.
  • Sustainable Tourism: Focus on eco-friendly travel that supports both health and the environment.