Sweden brands itself as world’s first travel destination on prescription

Sweden has become the first country to be officially prescribed by physicians for travel. 

 

In a landmark tourism marketing campaign, ‘The Swedish Prescription’, Visit Sweden has partnered with healthcare professionals to encourage travel as a form of wellness therapy.

 

The initiative lets people worldwide download an official prescription form from Visit Sweden’s website to share with their doctor, recommending a restorative trip featuring Sweden’s signature leisure traditions, ranging from cold-water swimming to sauna sessions.

 

This comes on the back of a global survey commissioned by Visit Sweden and conducted by YouGov, which found that while most respondents had not previously encountered the idea of nature or social prescriptions, 64% said they would follow a doctor’s advice to spend more time outdoors.

 

It’s a statistic that echoes mounting scientific evidence showing immersive nature experiences consistently boost physical and mental wellbeing.

 

With 100,000 lakes, 5,000 nature reserves and forests covering 69% of its landmass, the nation recently recognised as Europe’s ‘cleanest air’ capital – and regularly ranked among the world’s happiest – offers an official selection of ‘prescribed’ activities for visitors.

 

These range from wild swimming and sauna rituals to stargazing and foraging, taking a trip along the world’s longest art exhibition and even experiencing the raw energy of one of Sweden’s 5,000+ metal bands.

 

“Visiting Sweden is like a natural health remedy,” said Susanne Andersson, CEO of Visit Sweden, in a press release. “Our cosy fika tradition, our lagom lifestyle, and our easily accessible nature are a soothing balm for body and mind.”

 

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Visit Sweden adds that the nation’s “unique way of life", rooted in balance and easy access to nature and culture, makes it an ideal place for anyone looking to reset and recharge.

 

The initiative is underpinned by emerging scientific consensus around travel’s role in wellbeing. According to studies referenced by the campaign, frequent travellers report up to a 7% higher rate of overall life satisfaction compared to less frequent travellers.

 

Sweden’s move comes amid a wave of wellness-oriented destination marketing worldwide. 

 

In 2025, the Tourism Authority of Thailand launched a wellness campaign spotlighting Phuket, Koh Samui, and Chiang Mai, with offerings from spa therapies to medical tourism.

 

Meanwhile, Singapore’s Tourism Board is this year promoting 16 Therapeutic Gardens across the city to support mental health tourism, providing immersive experiences for visitors with diverse needs, from autism to anxiety.

 

For more information, visit visitsweden.com/the-swedish-prescription