Sweden is branding itself as the first travel destination that can be 'prescribed' by doctors. The campaign, developed with researchers from Karolinska Institutet, promotes the country's unique lifestyle concepts of balance and nature.
Dr. Stacy Beller Stryer, a board-certified pediatrician, supports the idea. 'Its access to nature and related cultural practices align with what works for mental and physical health,' she said.
Sweden ranked 91.5 in Global Citizen Solutions' 2025 quality of life index, outpacing Finland and Germany.
The campaign leans into Swedish cultural practices as prescriptions:
'Fika' - The tradition of taking a coffee break with pastries and conversation, emphasizing connection and low screen time.
'Lagom' - The concept of balance, meaning 'just the right amount.' It applies to work, consumption, and even exercise.
Sauna and Cold Plunges - The ritual of alternating between hot saunas and icy dips is promoted for boosting circulation, reducing stress, and improving sleep.
A unique experience is offered 80 meters underground at Adventure Mine in Dalarna, where visitors can sauna and plunge in crystal clear waters, guided by local folklore. The package starts at 2,450 SEK (€226.97).