Sweden Introduces “Travel on Prescription” Campaign to Boost Wellness Tourism
Sweden now allows people worldwide to download a prescription form for travel via its tourism agency. Physicians can formally recommend trips as wellness therapy. This campaign, titled “The Swedish Prescription”, encourages visitors to engage in nature-based activities.
The initiative reflects strong evidence that nature improves both physical and mental health. It emphasizes that outdoor, immersive experiences can truly help people to reset & recharge.
What the Prescription Covers
Health professionals can prescribe a wide variety of restorative experiences. Options include cold-water swimming, forest walks, stargazing, sauna sessions, and foraging. Even exploring thousands of metal band concerts ranks among these activities.
Nature lovers will find more than 100,000 lakes, 5,000 nature reserves, and forests covering 69% of Swedish land. Sweden also touts some of Europe’s cleanest air and high rankings in global happiness—making it a strong choice for wellness seekers.
Research & Public Response
A global survey found that while many people had not encountered prescribed nature or social prescriptions before, 64% would act on a doctor’s advice to spend more time outdoors.
Sweden’s wellness branding ties into broader scientific studies showing that access to natural environments increases life satisfaction. Travel lovers, mental health advocates, and healthcare providers have all expressed interest in the model.
Culture, Lifestyle & Emotional Health
Sweden frames its lifestyle elements as healing parts of the prescription. The cosy fika tradition, the balanced lagom approach to life, and everyday access to nature stand out. It shows wellness isn’t an occasional luxury—it can be woven into daily life.
According to Visit Sweden’s CEO, combining activity, culture, rest, and nature offers a soothing balm for both body and mind. Travelers will find culture and nature intertwined in clean air, serene forests, and relaxing rituals.
What This Means for Global Travel Trends
Sweden’s move could influence other destinations to promote travel as therapy. As wellness tourism grows, more countries may partner with healthcare sectors.
This campaign highlights how travel can be more than leisure—it can become preventative health, mental reset, and emotional restoration.
