Why Sweden Is Being ‘Prescribed by Doctors’ for Better Wellbeing

10 October 2025 — In an innovative twist to global tourism marketing, Sweden has launched a new campaign positioning itself as a natural remedy for stress, anxiety, and burnout, inviting visitors to experience the therapeutic power of nature in the Nordic country.

The campaign, titled “The Swedish Prescription,” playfully suggests that doctors could one day recommend a trip to Sweden as a form of treatment for mental and physical well-being. Backed by scientific research, the initiative highlights the health benefits of outdoor activities deeply rooted in Swedish culture and lifestyle.

According to reports by the BBC, the campaign is supported by medical professionals and research from leading institutions, including the Karolinska Institute. It emphasizes how spending time in natural environments — such as forests, lakes, and open landscapes — can lower stress levels, boost mood, and improve sleep and focus.

From peaceful forest walks and refreshing lake swims to rejuvenating sauna sessions and cozy coffee breaks known as “fika,” Sweden’s prescription for wellness focuses on slowing down and embracing nature’s simplicity. Visitors are even encouraged to download a “doctor’s note” that lists activities like sky-gazing, foraging, and cold plunges as part of the wellness experience.

“We live in a world filled with anxiety and uncertainty,” said Steve Robertshaw from Visit Sweden. “This campaign aims to remind people that reconnecting with nature, even for a short while, can profoundly improve well-being. Sweden offers an ideal setting for that transformation.”

The Nordic nation’s rich environment includes more than 100,000 lakes, nearly 6,000 nature reserves, and vast expanses of pristine forestland. The initiative taps into the growing global interest in eco-therapy and sustainable travel, where tourism is not only about sightseeing but also about personal renewal and mental health.

While the concept carries a sense of humor, the underlying message is serious — in a fast-paced, digitally driven world, nature remains one of the most powerful forms of medicine. By inviting visitors to immerse themselves in Sweden’s tranquil landscapes, the country hopes to redefine what it means to “travel for health.”