In a bold move for the travel industry, Sweden's official tourism board is actively encouraging visitors to do something quite unusual on their holidays: embrace boredom.
The new campaign, launched by Visit Sweden, promotes the idea that an empty itinerary and moments of silence are not just acceptable, but are key to achieving genuine wellness and mental recovery.
The Science Behind the Silence
The initiative is not merely a marketing gimmick; it is grounded in scientific research. Studies suggest that allowing the mind to be bored helps it to rest and recuperate from the constant stimulation and complexities of modern life.
Susanne Andersson, the CEO of Visit Sweden, firmly supports this approach. She stated that embracing silence and just being bored could be one of the best experiences the country has to offer its guests.
Your Guide to a 'Boredom' Holiday
So, what does a boredom-centric holiday in Sweden look like? The tourism board points to the nation's vast, sparsely populated landscapes as the perfect setting.
Visitors are invited to immerse themselves in the country's expansive forests and numerous lakes. Suggested activities for a truly restorative trip include:
- Undertaking a complete digital detox.
- Stargazing in the remote wilderness of Swedish Lapland.
- Taking slow, mindful walks in nature.
- Embarking on leisurely, unplanned road trips.
The core message is to slow down, disconnect from the digital world, and reconnect with oneself through simple, reflective activities.
A New Direction for Wellness Tourism
This campaign, announced on Thursday 27 November 2025, marks a significant shift in how a national tourism body defines a valuable holiday experience.
Instead of promoting a packed schedule of sightseeing, Sweden is betting on its natural tranquillity as its main attraction. It positions the country as an ideal sanctuary for sleep, deep relaxation, and personal reflection, offering a powerful antidote to a hyper-connected world.
