In a counter-intuitive move for the travel industry, Sweden is actively encouraging tourists to visit its shores with the specific aim of getting bored.
The national tourism board, Visit Sweden, has launched a new campaign promoting the health and wellness benefits of slowing down and embracing an empty schedule. The initiative is grounded in scientific research suggesting that boredom helps the brain recover from the constant stimulation of modern life.
The Science of Slowing Down
Susanne Andersson, the CEO of Visit Sweden, explained the unique proposition. "There are plenty of things to do in Sweden," she stated. "But one of the best might be to come here, embrace the silence, and just be bored."
The campaign positions Sweden, with its vast forests, countless lakes, and status as one of Europe's most sparsely populated countries, as the perfect backdrop for sleep, deep relaxation, and personal reflection. The concept of boredom here doesn't necessarily mean complete inactivity, but rather a shift towards quieter, more mindful experiences.
How to Experience 'Productive Boredom' in Sweden
For travellers keen to try this new form of wellness, Visit Sweden suggests a range of activities designed to decelerate the pace of life. These include:
- Going off-grid in a remote, secluded cabin.
- Embarking on a stargazing adventure in the pristine darkness of Swedish Lapland.
- Taking slow, deliberate walks on snowshoes around the country's ski resorts.
Foodies can journey north to seek out traditional, slow-prepared foods like grilled whitefish, smoked souvas, and reindeer meat. Meanwhile, those seeking a more luxurious form of boredom can indulge in cold bathing at spa hotels and bath houses, such as those found in the city of Helsingborg.
For a truly meandering experience, the tourism board also suggests leisurely road trips along the Blue Highway, a scenic route that connects Sweden to Norway and Finland, as a perfect antidote to a frantic city break.
The Rise of the Slow Travel Movement
This Swedish initiative taps directly into the growing global trend of slow travel and wellness breaks. For years, an increasing number of holidaymakers have been swapping action-packed itineraries for trips that revolve around fewer activities, digital detoxes, and simply switching off.
This approach prioritises mental restoration over ticking off a checklist of sights. For travellers with the luxury of time, Visit Sweden has published a more extensive list of inspiration on how to enjoy the cognitive and emotional benefits of boredom across the country's diverse landscapes.
