Sweden has launched a new tourist campaign that presents the country as a kind of natural remedy – one that doctors can “prescribe” to improve well -being.
As reported by the BBCThe campaign, entitled The Swedish recipe, emphasizes activities that are rooted in the Swedish nature and culture that are demonstrated to support mental and physical health.
Supported by medical experts and research from institutions such as the Karolinska Institute, promotes everything, from forest walks and more swimming to sauna sessions and coffee breaks known as Fika.
The idea is based on growing scientific evidence that time in nature can help reduce stress, increase mood and improve sleep and cognitive function. The rich natural landscape of Sweden – with more than 100,000 lakes and nearly 6,000 nature reserves – offers many opportunities for this kind of recovering experiences.
The campaign even offers a downloadable “recipe” that visitors can bring to their doctor, with a list of proposed activities such as Sky Stares, foraging and cold plungs.
“We live in a world of unrest,” said Steve Robertshaw of Visit Sweden. “Many people struggle with stress and fear. This is a way to emphasize the benefits of the nature and lifestyle of Sweden.”
Although they have presented a touch of humor, the message behind the campaign is sincere: slowing down, going outside and reconnecting with the natural world can have a sincere impact on well -being – and Sweden wants to help visitors to do that.
