Visit Sweden launches a campaign inviting doctors to recommend the country's nature and wellness experiences as part of a healthier lifestyle.
Could your next doctor's prescription be a trip to Sweden? With its new campaign The Swedish Prescription, Visit Sweden is positioning the country as the world's first destination that can be recommended by healthcare professionals as part of a wellbeing plan. Inspired by the growing concept of "nature prescribing", the initiative encourages conversations between doctors and patients about the health benefits of spending time in nature.
Rather than replacing medical treatment, the campaign highlights evidence-backed experiences such as forest walks, sauna rituals, cold-water bathing, hiking, stargazing and the Swedish tradition of fika. Visitors can download a prescription form from Visit Sweden and discuss it with their doctor. While the initiative is not part of the public healthcare system or a reimbursable medical programme, it shines a spotlight on Sweden's outdoor lifestyle as a powerful ingredient for better mental and physical wellbeing.
