Sweden encourages visitors to travel to the country – in search of boredom.
The tourism board has launched a campaign to promote the slow down, next to nothing work and health benefits of having an empty schedule.
Based on scientific research, which states that boredom helps the brain escape from the complexities of everyday life, this Scandinavian country has established itself as the best place to escape.
As one of the least populated countries in Europe, with vast forests and countless lakes, the tourism board declared that Sweden is the perfect environment for sleep, relaxation and reflection.
“There is so much to do in Sweden,” says Suzanne Andersson, CEO of Visit Sweden. “But one of the best might be to come here, embrace the silence, and just be bored.”
Visit Sweden explained that while boredom doesn’t mean doing nothing, it can mean taking a more relaxed or slower vacation, through a digital detox or a vacation in nature.
Tourists may prefer to go off the grid in a remote cabin, go on a stargazing adventure in Swedish Lapland, or snowshoe on ski slopes.
Other options include traveling to the north of the country in search of traditional dishes, such as grilled and smoked whitefish. souvenirs, or reindeer meat
Meanwhile, those looking for a luxurious retreat may take a refreshing dip in spa hotels and bath houses, such as those found in Helsingborg.
Relaxing road trips along the Water Highway, which connects the country to Norway and Finland, are also suggested as an antidote to fast-paced city breaks.
Slow travel and wellness retreats have been on the rise for years, replacing busy travel with vacations that revolve around less activity and downtime.
For those with the luxury of time, Visit Sweden has published a larger list of inspirations on ways to enjoy the benefits of laziness around the country.
Read more: Doctors now prescribe Sweden – that’s what happened when I abandoned my phone for the Scandi wilderness.
