Take a big dose of Sweden on a regular basis, is the new medical advice from tourism stakeholders in the land of Abba, arboreal forests, and the midnight sun. A new initiative by Visit Sweden is encouraging people to ask their doctor to prescribe them a Swedish trip, drawing on scientific research showing the medical benefits of traditional Swedish pastimes such as cold-water dips, saunas, and forest bathing.
“Welcome to the first country in the world prescribed by doctors,” says an online document accessible to everyone across the globe. The idea is that anyone could download the “Swedish Prescription,” take it to their doctor, and ask for a referral – in other words, a doctor-recommended visit to Sweden and participation in a range of the activities that make up its Nordic lifestyle.
“Each activity reflects everyday Swedish habits with proven mental and physical health benefits,” the prescription explains. For example, biking is “ideal for an active recovery” and “has been shown to support cardiovascular health and reduce feelings of stress.” Forest bathing and foraging for wild food is “a mindful tradition that supports wellbeing, and the berries are deliciously healthy,” while sleeping under the stars for “a few nights in the Swedish outdoors can help reset the body’s circadian rhythm and increase your overall wellbeing.”
The activities are not all tough and outdoorsy either. Fika is also on the list as the “cherished Swedish habit” of taking “a moment to enjoy something small to eat and drink. It’s a chance to slow down and enjoy your company – without fuss or expectation. It’s about taking a real break, even from your phone. Linked to lower stress and better focus, a fika can be enjoyed anywhere. Try a cosy café during your stay or enjoy your fika in nature, as Swedes often do.”
Even listening to heavy metal music can be good for your health, according to this campaign, thanks to the way it “can enhance positive emotions and regulate anger.” Each claim is backed up with reference to research papers that prove the point.
While the Swedish Prescription may seem like a gimmicky promotion, and indeed, the small print makes clear it is “a marketing campaign,” it was developed in collaboration with Yvonne Forsell, Senior Professor at the Karolinska Institutet. What’s more, in some countries, “culture prescriptions,” “nature prescriptions,” and “social prescriptions” are, in fact, a real deal available from health practitioners and a survey shows almost two-thirds of respondents would consider following a doctor’s orders of this type. Would you?
