As the year draws to a close, Sweden’s ‘Switch Off and Restart’ concept may be just what we need, an invitation to revel in nothingness and embrace silence. The Scandinavian country is offering an alternative to our hyper-scheduled lives and appealing to travellers who want to ‘reboot’. As winter approaches, the campaign is steering visitors away from classic seasonal activities and towards the quieter corners of the country, where very little competes for attention.
Known as ‘The Swedish Prescription’ and designed to improve mental and physical wellbeing, the concept encourages travellers to ‘embrace boredom’ by following a doctor-style protocol involving Fika (a coffee break), saunas, forest walks and stargazing. Research cited by Visit Sweden suggests that periods of low stimulation help the brain to recover and counteract the effects of constant digital noise.
‘Embrace the silence’ is at the heart of the message. In a world where our attention is under constant attack, where phones serve as lifelines and work follows us around the clock, the idea of an intentional pause – of simply doing less – may well be the antidote to rising burnout levels, which have increased in line with our connectivity.
Sweden is one of Europe’s least populated countries, boasting vast forests, lakes, and protected natural landscapes which, according to the tourism board, offer ideal conditions for sleeping, relaxing, and reflecting. ‘There are plenty of things to do in Sweden,’ says Susanne Andersson, CEO of Visit Sweden. ‘But one of the best might be to come here, embrace the silence, and just be bored.’
Of course, boredom does not necessarily mean ‘doing nothing’. This campaign highlights slower, quieter forms of travel, such as going off-grid in a cabin in Sörmland and letting solitude carry you from dawn to dusk. It also encourages walking through forests where the scent of pine acts as a form of detox. In Lapland, where the days in winter are very short, the dark skies are perfect for stargazing and admiring the northern lights.
You don’t have to abandon winter pleasures either. Instead of overcrowded ski resorts, Sweden invites visitors to strap on snowshoes and walk through Jämtland, or to go ice fishing with locals on a frozen lake near Östersund. Food is part of the reset too, with options including grilled whitefish, reindeer meat and local dishes with northern roots.
Road trips along scenic routes such as the Blue Highway, stretching into Finland, or the Wilderness Road (Vildmarksvägen), winding through forests and mountains where reindeer may cross your path, are encouraged. One final piece of advice: if you’re travelling with others, agree in advance that no judgment will be passed between the driver and passengers.
@visitswedenofficial ✨ Treat yourself to a dose of boredom in Sweden ✨ This winter, skip the noise, the pressure and the endless to-do lists. Come to Sweden and make space to do… not very much at all. Because here’s the truth: boredom isn’t a flaw in your itinerary. It’s a feature. It’s the moment your mind slows down, your shoulders drop and your curiosity finally has room to breathe. It’s where clarity appears — often when you least expect it. From quiet forests and frozen lakes to long, peaceful nights, Sweden offers the perfect setting to rest, recharge and simply be. As Astrid Lindgren wrote: “One must also have moments just to sit and gaze.” So this season, why not do the opposite of “more, more, more”? Try a little less. Try boredom — the Swedish way. ✨ For more inspiration on how to give yourself a dose of boredom in Sweden, head to our website (link in bio). And don’t forget to save this post for your winter slow-down. ❄️🇸🇪 #VisitSweden #OfADifferentNature ♬ original sound – Visit Sweden
Boredom need not mean discomfort for those seeking a luxurious way to disconnect; Sweden offers remote spa retreats. These include the floating Arctic Bath in Lapland, the mountain hotel Fjällnäs with its lakeside rituals and the forest hideaway Stedsans, where saunas and wilderness baths can be enjoyed in near-total silence.
Visit Sweden has published a full list of suggested activities for anyone wishing to ‘restart their brain’. Those without the luxury of travelling north can apply the same principles at home.
The key takeaway from this new strand of tourism is simple: JOMO (the Joy of Missing Out) is a concept that is already influencing destinations from Croatia to Italy.
