When Your Doctor Suggests “Go to Sweden” Instead of Pills

When the days get shorter and the cold creeps in, it's easy to wonder whether a change of scenery might fix everything for a while. A new campaign from Visit Sweden seems to think so—so much so that they’ve turned the idea of a wellness getaway into something that can literally be “prescribed” by a doctor.

Sweden is positioning itself not just as a travel destination, but as a scientifically backed remedy for modern burnout. The country regularly ranks high in global happiness and quality-of-life surveys, with its culture often praised for balance, connection to nature, and social belonging.

Now, Visit Sweden has released a document that people can actually take to their doctor—a mock prescription form outlining why a trip there could qualify as part of a wellbeing plan.

“Sweden is filled with activities that make you feel good,” the campaign says.

“A classic sauna activates your parasympathetic nervous system for profound relaxation.”

They even point out that in some northern regions, the sun stays up for 100 days straight,

“Just imagine what 24/7 light therapy could do for you.”

Despite the tongue-in-cheek delivery, the concept isn’t just a marketing gimmick. Visit Sweden worked with real scientists and mental health professionals to create what they describe as wellness interventions rooted in Swedish lifestyle habits.

Spending Time in Nature Can Reduce Stress and Improve Health.

According to the World Health Organization, spending more time in nature can help reduce stress, improve brain performance, and even lower the risk of physical illness. So, while the idea of getting “prescribed Sweden” may sound playful, the science behind it isn’t.

“We live in a world of turmoil. Many people are struggling to cope and are suffering from stress and anxiety,” says Steve Robertshaw, Senior PR Manager at Visit Sweden.“This initiative creates an opportunity to highlight the benefits of Sweden’s nature and lifestyle as a research-backed growing movement in patient care.”Visit Sweden

And as strange as it may sound, this type of approach isn’t entirely new. In the early 1900s, doctors often sent tuberculosis patients to the Swiss mountains, believing that fresh alpine air and rest would speed recovery. Today, “green prescriptions” are becoming more accepted, with some healthcare providers already recommending time outdoors as part of mental health treatments.

The Swedish “prescription” comes with six recommended experiences that doctors could, at least theoretically, suggest to their patients. The document also includes an appendix of studies and accredited sources validating the physical and mental benefits of each activity.

“The activities on this page are intended for healthcare professionals looking to prescribe a visit to Sweden or individuals planning a wellbeing-focused stay. Each activity reflects everyday Swedish habits with proven mental and physical health benefits,” the guide states.

The Science of Nature and Well-Being

Dr. Andrew Weil, a pioneer in integrative medicine, emphasizes the profound impact nature has on our mental health. In his book, 'Spontaneous Healing', he discusses how exposure to nature can reduce stress and anxiety levels. Research shows that spending time outdoors can lower cortisol levels, which is a key stress hormone. Dr. Weil states, 'Nature is not a place to visit. It is home.' This illustrates the importance of integrating natural environments into our lives for holistic well-being.

He recommends simple activities, like taking a daily walk in a park or practicing mindfulness in a garden, as effective methods to bolster mental health and decrease feelings of burnout.

Sweden’s Wellness Trends Blend Nature, Sleep, Saunas, and Even Metal Music for Emotional Release.

The suggested activities are a mix of nature therapy, movement, sleep reset, and even music immersion:

Cycling through Swedish landscapes is promoted as a way to support cardiovascular health and reduce stress.

Forest bathing, made particularly appealing given that 70% of Sweden is covered in trees, is said to lower blood pressure and boost concentration.

Sleeping under the stars is recommended as a way to realign your circadian rhythm and improve overall well-being, which is helpful for those whose sleep patterns have been disrupted by work, screens, or stress.

Saunas, a beloved Nordic tradition, are positioned as a way to tap into body-regulating relaxation systems and encourage deep physical release.

Then there’s the more unusual entry: immersing yourself in Sweden’s metal music scene. Yes, metal. The country is one of the world’s top producers of metal bands, and there’s research suggesting that even extreme genres like death metal can reduce anger and help listeners process strong emotions. “Catch a show and feel it for yourself,” the document says.

Visit Sweden

And if you think your doctor would never take such a recommendation seriously, there’s data suggesting they just might. A global YouGov survey found that 67% of medical professionals in the UK would recommend Sweden as a destination to improve wellbeing.

Of course, there's a catch: your doctor isn’t likely to actually cover your flight, and your insurance probably won’t sign off on cinnamon buns as a medical necessity.

Still, if you do end up wandering through pine forests, cycling past lakes, or headbanging your stress away at a Swedish metal show, you might return home with a quieter mind, even if you now crave meatballs and fika on a daily basis.

Whether it’s official or not, Sweden might just be the placebo we’re all secretly hoping will work.

Dr. Martin Seligman, a leading figure in positive psychology, explains how changing one's environment can significantly enhance overall happiness. His research indicates that travel not only offers a break from routine but also increases life satisfaction. 'Experiences, not possessions, create lasting happiness,' he notes. Engaging with different cultures and environments can provide new perspectives, making individuals more resilient to stress.

For those feeling overwhelmed, Seligman recommends short, mindful getaways, even if they are local. He suggests planning a weekend trip to a nearby nature spot to rejuvenate and reconnect with oneself, as this can lead to improved mental clarity and emotional well-being.

Overall, the idea of 'prescribing' travel for wellness reflects a growing recognition of the mind-body connection in healthcare. Experts like Dr. Brené Brown emphasize that vulnerability in seeking new experiences can lead to personal growth and authenticity.

She suggests embracing the discomfort that comes with stepping outside one's comfort zone. Travel, whether to Sweden or another destination, can serve as a powerful catalyst for transformation and healing, aligning with the principles of positive psychology and holistic wellness.