Sweden has launched a pioneering health initiative, becoming the first country to allow doctors to prescribe travel to improve patients’ health and wellbeing.
Doctors in Sweden can now prescribe travel to promote health and wellbeing
The campaign, developed by Visit Sweden, promotes the country’s natural landscapes, cultural traditions, and social activities as tools for preventive healthcare.
This concept builds on the growing global trend of “nature prescriptions,” where medical professionals recommend outdoor activities such as walks in green spaces to alleviate stress, boost mental health, and support physical fitness.
Susanne Andersson, CEO of Visit Sweden, said: “Sweden’s lifestyle and culture are ideal for promoting health and wellbeing, from access to forests and lakes to social traditions such as fika.”
The travel prescription initiative highlights specific activities believed to enhance health.
These include spending time in traditional Lapland saunas, which are said to improve sleep quality, taking cold-water dips in Sweden’s archipelago to support circulation, and hiking through the country’s extensive forests to reduce stress levels.
Visit Sweden points to research conducted by Karolinska Institutet, one of Europe’s leading medical universities, as evidence backing the health benefits of nature-based activities.
The campaign also draws on a YouGov survey that found two-thirds of respondents would increase their time spent outdoors if recommended by a healthcare professional.
Although the travel prescription programme is not currently integrated into Sweden’s national healthcare system, the campaign aims to position the country as a global leader in health-focused tourism.
It seeks to attract both leisure and business travellers by promoting the therapeutic potential of Sweden’s environment and lifestyle.
Health experts have increasingly recognised the benefits of “green prescriptions” worldwide, linking time spent in nature to reduced rates of anxiety, depression, and chronic illness.
Sweden’s initiative marks a formal recognition of this approach on a national scale, setting a precedent other countries may follow.
The campaign also ties into broader trends in wellness tourism, an expanding market that prioritises physical and mental wellbeing alongside traditional travel experiences.
Sweden hopes that by formalising travel as a health prescription, it can boost visitor numbers while encouraging healthier lifestyles.
Visit Sweden encourages doctors and healthcare providers to consider the natural and cultural experiences on offer as complementary to traditional treatments, reflecting a growing shift toward holistic, preventive health practices.
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