Sweden is redefining winter travel with an unexpected message: come here to do less. In a world overwhelmed by constant noise, notifications and stress, the country is positioning itself as the antidote — a place where silence, slow walks and unplanned moments become the new form of luxury.
Its new Visit Sweden campaign encourages travellers to forget itineraries and immerse themselves in nature at a slower pace. Activities are intentionally simple: stargazing, sitting by a fire, watching wildlife, listening to the wind, or waiting patiently for a fish to bite on a frozen lake.
Why boredom is the goal
The aim, Visit Sweden explains, is to give people the space to unwind at the end of a busy year. Instead of highlighting action-packed winter sports, the campaign focuses on Sweden’s quiet corners — where distractions disappear and calmness takes over.
The shift toward slow travel
In an era dominated by constant information flow, slow travel is becoming a major trend. Nature escapes, dark-sky trips and off-the-map destinations appeal to travellers seeking room to breathe.
Last year, the term JOMO — the “joy of missing out” — became a symbol of this shift. Sweden embraces it fully: a short snowshoe walk in Jämtland or an easy afternoon fishing near Östersund requires no special gear and no tight schedule.
Other European destinations follow similar trends. Croatia promotes quiet bays and small coastal towns over its famous islands. Even Italy encourages travellers to explore less crowded parts of its coastline for calmer, slower holidays.
Winter 2025/2026: silence as the new luxury
Sweden is betting that this message will resonate with weary travellers. In a season traditionally filled with noise and obligations, choosing stillness may become the most appealing reason to visit Scandinavia.
In Sörmland, cabins along forest trails offer true solitude. In Hälsingland, digital detox escapes come with limited Wi-Fi and minimal stimulation. In Lapland, long hours of darkness around Kiruna and Abisko naturally slow travellers down.
The campaign presents firelight, snow, starlit skies and the Northern Lights as experiences in their own right — not signs of inactivity. Even a slow journey along Wilderness Road (Vildmarksvägen), Sweden’s highest paved road through forests, mountains and reindeer territory, can fill a winter day with unforgettable moments.