From tours without a defined itinerary, zones without internet or isolated retreats, Sweden wants its visitors to embrace boredom and switch off the frenetic pace of everyday life.
Sweden is encouraging winter travelers to do less, slow down and embrace what it calls “delicious boredom” in a new national tourism campaign. The initiative, launched by Visit Sweden, encourages visitors to immerse themselves in tranquil natural environments and step away from the noise, schedules and distractions that often define modern life.
Instead of promoting typical winter attractions like skiing or busy Christmas markets, the campaign highlights relaxing activities designed to create space for calm. Travelers are invited to gaze at the stars by the bonfire, walk trails in the forest without a defined itinerarywatching wildlife or patiently waiting for a fish to take the bait on a frozen lake. The appeal is not in planning scripts, but in allowing the mind to rest, says .
According to Visit Sweden, the aim is to give people “permission to do less” later in the year. Many of the suggested destinations reflect this principle. In Sörmland, cabins near quiet forest trails offer profound solitude. Hälsingland promotes digital detox breaks in areas with minimal Wi-Fi and few outside distractions. In Swedish Lapland, the long winter darkness around Kiruna and Abisko naturally slows the pace, limiting daily activities and increasing opportunities to see northern lights.
The campaign aligns with a broader shift in global travel behavior. Slow travel, dark-sky tourism and secluded retreats have gained popularity as more people seek space, silence and relief from hyperconnected routines. The growth of digital detox vacation and the minimalist experiences of “JOMO” (Joy Of Missing Out) reflect the same desire for slower, more invigorating journeys.
Sweden is not alone in this change of position. Croatia recently encouraged visitors to explore quieter coves instead of its busiest islands, while some regions of Italy have promoted slower coastal itineraries to alleviate overtourism in popular tourist spots.
As winter approaches, Sweden hopes that “the joy of doing nothing” will become a compelling reason to head north.
