A sauna in Swedish Lapland for better sleep quality, or cold plunges in the archipelago for improved circulation? Two out of three respondents in a new international survey would be open to spending ...
From ‘prescribed’ wellness to promoting boredom and silence, Sweden’s 2025 tourism campaigns reflected a country doubling down on nature-based calm. Senior Contributor. Forbes contributors publish ...
Visit Sweden has said the initiative is about sharing ‘a very Swedish perspective on freedom and responsibility in nature’.
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