Sweden Pioneers "Travel Prescriptions" to Boost Well-being

On November 12, 2025, Sweden launched a groundbreaking initiative called "The Swedish Prescription," which allows doctors to recommend travel as a form of therapy. The campaign, led by Visit Sweden, is based on the idea that certain activities like forest walks, saunas, and cold-water plunges can measurably improve health.

The program provides doctors with a downloadable "prescription form" that patients can take to their clinicians. While not an official medical program, the campaign is supported by research highlighting the benefits of spending time in nature and engaging in traditional Swedish wellness practices.

Sweden's natural abundance, with 70% of its land covered in forests and over 265 islands, makes it an ideal setting for this wellness-focused travel. Sauna sessions, long hikes, and the beloved fika coffee breaks are deeply ingrained in the Swedish lifestyle, reflecting the country's emphasis on balance and simplicity.

For doctors, this initiative offers a new approach to patient care, allowing them to suggest travel-based activities instead of defaulting to medication. Patients, in turn, can view these experiences as part of their personal health plan, backed by science and culture, rather than just an indulgence.