In 2023, Visit Sweden proposed a “division of labour” for Sweden and Switzerland to avoid a common confusion – made even by global leaders and the New York Stock Exchange. In 2022, Visit Sweden requested to trademark its name to avoid mix-ups with the eight other places in the world called Sweden.

Now, it has taken a different, also provocative and immensely shareable, tack. The campaign, The Swedish Prescription, is calling up the benefits of the country’s natural abundance and life-affirming culture to become the first country in the world that doctors can prescribe.

Visit Sweden has even worked with a Swedish senior professor, Yvonne Forsell, to identify Swedish activities proven by science to help you feel better.

A downloadable medical referral fron Visit Sweden is available to present to their GP, encouraging doctors to recommend Sweden’s natural environment and lifestyle experiences to restore health and wellbeing.

This Swedish Prescription document draws on research highlighting the restorative power of nature, culture and social interaction – areas where Sweden consistently ranks among the world’s leaders. The referral notes (in great detail) the experience Sweden offers and the health & wellbeing benefits they bring – along with the scientific studies that support these.