Launched by Visit Sweden, the country’s official tourism board, the program is rooted in scientific research that proves nature, culture, and social activities can have measurable positive effects on health. The campaign leans on Sweden’s abundant natural assets—from vast forests and pristine lakes to serene archipelagos and sprawling national parks—along with deeply ingrained cultural habits like sauna bathing, cold-water plunges, and the slow-paced social ritual known as fika.
The idea is simple: Anyone interested can download a "medical referral" form from the Visit Sweden website and take it to their general practitioner. If the doctor agrees, they can issue a "prescription" recommending travel to Sweden and participation in activities designed to support stress reduction, improved circulation, better sleep, and overall well-being. Suggested experiences include forest bathing in the woods, wild swimming, watching the Northern Lights, or simply enjoying the atmosphere of quiet coastal towns.
View this post on InstagramDoctors from the US, the UK, the Netherlands, Germany, and more already support the program.
It's important to note, however, that the Swedish Prescription isn't a government-mandated health policy or insurance-covered benefit. Rather, it’s part of a destination-marketing campaign that uses research to spark conversations between patients and doctors about travel as a complementary wellness tool. The prescription doesn't subsidize trips or cover travel costs, but it does provide a medical-style framework that reframes travel as part of a holistic approach to health.
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