Forget pills and ointments—doctors can now recommend a trip to Sweden. The Nordic nation has launched a global-first initiative, “The Swedish Prescription,” positioning itself as the world’s first country that medical professionals can formally prescribe for health and well-being.

The innovative campaign, spearheaded by Visit Sweden and supported by medical research, encourages a global shift towards preventive healthcare by leveraging the restorative power of nature, culture, and lifestyle.

While the program is a tourism initiative and not part of the Swedish national health service (meaning travellers must cover their own costs), it is backed by a medical review from the prestigious Karolinska Institutet.

The concept is simple: patients experiencing stress, mild anxiety, or fatigue can now download a “medical referral” from Visit Sweden’s website and discuss with their doctor how a trip to Sweden could be a therapeutic intervention.

The “prescription” highlights three key areas of benefit, each with a list of recommended activities:

• Nature: Activities like forest bathing (to lower stress and blood pressure), cold-water swimming in the archipelago (to boost circulation), and foraging for berries.
• Lifestyle: Encouraging the Swedish concept of “lagom” (a balanced, “just right” lifestyle) and the ritual of “fika” (coffee and cake breaks to encourage social connection).
• Culture: Suggesting visits to tranquil art museums and engaging with the local music scene to elevate mood.

The campaign is directly underpinned by mounting scientific evidence supporting the benefits of nature, social, and cultural prescribing—where non-clinical activities are recommended as part of a wellness plan.

Dr. Stacy Beller Stryer, Associate Medical Director at ParkRXAmerica, and Dr. Sam Everington, Vice President of the British Medical Association, are among the global medical voices openly supporting the concept, noting that Sweden’s vast, clean natural environment and emphasis on work-life balance make it an “ideal setting for this kind of care.”

A recent YouGov survey commissioned by the tourist board also found that nearly two-thirds of international respondents would be open to following a nature prescription if recommended by a doctor, suggesting strong public appetite for non-traditional wellness remedies.

Visit Sweden CEO Susanne Andersson called the country “a natural health remedy,” adding, “We hope this initiative will help break down institutional and organisational barriers, ultimately benefiting all patients who can now ask their doctor to prescribe a visit to Sweden.”