Sweden has launched a new tourism campaign that presents the country as a kind of natural remedy – the one that doctors can “prescribe” to help improve well -being.
As indicated by the BbcThe campaign, entitled The Swedish Prescription, highlights activities anchored in Swedish nature and culture that support mental and physical health.
Supported by medical experts and research in institutions such as Karolinska Institute, he promotes everything, forest walks and swimming of the lake with sauna sessions and coffee breaks known as Fika.
The idea is based on increasing scientific evidence that time in the wild can help reduce stress, stimulate mood and improve sleep and cognitive function. The rich natural landscape of Sweden – with more than 100,000 lakes and nearly 6,000 natural reserves – offers many opportunities for this type of restful experience.
The campaign even provides a downloadable “prescription” that visitors can bring to their doctor, listing suggested activities such as Sky Gazing, Food and Cold Diving.
“We live in a world of trouble,” said Steve Roberthaw of Visit Sweden. “Many people are struggling with stress and anxiety. It is a way of highlighting the advantages of the nature and lifestyle of Sweden. ”
Although it is presented with a touch of humor, the message behind the campaign is sincere: slowing down, going out and reconnecting with the natural world can have a real impact on well -being – and Sweden wants to help visitors do this exactly.
