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Sweden has become the first country in the world to ‘prescribe’ a visit to the country prescription to travellers. Sweden’s tourist board has introduced a research-backed marketing initiative that calls doctors to “prescribe” a visit to the country as a tool to support mental and physical wellbeing of a patient.

This is the first time something like this has happened. Branded ‘The Swedish Prescription ’, the project packages nature, lifestyle and culture into evidence-based activities which includes forest walks, cycling and sauna sessions, among others. The campaign is a communications initiative from Visit Sweden , which is Sweden’s official destination marketing organization.

What is the new campaign all about


Visit Sweden calls the programme a prevention, stress relief and mild mental-health campaign, instead of a clinical treatment. The organisation has identified three intervention themes which are nature, lifestyle and culture. Along with medical experts, they have collected evidence that these experiences can produce several health benefits.

The campaign website has a downloadable “prescription” document. Visit Sweden has also made it clear that it does not pay for travel or treatments; the prescription is only intended to inform shared decision-making between patient and clinician.

Who’s behind the idea


Yvonne Forsell of Karolinska Institutet , a senior professor, is the clinical reviewer of the health benefits presented in the pamphlet. It also lists an international group of physicians and researchers who support the idea of using nature to improve wellbeing. Visit Sweden presents the material as “research-backed” and designed to be a practical resource for health professionals curious about social or lifestyle prescribing.

The idea of clinicians prescribing non-medical interventions (green prescriptions) is not new in healthcare. Sweden has piloted social-prescribing models in primary care that show health benefits from nature exposure .

How the “prescription” works in practice

Visit Sweden’s downloadable document includes a one-page medical prescription that patients can print and bring to their GP. A physician who considers a lifestyle or wellbeing intervention appropriate could sign a referral and recommend a stay in Sweden to the patient. The campaign also offers activities like forest bathing and walking for stress and attention. They can also suggest ideas such as bike rides and active outdoor life for energy and circulation and cultural outings and fika for social connection.

What this means for patients


Swedish Prescription is an invitation to discuss lifestyle-focused options for increasing wellbeing. It may help normalise conversations about non-pharmacological supports such as nature exposure and social activities. This is for patients mainly.

For clinicians, the campaign can be a quick reference summarising relevant research and real-world activity ideas. However, it is not a clinical guideline from a health authority, nor a substitute for standard care.

Sweden’s move to position itself as the world’s first country “on prescription” is quite a clever move to attract tourists.

(Source: Visit Sweden)