Sweden: first country to be "prescribed by doctors"

National marketing agency Visit Sweden brings on a tongue-in-cheek 'prescription' in this campaign. It explains that: "Here, life is rooted in balance, with effortless access to both nature and culture, making Sweden the perfect place to reset your mind and body. Together with Senior Professor Yvonne Forsell, we’ve highlighted science-backed activities that genuinely improve well-being. Welcome to a destination of a different nature". In the last few seconds, the parody steps up as a speeded-up voice lays out possible 'side effects' of the treatment - these may include urges for meatball dinners and actual human connection.... The Swedish tourism industry - an important contributor to the economy which is projected to generate around $7 billion in revenue in 2025. - is experiencing an upswing in international visitors, especially from Germany, Norway, and the United States.

Keywords: 'The Swedish Prescription', Swedish tourism, Visit Sweden, Prime Weber Shandwick