Visit Sweden continues to market Sweden as a tourist destination with humor. Now Visit Sweden wants to attract tourists with classic, Swedish boredom – as pure luxury.

In Sweden's winter darkness, silence and generous nature, boredom can become a long-awaited break. A little "boredom" is therefore a good starting point for recovery, new creativity and balance in life.

– What some may experience as boring and dreary, others see as luxury – and we have packaged this natural and easily accessible ”luxury” as an advantage of experiencing Sweden as a travel destination, says Susanne Andersson, CEO of Visit Sweden.

Marketing "boredom" as a luxury is a continuation of Visit Sweden's latest global marketing campaign "The Swedish Prescription", Sweden on a prescription for well-being.

Visit Sweden communicates "boredom" via its global sites, in its social channels and has sent out press releases in a number of countries about how visitors can be "bored" in the very best way: "Doing a little less might lead to your most meaningful experience of the year".

Several media outlets have already noted that Sweden is a good place to have a bit of a "long-term" life. Among others, the American Forbes has noted this phenomenon several times:

Sweden Wants To Become The World's Slow Travel Leader https://www.forbes.com/sites/davidnikel/2026/01/14/sweden-wants-to-become-the-worlds-slow-travel-leader/

And: Why Scandinavia Does Slow Travel So Well https://www.forbes.com/sites/davidnikel/2025/12/01/why-scandinavia-does-slow-travel-so-well/

The Independent: Why Sweden is hoping tourists will get bored when they visit https://www.independent.co.uk/travel/news-and-advice/sweden-boredom-slow-travel-benefits-b2873563.html

New Zealand Stuff: This country is really hoping tourists find it boring https://www.stuff.co.nz/travel/360904089/country-really-hoping-tourists-find-it-boring