Sweden invites tourists to experience… boredom

Photo caption — People move on the street in Stockholm, Sweden. Photo: AFP/TTXVN

In its new tourism campaign, Sweden wants people to slow down, put down their phones and immerse themselves in nature without any fixed plans.

Visit Sweden's year-end campaign features simple, relaxing experiences: from stargazing by the fire, watching wildlife, to patiently waiting for hours on an icy lake for a fish to bite.

Boring becomes the highlight

Visit Sweden said the message they wanted to convey was to create conditions for people to “slow down”, especially as a busy year comes to an end.

Moving away from the usual winter activities, the campaign takes visitors to quieter parts of Sweden where nothing else matters. In Sörmland, huts along forest trails invite visitors to seek absolute silence.

Hälsingland offers digital detoxes with spotty WiFi and little distraction. Lapland, on the other hand, offers a truly slow pace of life, with long nights that make it hard to cram too much into a day.

From lighting a fire, taking a walk, stargazing or admiring the aurora borealis, the Visit Sweden campaign sees those peaceful moments as its appeal, according to Euronews.

Even a long drive along the “Wild Road” (Vildmarksvägen) is enough to fill a day. This is Sweden’s highest paved road, passing through forests and mountains where reindeer roam freely.

Changing travel trends

In an age where news and entertainment are at their most dynamic, the “slow travel” trend is marking a major shift in the way many travelers seek out experiences for each trip.

Nature getaways, stargazing trips and exploring new, less crowded destinations are becoming increasingly popular, especially as many people desire more space and less fixed schedules.

The rise of “digital detox” resorts and completely isolated cabins reflects a similar trend toward slow living.

Last year, the term JOMO (joy of missing out) encouraged exactly the kinds of experiences that Sweden is promoting today. JOMO is the complete opposite of FOMO – the fear of missing out or being left out.

Sweden is not the only European country looking to attract tourists seeking a less crowded holiday. Croatia has been pushing tourists to explore coves and quiet coastal towns instead of crowding on popular islands.

Italy, which is struggling with overcrowding in many tourist destinations, has adopted a similar strategy in some of its coastal areas. The boot-shaped country has invited visitors to experience familiar landscapes at a slower pace and without the pressure of crowds.

Source: https://baotintuc.vn/the-gioi/thuy-dien-moi-du-khach-trai-nghiem-su-nham-chan-20251126171233322.htm