Sweden – The first country in the world to be prescribed by doctors – Image: Visit Sweden
Just when Swedish flatpack furniture giant IKEA makes its mark in New Zealand with the opening of its first shopping centre in Auckland, the nordic country’s tourism organisation proclaims Sweden is now also the first country in the world recommended by doctors: Visit Sweden says in its latest international marketing campaign that spending time in nature and engaging with culture are evidence-based ways to support both mental and physical health and Sweden is to promote this restorative approach further.
According to the nordic tourism organisation, the three health benefits of Sweden are easing stress, balancing everyday life and lifting your spirits, which are confirmed by real doctors with references on Visit Sweden’s website: “If a patient asked for ways to manage stress or improve wellbeing, I would support a prescription for Sweden. Its access to nature and related cultural practices align with what works for mental and physical health,” says a Dr. Stacy Beller Stryer.
Improving health consistently tops the list of New Year’s resolutions according to surveys from polling institutes like YouGov (UK) and YouGov (US). Sweden says it has a lot to offer to travellers looking to relax, restore and boost their physical and mental health.
Ranked as a global leader in quality of life and consistently named one of the happiest countries in the world, Sweden is more than just a scenic escape, according to Visit Sweden: It has been shown to support measurable health outcomes and a lifestyle centred on balance and belonging,
Upcoming: Exploring sustainable solutions in Skellefteå
From 27 May to 9 June 2026, Skellefteå in northern Sweden, will host a 14-day event focused on sustainable solutions. Rooted in the Skellefteå 2030 strategy, the Expo highlights environmental, economic and social sustainability, with a special emphasis on social cohesion.
Residents, businesses, researchers and policymakers will gather to exchange ideas, test solutions and build collaborations that reach beyond Sweden’s borders. Expect discussions, demonstrations and projects that aim to create real impact—locally and globally.
The event will also be the inauguration of the Wasteland Climate Action Park, a new civic environment for art, architecture, climate research, industry and social inclusion – including the artwork Crystal Sauna by renowned architect duo Bigert & Bergström.
The Crystal Sauna is both an art installation and an actual sauna that can hold twelve people and is powered by a battery heater – Image: Visit Sweden/Skellefta.se
2026 Pass the pinot: Sweden’s 10k wine run that is more sip than sprint
Skåne, one of southern Sweden´s wine regions, is launching a unique experience aimed squarely at sophisticated travellers: the Kullahalvön Winter Wine Run on 24th January.
Designed to be fun rather than a serious competition, this 10-kilometre course ensures participants experience the destination’s nature and “become familiar with the area’s wine production”. The event features several designated stops for wine tasting along the route.
The run is a collaborative effort between local businesses, including Kullabergs Vineyard, Arilds Vineyard, and Hotel Rusthållargården, aiming to prove that Kullahalvön is a vibrant year-round destination, not just a summer stop.
The format is highly hands-on and simple: Participants start simultaneously from four different locations—the participating hotels and vineyards—which also serve as the wine tasting stations. This avoids long queues. Organisers emphasise that the event differs from other running events in every way except the actual moving, whether that be “running, or jogging, or lumbering”.
Taking inspiration from the festive French Marathon du Médoc, runners are also encouraged to wear fancy dress. The focus is on the quality of the experience (targeting 250 participants), and the event is already generating significant interest, leading to “significantly more bookings” than typical January weekends for participating hotels. Post-run, runners can head directly to their hotel room for a shower before enjoying the evening dinner and prize-giving.
Think of the Kullahalvön Winter Wine Run less like a standard road race and more like a carefully curated gallery tour where the art is fine wine and the movement between exhibits is a picturesque coastal jog.
More information: Grand Hotel, Mölle
Annual Ice Swimming World Cup 2026 in Sweden – Image: Visit Sweden/Olaf Schneider
Upcoming: The Winter Ice Swimming World Cup 2026
Taking a dip in icy water is not for everyone, and actually donning a bathing suit to swim a race over 20, 50, 100 or 200 metres surrounded by ice, probably less so. But thankfully, visitors are welcome to just cheer from the sidelines or enjoy some of the other competitions that take place between 27 February and 1 March, like listening to a poem recital or a piece of music while the artists stand in an ice hole.
(NAN/Visit Sweden 5-12-25)
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