Staring into a fire deep in the woods. Watching the stars stretch over Arctic skies. Waiting on a frozen lake for a fish that may never bite. In Sweden, boredom isn’t a problem – quite the opposite, says Visit Sweden, which this winter is leaning into a quietly growing trend in wellness and travel: boredom as a form of luxury – where stillness and silence aren’t just accepted, they’re encouraged.
Recalling the words of Swedish author Astrid Lindgren in 1964, who wrote: “And then you also need some time to just sit and gaze,” the tourist board observes that as inboxes overflow and end-of-year burnout sets in, that idea feels surprisingly modern.
As such, the Nordic nation is now embracing boredom as a travel concept – offering space to “disconnect, slow down, and do… almost nothing,” says Visit Sweden, an organization known for its cheeky tourism marketing (such as its recent satirical “We’re not Switzerland” campaign).
But its boredom bona fides are serious, with the tourist board citing a wealth of research from the likes of the Mayo Clinic, the Child Mind Institute and others, that suggest people are increasingly struggling to process the sheer volume and complexity of information in today’s world and that, conversely, boredom helps the brain recover, sparks creativity, and invites deeper thinking.
“You need to be bored,” says Harvard professor Arthur C. Brooks.
A recent study from the Swedish University of Agricultural Sciences even found that passively watching moose migrate across a river can lower stress levels (annual moose migration live streams are popular in Sweden).
Global trend
Meanwhile, as wellness travel continues to surge and nature-first experiences in high demand, according to the 2025 WTM Global Travel Report, boredom fits neatly into rising global trends like digital detoxing, forest bathing, and the move toward “quiet luxury.”
“In Sweden, the setting is already here: darkness, silence, fresh air – and permission to do less,” says the tourist board.
Why Sweden is boring
Sweden is one of the most sparsely populated countries in Europe, with vast forests, clean air, and thousands of lakes freely accessible to everyone. The national “lagom” mindset encourages balance – including time for boredom.
“There’s plenty to do here,” maintains Susanne Andersson, CEO of Visit Sweden, “but one of the best things might be to embrace the silence – and just be bored.”
How to be bored Sweden
Intentional boredom doesn’t mean inactivity – it means fewer plans, slower pace, and more time to reflect. Here are some of Sweden’s best low-stimulation experiences:
Go off grid in the woods: Unplug in a remote cabin, surrounded by nothing but nature.
- Hop Farm Beach, Hälsingland – Digital detox cabin where forest meets shore, two hours north of Stockholm Arlanda Airport.
- Landet Stay, Sörmland – Architect-designed cabins surrounded by archipelago nature, less than an hour south of Stockholm.
- Hyssna Forest Resort, West Sweden – Choose between treetop, cliffside or creekside cabins, all with private outdoor spa. Less than an hour from Gothenburg.
Stargaze in Swedish Lapland: Where winter nights stretch endlessly, and the skies often put on a show.
- Kiruna – Sweden’s northernmost city, with over 25 days of polar night, makes a great backdrop and basecamp for sky-gazing.
- Jukkasjärvi – Home to the world’s first ICEHOTEL, this village with 800 locals and 1,000 dogs offers plenty of frozen charm.
- Abisko – Nestled between mountains and right by a national park, it’s known as one of the world’s best spots to see the Northern Lights.
Snowshoe into the stillness: Get moving, slowly.
- Björkliden, Swedish Lapland – A small ski resort with grand surroundings. Join a daytime hike up the mountainor a Northern Lights tour to a traditional lavvu.
- Åre, Jämtland – Skip the ski crowds and join a guided gastronomy walk with local flavours, or hike above the treeline to an igloo for lunch.
- Dalarna – Walk alongside a tame reindeer from Sweden’s southernmost Sámi village, or hike to the Njupeskär waterfall and say hello to Old Tjikko, the world’s oldest tree.
Drive, don’t rush: Leave traffic behind on remote, meditative routes.
- The Wilderness Road (Vildmarksvägen) – Sweden’s highest paved road, forming a remote circular route through forest, mountains and reindeer territory.
- The Blue Highway (E12, Blå vägen) – Winds from Norway to Finland through snowy, mountainous terrain.
- The Northern Lights Road (Route 99) – Said to be a dream road for aurora hunters, and anyone in need of a mental reset, follows the Torne River from Haparanda to Karesuando.
Ice fishing – A masterclass in doing nothing: Stillness, solitude, and maybe a fish.
- Lake Storsjön, Östersund – A local favourite for those heading out on their own. Perch, trout and whitefish hide beneath the ice, and local fishing shops can help you gear up with equipment and advice.
- Sälen, Dalarna – Join a guided tour to learn the basics, drill your own hole, and cook your catch over open fire.
Slow food, Swedish style: Outdoor dining, wild flavours, no rush.
- Tastes and tales of Sápmia Huuva Hideaway in Swedish Lapland
- Traditional whitefish grilling at Kukkolaforsen, right on the border with Finland
- Slow dinner by the river at Knystaforsen in Halland, home to a Michelin star and a Michelin green star, where the team prefers cooking outdoors over embers.
The slow art of cold bathing: Cold plunges meet calm minds.
- Arctic Bath, Swedish Lapland – A spa hotel floating on the Lule River, designed to honour the region’s logging history.
- Varberg, Halland – An iconic wooden cold bath house dating back to the 1800s, perched above the Kattegat with sweeping sea views.
- Helsingborg, Skåne – Possibly Sweden’s most dedicated cold bathing city, with three bath houses and an annual Cold Bath Week (which actually lasts 12 days) to celebrate the joy of freezing – sorry, bathing.
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