Sweden Wants Tourists to ‘Embrace the Silence’

Sweden wants tourists to ‘embrace the silence’

Sweden invites tourists to embrace boredom this winter

THE TOURISM department of Sweden is taking an amusing new approach when it comes to enticing holidaymakers to take a trip to their idyllic country: They are inviting visitors to come and get bored. “Treat yourself to a dose of boredom in Sweden,” reads their headline. “It might be just what you need to slow down, clear your mind and make space for curiosity.” With the fast pace of the holiday… Source

Sweden leverages 'boredom' as a reason to visit

Visit Sweden has unveiled a playful new campaign encouraging travellers to embrace boredom this winter, reframing stillness and quiet as a form of wellbeing. Olivia Palamountain reports Visit Sweden has launched an provocative invitation to travellers this winter: come to Sweden and be bored. The national tourism board is using the idea of ennui as a counterweight to the hectic festive season, positioning the country as a place where people can …