Sweden is describing itself as “the world’s first country to which travel can be prescribed by a doctor” in a cheeky bid to lure tourists.

The campaign, called “The Swedish Prescription”, plays on the Nordic nation’s abundant natural environment and lifestyle attractions – offering travellers to consider a sauna in Lapland for better sleep quality, or cold plunges in the archipelago for improved circulation.

“The Swedish lifestyle naturally promotes wellbeing – from the free access to our stunning forests and lakes, to the fresh air, cooler summers, wholesome fika breaks and our vibrant cultural life,” Visit Sweden boss Susanne Andersson said.

Fika (“fee-ka”) means to sit down, have a chat, coffee and a baked treat. It’s more than a coffee break but not quite formal, and is an important part of Swedish culture.

The podcast A Swedish Fika defines it as “a way of recharging your batteries to relax for a short little while, and to collect yourself to go on with your day”, while Swedish food brand Himmelsö says it’s “a warm, kind and lovely way of bringing people together”.

The Swedish campaign also has a serious side. It is based on a YouGov survey from earlier this year, which found that most respondents hadn’t heard of doctors prescribing nature, social or culture prescriptions.

But two out of three of those asked would be open to following such a prescription.

Perhaps a cultural experience will lift the mood? Swedish tourism authorities think so. Photo: Visit Sweden

Stacy Beller Stryer, the associate medical director at Park RX America – a non-profit organisation that prescribes getting out in nature as a way to beat chronic health conditions – said nature, social settings and culture had restorative powers.

“Evidently, Sweden has these assets in abundance. I would welcome discussing with my patients how Swedish nature and lifestyle could benefit their health – and am open to prescribing a visit there if my patients request it,” she said.

The World Health Organisation also says nature plays a crucial role in human health and wellbeing. And so-called nature prescriptions, have increased as a preventive healthcare strategy, with studies showing benefits for physical and mental health – similarly for social and culture prescriptions.

“We have made great strides in making nature prescription a more integral part of public health – but there is much more to be done,” Beller Stryer said.

“I welcome Sweden’s initiative and hope it will help break down institutional and organisational barriers, ultimately benefiting all patients.”

The Swedish Prescription includes a list of scientifically vetted activities that can serve as a basis for patient-doctor conversations and facilitate doctors’ prescribing activities in Sweden to boost their patient’s health.

Along with fika, they include listening to birds singing to reduce stress and visiting museums to raise serotonin levels.