From ‘prescribed’ wellness to promoting boredom and silence, Sweden’s 2025 tourism campaigns reflected a country doubling ...

A sauna in Swedish Lapland for better sleep quality, or cold plunges in the archipelago for improved circulation? Two out of three respondents in a new international survey would be open to spending ...

Back in the 1980s, my left-leaning dad used to joke at the dinner table that if a certain right-leaning President were re-elected, we would be moving to Sweden. In his mind, the country of his ...

Though Sweden has a reputation as being ecologically-minded and nature-friendly, the nation has also become a ‘trophy hunter’s paradise’ that routinely flouts the European Union’s Habitats Directive, ...