Visit Sweden is championing a new travel approach called 'Hands-On' travel, designed to help visitors swap digital distractions for active engagement with Swedish traditions. This initiative comes as 41% of travellers now seek to return home with a calmer nervous system, according to the Amadeus Travel Dreams 2026 report. By focusing on physical involvement rather than passive observation, Sweden aims to meet the growing global demand for mental recovery.

The concept encourages travellers to immerse themselves in activities such as baking traditional cinnamon buns, painting Dala horses, and foraging for berries. These experiences are not only memorable but also support mental recovery by directing focus away from digital distractions. "Travellers increasingly value experiences they can actively participate in rather than simply observe," said Susanne Andersson, CEO of Visit Sweden.

Several participatory holidays are available, including the Sámi Folk Craft experience in Jämtland and Craft Island in the Stockholm Archipelago. These offer opportunities to engage directly with local traditions and crafts, providing a deeper cultural connection. For those seeking adventure, the Kayaking East Sweden experience allows travellers to paddle through the archipelago's 6,000 islands, offering a unique perspective on Sweden's natural beauty.

Visit Sweden's initiative aligns with findings from the American Express Global Travel Trends Report, which states that 82% of travellers believe learning a new skill makes a trip more memorable. By prioritising active participation, Sweden offers a travel experience that fosters creativity and well-being, appealing to those looking to disconnect from the digital world

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