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 season - wrapping presents, cooking elaborate meals, seeing friends and family, all while planning trips, parties, and working around schedules - Sweden's tourism department is inviting visitors to come to their country, take a breath, be in nature, be at peace ... and be bored.
"When you give yourself a dose of boredom, you create space to reflect on what truly matters and let curiosity take the lead," states the article, citing American author and Harvard professor Arthur C. Brooks, who claimed that we need boredom to allow the brain to rest and recharge. In the uber-connected, attention span-ruining world of social media, it can be a Herculean task simply to stop scrolling, let alone let your dopamine receptors rest enough to become bored. In light of this, Sweden is taking it up a notch: it is the "perfect place to be bored."
Sweden is one of the most sparsely populated countries in Europe, with breathtaking forests, thousands of lakes, and occasionally, a front-row seat to the famed Northern Lights phenomenon. As such, Swedish people live by a mindset called lagom, or "just the right amount." This means they work, have fun, appreciate nature, and yes, embrace boredom, with a perfectly balanced lifestyle that offers the brain a much-needed respite.
With accessible nature, a darkness that brings out the stars, and little hustle and bustle of traditional city life, Sweden is the perfect location for relaxation, sleep, reflection, and of course, doing absolutely nothing. "Here, boredom isn't a flaw in your itinerary," states the article. "It's a feature."
For many of us, it can be hard to remember the last time we went to bed with nothing to do the next day. In Sweden, it is a perfect holiday plan. One of Sweden's many off-grid cabins with no TV, no Wi-Fi, and no crowds is sure to do the trick for a do-nothing, cozy, lazy day.
Of course, Sweden's infamously dark winters can sound intimidating to even the most seasoned of hermits, but the Tourism Department assures visitors they will love it. "The less the sun shows up, the more beautiful everything gets." From mid-December to mid-January in Sweden, the sun doesn't rise at all, but it is not pitch black either ... far from it. The sky instead glows with different shades of colours, from navy blue to pink. And of course, visitors may hit the jackpot and witness the ethereal beauty of the Northern Lights while they're there.
The Tourism Department also makes sure to mention the incredible nature hikes and guided trails available in Sweden, with the possibility of encountering a new discovery ... or nothing at all. With true silence, frost gathering on the trees, and animal tracks to follow, Sweden is offering a dose of nature to their bored visitors.
Slow, unrushed meals, monotonous road trips, and the literally numbing ice baths are all listed as perfectly boring activities to get visitors excited about their upcoming humdrum holiday in Sweden. However, there is one activity called the "masterclass" in doing nothing in Sweden: Ice fishing.
"Ice fishing is mostly waiting. Sometimes for hours. And that's the point," states the amusing listicle.
With the bold campaign, Sweden's Tourism Department manages to make even boredom look enticing. This winter, a holiday of ennui may be just the ticket to come back from the holiday refreshed, with a clear mind, and with much less weighing on your shoulders.