Could visiting this country boost your health?

#Sweden has teamed up with doctors for a new ad campaign about the health benefits of a visit, billing itself as ‘the first country in the world that doctors can prescribe’. The claims have some grounding in fact, as scientific studies confirm the advantages offered by Swedish habits such as cold plunges, foraging and ‘forest bathing’. Across the tourism sector, people are spending more of their vacation doing things, rather than just looking at them. By 2030, the majority of tourists globally will be millennials or Gen Z, and two thirds of 18 to 35-year-olds say they find spending money on experiences more fulfilling than buying an item of the same value. The World Economic Forum’s Beyond Tourism initiative aims to foster more resilient, responsible and inclusive #travel and #tourism, which adapts to the changing needs of travellers, while empowering them to make responsible, informed choices. Learn more: https://initiatives.weforum.org/experience-economy/travel-and-tourism