Visit Sweden has launched The Introvert Travel Agency
Visit Sweden has launched The Introvert Travel Agency, a holiday planning concept for travellers who would quite like a break from making conversation.
Created by Prime Weber Shandwick, the campaign helps visitors discover and book quieter Swedish holidays, with less social pressure and more freedom to explore at their own pace.
The idea taps into a familiar holiday hangover. According to YouGov research cited by Visit Sweden, nearly half of respondents sometimes need a “vacation from their vacation”, while 67% prefer destinations where social interaction feels optional.
Sweden’s answer is to turn its respect for personal space into a tourism selling point. Coffee alone, comfortable silences and room to roam become reasons to book.
“Here, being social is an option, not an obligation,” says Susanne Andersson, CEO of Visit Sweden.
The agency is available online, with pop-ups scheduled for Berlin on 14–17 October, Paris on 21–24 October and London on 28–31 October.
It follows the tourist board’s Swedish Prescription campaign, which presented trips to Sweden as something doctors could prescribe. Both give the country’s scenery and slower pace a specific job: helping visitors come home feeling better than when they left.
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