Visit Sweden Campaign Highlights Rising Demand for Quiet Nature Travel
Visit Sweden has announced the winners of its “Your Swedish Island” campaign after receiving more than 2,200 applications from travellers across 100 countries.
The initiative invited people from around the world to apply for the opportunity to become temporary custodians of remote Swedish islands for one year. The campaign focused on promoting nature-based travel, quiet tourism experiences and responsible access to outdoor spaces.
According to Visit Sweden, the campaign attracted entries from more than half of the world’s nations.
Campaign Focused on Simplicity and Nature
The selected participants will not own the islands but will receive temporary rights to experience and care for them during the year.
The initiative was designed to highlight a slower and more nature-focused style of travel, offering visitors opportunities to disconnect from crowded destinations while remaining connected to local culture and communities.
Visit Sweden said the campaign reflects increasing global interest in outdoor tourism and less crowded travel experiences.
Survey Shows Interest in Escaping Crowds
A YouGov survey commissioned by Visit Sweden found that 44% of global respondents said they would be interested in escaping crowds by retreating to their own island.
The tourism board stated that the campaign particularly appealed to travellers interested in low-impact tourism, outdoor activities and restorative travel experiences.
Susanne Andersson said the response highlighted growing demand for nature, simplicity and slower-paced travel experiences.
Five Winners Selected from Different Countries
The five selected island custodians are:
- Bronwen Bird from Canada
- Eric Holmer from the United States
- Miriam Wiskemann from Germany
- Freek van Heertum from the Netherlands
- Jonathan Scyboz from Switzerland
The islands are located across regions including the Stockholm Archipelago, Halland, West Sweden and Swedish Lapland.
Winners Receive Travel and Stewardship Support
Each winner will receive:
- A one-year right to use one of the selected islands
- A travel voucher for two people to Sweden
- An official island custodian diploma
- Guidance on responsible nature access and stewardship
The islands will remain public land and accessible under Sweden’s Right of Public Access system, known as Allemansrätten.
Partnership Highlights Sustainable Tourism
The initiative was developed in partnership with National Property Board of Sweden.
According to Visit Sweden, the programme was created to showcase lesser-known parts of Sweden and encourage sustainable tourism practices linked to nature access and environmental responsibility.
The tourism board also noted that Sweden’s island destinations remain open to travellers even if they were not selected as custodians through the campaign.
Sweden Continues Promoting Nature Tourism
The campaign forms part of wider tourism efforts promoting Sweden’s landscapes, outdoor experiences and low-density travel opportunities.
With thousands of islands across the country, Sweden continues to market itself as a destination for travellers looking for nature-focused experiences away from heavily crowded tourism centres.
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