According to a recent tourism initiative, Sweden is “ the first country in the world prescribed by doctors.” In the cheeky marketing campaign, Sweden expands on how its saunas , nature, and 100 days of summer sunlight (rebranded as “24/7 light therapy”) support mental wellbeing. The initiative’s website even features MDs endorsing the program, stating that it provides “evidence-based ways” to support mental health. There is even a downloadable “prescription” form for doctors to “suggest personalized Swedish experiences” based on patients’ needs.

It’s no surprise that Sweden is using this tactic to increase tourism: Global wellness tourism has skyrocketed in recent years, while mental health treatment is one of the fastest-growing industries worldwide. Promoting a combination of the two is a logical next step.…