by Natasha Lair
Last updated: 10:00 AM ET, Tue September 29, 2026
Sweden is targeting travellers who would rather skip the small talk.
The new tourism initiative is built around independent travel, personal space and the freedom to opt out of social interaction.
The Introvert Travel Agency, launched by Visit Sweden, is an online resource designed to help travellers plan and book trips with fewer social demands and more opportunities to explore independently.
The concept follows a recent YouGov survey that found 41% of respondents identify as introverts, while 45% describe themselves as a mix of introvert and extrovert. Just 14% identify as extroverts.
Nearly half of those surveyed said they sometimes need a “vacation from their vacation” to recover after travelling, while 67% said they prefer destinations where social interaction feels optional rather than expected.
“For introverts, recharging is often less about being alone and more about having control over when and how we interact with others,” said Mattias Lundberg, a licensed psychologist and Associate Professor of Psychology at Umeå University.
“Environments with less social pressure, more personal space and the possibility to withdraw can make it easier to preserve and regain energy. Sweden naturally offers many of these qualities, which makes it particularly well suited to travellers who want to experience a destination on their own terms.”
Sweden has one of Europe's lower population densities, while its right of public access, known as allemansrätten, allows people to freely explore much of the country's countryside, provided they follow rules around respecting nature, wildlife and private property.
“Many travellers are looking for something surprisingly simple: the freedom to decide when they want company and when they don't,” said Susanne Andersson, CEO of Visit Sweden.
“Sweden has always offered that kind of space, in our nature, our cities and our social culture. The Introvert Travel Agency makes it easier to experience Sweden in your own way. Here, being social is an option, not an obligation.”
Along with its online presence, The Introvert Travel Agency will appear as a pop-up experience in three European cities this fall.
The pop-up will be in Berlin from Oct. 14–17, Paris from Oct. 21–24 and London from Oct. 28–31.
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