Sweden breaks up again: How they turned silence and isolation into superb tourist storytelling

Silence as a new luxury.

Author  Goran Rihelj

February 18, 2026.
Sweden is officially the country with the most islands in the world, with an incredible 267.570. Although most of them are uninhabited, Visit Sweden has once again decided to channel this vast natural capital into a concrete tourism product through a new excellent campaign and narrative. But this is not just about numbers, it is about a strategic shift towards authenticity that offers direct lessons and...
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Author  Goran Rihelj

February 18, 2026.