Visit Sweden has launched The Introvert Travel Agency, an online campaign aimed at travellers who want more control over when to socialise – and when to enjoy some space.
Rather than booking trips itself, the site uses a short quiz to suggest Swedish getaways and directs users to packages offered by external tour operators.
The campaign draws on a Visit Sweden-commissioned YouGov survey conducted in June and July 2026. It found that 67% of respondents preferred destinations where social interaction felt optional rather than expected, while 53% said they would pay extra for more peace, privacy or fewer crowds. Of those surveyed, 41% described themselves as introverts, 45% as a mix of introvert and extrovert, and 14% as extroverts.
“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. “The Introvert Travel Agency makes it easier to experience Sweden in your own way. Here, being social is an option, not an obligation.”
The campaign presents Sweden’s personal-space norms and access to nature as part of that appeal. Visitors can explore the outdoors under allemansrätten, the country’s right of public access, provided they respect wildlife, landowners and other people.
Alongside the online quiz, The Introvert Travel Agency will run pop-ups in Berlin from 14–17 October, Paris from 21–24 October and London from 28–31 October.
Note: Packages featured by the campaign are offered and booked through selected travel agencies, not the tourism board.