Stockholm – September 29, 2026 -- Visit Sweden has launched The Introvert Travel Agency, a new service designed to help travelers plan trips with minimal social pressure and more control over solo time.
Survey data shows most travelers want optional, not expected, socializing
A YouGov survey commissioned by Visit Sweden found that 67% of travelers prefer destinations where social interaction feels optional. The same research shows 53% would pay extra for more peace, privacy or fewer crowds, while 41% of respondents identify as introverts, 45% as a mix of both, and only 14% as extroverts. Nearly half of respondents said they sometimes need a "vacation from their vacation" to recover after traveling.
A psychologist says Sweden's low crowd density supports recovery
Mattias Lundberg, a licensed psychologist and Associate Professor of Psychology at Umeå University, said recharging for introverts is often about controlling when and how they interact with others rather than being entirely alone. He said environments with less social pressure and more personal space make it easier to preserve energy, calling Sweden particularly suited to travelers who want a destination on their own terms.
Visit Sweden points to allemansrätten, the country's right of public access, which lets visitors explore nature independently, alongside a low population density and a culture where drinking coffee alone draws no attention.
The service will tour three European capitals as a pop-up this October
The Introvert Travel Agency is live online and will also appear as a pop-up experience in Berlin from October 14 to 17, Paris from October 21 to 24, and London from October 28 to 31. Susanne Andersson, CEO of Visit Sweden, said the agency makes it easier to experience the country on personal terms, where being social is optional rather than obligatory.