Sweden’s Stay Quiet Campaign Promotes Silence in Nature

In October 2023, Visit Skåne launched an innovative tourism initiative called the Stay Quiet campaign, aimed at combating noise pollution in Sweden. The southern county of Skåne offered a unique opportunity for travelers to experience a few days in a forest cabin, free of charge, with one stipulation: participants had to keep noise levels below 45 decibels, equivalent to the sound level of a quiet library. This campaign not only seeks to highlight the detrimental effects of noise on well-being but also promotes the idea of finding peace in nature.

Josefine Nordgren, project manager for Visit Skåne, underscores the seriousness of noise pollution, describing it as one of the most underestimated environmental issues today. “Studies show that constant exposure to noise increases stress, disturbs sleep, and affects both physical and mental health,” she states. Nordgren emphasizes the restorative effects of nature, noting that it can lower heart rates, enhance focus, and help individuals recover from stress.

The Stay Quiet campaign aims to provide participants with an immersive experience in sound-free environments. “This initiative became a kind of living experiment to see how participants would feel after spending a few days surrounded by nature, without screens, distractions, and noise,” Nordgren explains. The campaign also promotes a broader message: modern travel doesn’t have to be about constant activity. According to Nordgren, “Sweden, and Skåne in particular, offers something increasingly rare in the world: access to true stillness.”

The concept draws on Sweden’s unique public right known as Allemansrätten, which allows individuals to roam freely in nature, including on private land, as long as they do so respectfully.

More than 200 applications from 30 countries were received in response to an international call for participants. Three pairs were ultimately selected, representing Denmark, Germany, and the UK. Among them was Johanna Holm, a student from southern Germany, who applied for the challenge alongside her sister. “Everyday life can be really fast and loud, so I thought this challenge could bring us back more to ourselves and to nature,” she shared.

Holm and her sister’s experience in the cabin was marked by the challenge of maintaining silence. The rule of keeping sound levels below 45 decibels was manageable, although they had to communicate in whispers. “For us, staying quiet in this peaceful part of nature just felt like the only right thing to do,” Holm remarked, adding that the only loud noise she wished to make was one of pure happiness.

With cooking over an open fire, writing letters, and reflecting on their surroundings, the sisters discovered numerous ways to enjoy their time without the distractions of technology and noise. “It was full of new adventures and experiences, like going deep into the forest in the middle of the night without lights and feeling so connected with the nature around us,” Holm explained. She noted that the experience left her feeling balanced and calm, emotions she had not felt in a long time.

Holm’s weekend in the cabin was deemed successful, aligning with the campaign’s goals. Nordgren stated, “The idea was never about strict silence but about awareness, helping guests understand how their own sounds interact with nature’s, and how stillness feels when it’s real.” Holm plans to carry this newfound tranquility into her everyday life. “I felt so incredibly calm, happy, empowered, and fulfilled during those days in the cabin,” she said. “I now want to find a place like this for myself and my friends and family as well.”

Through the Stay Quiet campaign, Visit Skåne highlights the importance of silence as a resource for both human well-being and sustainable tourism. As travelers increasingly seek genuine experiences, this initiative serves as a reminder that sometimes, the most profound journeys are those taken in silence.