Swedish City Promotes ‘IQ Tourism’ for Mindful Travel Experiences
Visitors to Uppsala are invited to discover more about the area’s history from the Vikings to more modern day inventions like the Celsius scale.
Selfie tourism has taken over some of the world’s top destinations, with travellers queuing for hours to secure “the shot” without actually engaging with whatever it is they are pointing their camera at
One Swedish destination has come up with a novel way to combat the trend: An “IQ Tourism” programme.
Rather than pointing visitors towards the most photographed sights, Uppsala, a university city that’s just a 40-minute train ride north of Stockholm, is using an IQ symbol to direct them to experiences that offer “depth, clever stories, and unexpected layers of history”.
“We want curiosity to be the primary reason to travel here,” says Helena Bovin, head of marketing at Destination Uppsala.
“It’s a shift towards travel centred on meaning and context rather than just another experience to tick off a list.”
