Spellbound by Sweden

Can you attract tourists by scaring them away? In a category defined by sight-seeing and perfect Instagram moments, Sweden tuned into the buzz around mysticism and occultism to stake its claim as a nature destination. Sweden’s mythology-steeped nature was brought to life in a modern, horror-themed audio adventure that lured visitors into an eerie journey deep into Sweden's forests. Global media attention proved that fear attracts more than picture-perfect experiences – even when it comes to travelling.