瑞典宣布开设一家“i人旅行社”，专门服务于内向型人格的旅行者。这不仅是一个可以在线预订瑞典旅行体验的平台，还将在柏林、巴黎和伦敦推出线下快闪店。Sweden Launches The Introvert Travel Agency
瑞典i人旅行社。图：Joe Maples/Visit Sweden
“i人”源自英文“introvert”，指内向型人格的人。这里的“内向”并不意味着不善交际，而是指他们通常更喜欢安静的环境、拥有更多个人空间，并倾向于通过独处或低强度社交来恢复精力。对于他们而言，旅行的意义不一定是不断探索更多景点，而是在旅途中找到属于自己的节奏。
你是否有过这样的感觉：旅行回来之后，还需要“再休个假”缓一缓？越来越多热门目的地面临游客过多、景点拥挤、旅行节奏过快的问题。一项最新的市场调查发现，67%的旅行者更向往可以自在独处、不必刻意社交的目的地；53%的人愿意为更安静、更私密、远离人群的旅行体验买单。
而瑞典，恰好提供了这样一种旅行方式。这里有辽阔的自然、充足的个人空间，以及按照自己节奏探索目的地的自由。因此，一个全新的旅行概念应运而生——“i人旅行社”（The Introvert Travel Agency）。
如果你也是一个“i人”，这里或许能找到最适合你的旅行方式，在安静与自在中放松身心，重新恢复精力。
点击链接观看“瑞典i人旅行社”短片。
旅行似乎总是为“e人”设计，瑞典却选择了另一种方式
很长一段时间里，旅行似乎总是在追求“更多”：看更多景点、打卡更多目的地、安排更多活动，把每天的行程塞得满满当当。但当热门目的地越来越拥挤，旅行体验变得越来越像一场“赶场”，越来越多旅行者开始重新寻找另一种可能——少一点拥挤，多一点放松，多一点属于自己的时间。
Visit Sweden委托YouGov在九个市场开展的调查显示，41%的受访者认为自己是“i人”，即内向型人格；45%认为自己介于内向与外向之间*。
瑞典于默奥大学心理学副教授、执业心理学家马蒂亚斯·伦德贝里（Mattias Lundberg）表示：“对于内向型的人来说，恢复精力并不一定意味着一个人待着，更重要的是能够自主决定什么时候与人交流、以什么方式交流。当一个地方没有太多社交压力，有足够的个人空间，也能随时找到属于自己的安静角落时，人们更容易保持自己的能量，并在需要时重新充电。瑞典恰好拥有许多这样的特质，很适合那些希望按照自己的方式旅行的人。”
独处，是一种奢侈的旅行
在瑞典，独处并不意味着孤单，而是一种自在探索世界的方式。
这里人口密度较低，人们习惯尊重彼此的个人空间；再加上独特的“自由漫游权”（Allemansrätten），旅行者可以按照自己的节奏走进森林、湖泊和旷野，在辽阔的大自然中找到属于自己的位置。
你可以在北极冬夜的漫长黑暗中，静静等待极光出现，身边只有白雪与夜色；也可以独自穿行于森林小径，耳边只有自己的脚步声和风吹过树梢的声音；或者划着皮划艇穿过镜面般平静的湖水，放眼望去，没有人潮，只有自然相伴。
在瑞典，旅行不一定意味着不断探索下一个景点。有时候，远离人群，放慢脚步，安静地感受眼前的一切，本身就是最珍贵的旅行体验。
一家专为“i人”而开办的快闪旅行社
“瑞典i人旅行社”不仅是一个可以实际预订旅行体验的线上平台，还将在柏林（10月14-17日）、巴黎（10月21-24日）和伦敦（10月28-31日）开设线下快闪店，把瑞典的自然、空间感和轻松自在的生活方式带到当地。
“很多旅行者想要的其实很简单：自己决定什么时候想有人陪伴，什么时候想一个人待着。” 瑞典国家旅游局首席执行官苏珊·安德森（Susanne Andersson）表示，“无论是在自然、城市，还是日常生活中，瑞典一直都有这样的空间。‘i人旅行社’希望让更多人发现，可以按照自己喜欢的方式体验瑞典。在这里，社交是一种选择，而不是必须完成的任务。”
点击链接了解更多关于“瑞典i人旅行社”详情及相关旅行产品。
执业心理学家、心理学副教授 Mattias Lundberg 可接受媒体采访。请直接发送邮件至 mattias@aplato.se 或电话：+46 70 315 40 78。
*本次调查由YouGov调研机构受瑞典国家旅游局委托开展，于2026年6月26日至7月6日期间，在丹麦、芬兰、法国、德国、荷兰、挪威、瑞典、英国和美国9个国家和地区进行，共覆盖9,212名18岁及以上成年受访者。
媒体可点击链接免费下载更多图片。
更多瑞典旅行信息，请查询瑞典旅游局官网或联系：
瑞典旅游局中国代表处高级传讯经理 Lynn Li
English version:
Nearly half of respondents in both the UK and US identify as introverted — 48% in the UK and 44% in the US. Sweden is responding with a new travel service built around personal space, lower social pressure and the freedom to explore at your own pace.
Sweden, September 29, 2026 — Travel has long been sold around the idea of more — more destinations to explore, more people to meet and more experiences to fit into each day. But as overtourism, crowded itineraries and travel fatigue become growing concerns, many travelers are looking for something different: the freedom to slow down, avoid social pressure and experience a destination at their own pace.
To meet this demand, Sweden is launching The Introvert Travel Agency, a travel service designed for people who want meaningful experiences while retaining personal space and control over their interactions. The concept makes it easier to discover and book a trip where social interaction remains a choice rather than an expectation.
Through The Introvert Travel Agency, travelers can explore curated trips and experiences ranging from island escapes and peaceful nature stays to self-guided city experiences and calm accommodations—all designed to help visitors discover Sweden at their own pace.
New Research Reveals Demand for Lower Pressure Travel
New research commissioned by Visit Sweden and conducted by YouGov shows that only 11% of Americans describe themselves as extroverts, while 44% identify as introverts and 45% as a mix of both. Among UK respondents, 48% identify primarily as introverted—the highest proportion across the nine markets surveyed.
The travel preferences tell a similar story. In the US, 57% often or always look for calm accommodations and 48% prioritize time to themselves. In the UK, 79% feel recharged after spending time alone and 72% say social situations become draining after a while. Half of respondents in both the US and UK say they need a “vacation from their vacation” to recover and regain energy after traveling.
Together, the findings reveal an opportunity to better serve people who want meaningful experiences without returning home socially exhausted. Visit Sweden created The Introvert Travel Agency with these travelers in mind.
“For introverts, recharging is often less about being alone and more about having control over when and how we interact with others,” says Mattias Lundberg, licensed psychologist and Associate Professor of Psychology at Umeå University. “Environments with less social pressure, more personal space and the possibility to withdraw can make it easier to preserve and regain energy. Sweden naturally offers many of these qualities, making it particularly well suited to travelers who want to experience a destination on their own terms.”
Why Sweden Is Well Suited to Introverted Travelers
Sweden combines accessible nature, uncrowded spaces and a culture that places a premium on personal space. What may initially feel like Swedish reserve is often rooted in respect for boundaries and an appreciation for giving others room to simply be. Silence is comfortable, unnecessary small talk is rarely expected, and travelers can enjoy their own company without feeling out of place.
That sense of independence extends into everyday travel. Visitors can settle into a café alone with a book without attracting attention, wander museums and neighborhoods at their own pace, or embrace fika — a deliberate pause for coffee and something sweet, enjoyed alone or with others. Sweden’s extensive natural landscapes and allemansrätten—the right of public access—also make it possible to experience much of the countryside independently. Even in many Swedish cities, nature and water are close at hand. Visitors can decide when to engage and when to step back.
“Many travelers are looking for something surprisingly simple: the freedom to decide when they want company and when they don’t,” says Susanne Andersson, CEO of Visit Sweden. “Sweden has always offered that kind of space—in our nature, our cities and our social culture. The Introvert Travel Agency makes it easier to experience Sweden on your own terms. Here, being social is an option, not an obligation.”
Travelers Continue to Value Professional Travel Planning
Separate Visit Sweden research also shows that travelers value support and simplicity when planning a trip. Nearly seven in ten Americans (69%) would like assistance from a tour operator when planning and booking a vacation. Among US travelers who prefer to book through a tour operator, travel agency or travel advisor, expert destination knowledge, tailored recommendations and time savings are among the most valued benefits. Among UK travelers interested in visiting Sweden, 35% would prefer to book through a tour operator, compared with 27% across all markets surveyed. Convenience, expertise and the reassurance of comprehensive travel protection are among the reasons travelers continue to value professional guidance.
A Pop Up and Online Travel Agency for Introverts
The Introvert Travel Agency will operate as both an online, bookable travel concept and a physical pop-up experience. Visitors to the pop-ups can explore Swedish destinations and experiences and receive personalized travel consultations in spaces designed with introvert comfort in mind.
- Berlin: October 14–17, 2026
- Paris: October 21–24, 2026
- London: October 28–31, 2026 — 3 Paddington Street, Marylebone, W1U 5QD
For travelers outside the three pop-up cities, curated trips and inspiration from The Introvert Travel Agency will also be available to explore and book online at VisitSweden.com/the-introvert-travel-agency.
The Introvert Travel Agency. Photo: Visit Sweden (Download)
Discover The Introvert Travel Agency: Watch the film
Notes to Editors
Survey methodology: The survey was conducted by YouGov on behalf of Visit Sweden among 9,212 adults aged 18 and over in Denmark, Finland, France, Germany, the Netherlands, Norway, Sweden, the UK and the US between June 26 and July 6, 2026.
Additional travel planning data: US figures are from Visit Sweden/YouGov Target Audience Analysis 2024.
Interview availability: Mattias Lundberg, licensed psychologist and Associate Professor of Psychology at Umeå University, is available for interviews. Please contact Mattias directly at mattias@aplato.se or +46 70 315 40 78. Susanne Andersson, CEO of Visit Sweden, is also available for interviews; please contact Visit Sweden using the relevant media contact below to arrange an interview.
Press Contacts
UK media: Steve Robertshaw, Senior PR Manager — media@visitsweden.com
US media: Josefin Haraldsson, Head of PR, Visit Sweden US — pressusa@visitsweden.com
Travel trade: Sandra Martinsson, Travel Trade Manager UK and US — sandra.martinsson@visitsweden.com