The Hunt for Silence: Visit Skåne’s Largest PR Initiative

Visit Skåne, in collaboration with municipalities in Ett skånskt partnerskap (A Skåne Partnership), is launching its most ambitious PR campaign to date. The initiative, called “The Map of Quietude,” aims to attract visitors from Denmark and Germany by showcasing Skåne’s tranquil and scenic natural environments.

The campaign highlights 16 carefully selected natural locations across Skåne, from coastal areas to forests and lakes. These sites were chosen in cooperation with the participating municipalities to inspire travelers seeking a break from the stress and noise of everyday life. The average sound level at each location was measured using a decibel meter over a one-hour period.

Promoting Responsible Tourism

The concept is designed to attract environmentally conscious travelers who value nature and tranquility. By featuring quiet destinations throughout Skåne, the initiative aims to reduce pressure on the most visited sites while benefiting local businesses across the region. Some of the featured locations include Allarps Bjär, Friseboda, and the southern tip of Ven island.

“We know that many Germans and Danes are looking for the tranquility of Swedish nature. Through the Map of Quietude initiative, we want to show that Skåne can offer such peaceful places nearby. The aim is to strengthen Skåne’s position as an attractive destination while helping to spread visitor pressure over both time and space,” says Heléne Östberg, Brand and Innovation Manager at Visit Skåne.

Addressing a Growing European Concern

Studies show that noise pollution is an increasing problem in Europe. According to a 2020 European Environment Agency report, over 20 percent of EU residents suffer from health problems related to noise. Sweden and Skåne have significantly more quiet places than other European countries. Visit Sweden’s 2022 target group survey ranked silence as one of the main reasons Danish and German visitors choose to vacation in Sweden.

Featured Locations

The initiative showcases the following places: Allarps Bjär, Arriesjön, Borgens, Dagstorpssjön, Friseboda, Gislövshammars stenbrott, Hilleshögs dalar, Kjugekull, Kalkugnarna vid Östra Torp, Krageholmssjön, Meditationsplatsen vid Backåkra, Svaneholms norrskog, Sträntemölla-Forsemölla, Pålsjöbadens kallbadhus, Vens södra udde, and Åbjär.

About the Initiative

The Map of Quietude primarily targets travelers from Denmark and Germany. The campaign will be featured in editorial media and Visit Skåne’s own social channels. The map and hour-long recordings of nature sounds are available to everyone via visitskane.com.

For more information about this innovative tourism initiative, visit the original press release.