Sweden Opens London Pop-Up to Plan Quiet, Unhurried Holidays, 28–31 October

Visit Sweden is opening a pop-up in London where travellers can plan a Swedish holiday designed around quiet, personal space and an unhurried pace. The Introvert Travel Agency runs from 28 to 31 October 2026 at 3 Paddington Street in Marylebone, following earlier stops in Berlin and Paris.

Key facts

• When: 28–31 October 2026
• Where: 3 Paddington Street, Marylebone, London
• What: walk-in trip planning for Sweden, with no packed itineraries
• Also online: travellers can explore and book through Visit Sweden without visiting the pop-up
• Background: YouGov research in nine countries commissioned by Visit Sweden found 48% of Britons identify mainly as introverts

What is the Introvert Travel Agency?

It is a pop-up run by Visit Sweden, Sweden's tourist board. Visitors can walk in and get help planning a Swedish holiday built around space, quiet and travelling at their own pace, with no tightly packed schedules.

The same planning and booking service is available online for travellers who would rather not visit in person.

Why is Sweden promoting this?

The idea is based on research commissioned by Visit Sweden and conducted by YouGov across nine countries. The headline finding is that 48% of Britons identify primarily as introverts — the highest share of any country surveyed, ahead of the US, France, Germany, the Netherlands, Norway, Denmark, Finland and Sweden itself.

The study also found that 79% of Britons feel recharged after time alone, and 72% say social situations become draining after a while. Half of respondents in the UK and US said they at least sometimes need a "vacation from the vacation" after returning home.

Susanne Andersson, CEO of Visit Sweden, said travellers are looking for the freedom to choose when they want company and when they do not, and that in Sweden "being social is an option, not an obligation".

Mattias Lundberg, a licensed psychologist and associate professor of psychology at Umeå University, said recharging is often about having control over when and how you interact with others. Environments with less social pressure and more personal space make it easier to regain energy, he said, adding that Sweden offers many of these qualities.

What does Sweden offer quiet travellers?

Visit Sweden points to a culture where having a coffee alone is unremarkable and silence is enjoyed. The tourist board also highlights allemansrätten, the right of public access, which allows people to roam freely through much of the countryside.

What this means for travellers

Travellers planning a trip to Sweden can visit the Marylebone pop-up on any day from 28 to 31 October 2026 to have a quieter, less crowded itinerary put together. Anyone who cannot attend those dates can explore and book the same style of trip online through Visit Sweden.

The London stop is the latest in the series after Berlin and Paris. No further locations or dates have been announced.