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For many Brits, escaping to a private island is the ultimate dream, representing much more than luxury. A YouGov survey reveals that 7 in 10 Brits (65%) would embrace the opportunity to be away from crowds, highlighting the growing appeal of peaceful, remote destinations.

The reasons for solitude vary. In the UK, 15% of respondents said they would welcome time away from their boss, and escaping the crowds in public transport with Brits (65%) more than double the preference of Swedes (31%).

The survey also found that Brits, like many around the world, are increasingly drawn to simplicity and nature. A striking 86% believe society places too much emphasis on material possessions, while 65% agree that expensive objects do little to increase happiness. Instead, travellers are turning to low-impact, serene destinations, such as Sweden's islands, as an escape from overcrowding and overtourism.

“Sweden has more islands than any other country in the world, and we would like to invite people to enjoy what may be the most genuine form of luxury: the peace and tranquillity of nature on your own island,” says Susanne Andersson, CEO at Visit Sweden.

In place of exclusivity or excess, Your Swedish Island offers quality of life experiences that are increasingly resonating with travellers around the world, such as waking to the soft hush of waves against the rocks, the air scented with pine and salt. No schedule, no sound but seabirds and the wind in the trees.

Launched by Visit Sweden in collaboration with the National Property Board, which manages state-owned cultural heritage properties, the initiative invites travellers to apply for the chance to become custodians of one of five carefully selected islands. Each location is wonderfully secluded, yet close enough to a local community for essentials – whether it's picking up groceries, posting a letter, or joining a traditional Midsummer celebration.

“If you don't get one of these islands, don't worry. Sweden has many more that everyone can enjoy,” says Susanne Andersson. For those enjoying travel, Sweden's island landscape is both diverse and abundant – offering something for every version of what 'getting away' might mean.

Application details:

Applications open for international travellers on February 17, 2026, and are accepted until April 17, 2026. A jury will select five successful applicants based on creativity and personal motivation. Submissions can be made via:

• visitsweden.com/your-swedish-island

What's included:

• A one-year right to use one of the five selected islands
• A diploma certifying the winner as official island custodian
• A trip to Sweden
• A contract outlining basic stewardship responsibilities

View full terms and island profiles

For more information on Your Swedish Island: https://visitsweden.com/your-swedish-island/

Press images and video

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For more information or access to spokespeople, please contact:
Steve Robertshaw, PR Manager, Visit Sweden UK – steve.robertshaw@visitsweden.com

Photo credit: Hannes Krantz/Visit Sweden (Download)

Survey methodology:
This survey was conducted by the YouGov analysis institute during 24 June and 3 July 2025 through online panels with +9000 18+ year-old respondents in different markets: Denmark (1003 respondents), Finland (1016), France (1023), Germany (1016), Netherlands (1025), Norway (1021), Sweden (1012), UK (1037) and USA (1005).

About Visit Sweden:
Visit Sweden is a marketing company owned by the Swedish government. It is a national tourism organisation to promote the destination Sweden to increase the country's attractiveness that contributes to tourism consumption, export earnings and employment. Visit Sweden works together with the Swedish tourism industry to effectively reach the most desired target groups for long-term sustainable tourism. Visit Sweden is based in Stockholm with local representation in several foreign markets. visitsweden.com