As southern Europe grapples with sweltering summer heatwaves and suffocating crowds, a new travel trend has quietly taken root: the “coolcation.” Driven by a desire for breezier climates and calmer environments, travelers are trading the sun-baked streets of Barcelona and Lisbon for the refreshing, crisp air of Scandinavia. However, this collective migration threatens to simply shift the heavy burden of overtourism from the Mediterranean to northern shores. In response, Swedish outdoor brand Haglöfs has launched “Unvisited Sweden,” a pioneering initiative designed to disperse travelers and preserve the untouched serenity of the Scandinavian wilderness before crowds begin to overwhelm it.
To map out these hidden sanctuaries, Haglöfs partnered with Sweden’s largest mobile operator, Telia, leveraging historical cell network data alongside advanced satellite imagery. The result is a curated guide of 24 remote locations across the country that have recorded virtually no human presence in modern times—or at least, not since the dawn of the mobile phone. The goal isn’t just about avoiding crowds; it is about keeping the wild truly wild. As Victor Adler, Chief Marketing Officer at Haglöfs, explains, when everyone rushes to the exact same famous viewpoints, the very essence of what makes nature feel sacred is lost. By highlighting these untouched locales, the brand hopes to ignite a genuine spirit of exploration while easing pressure on Sweden’s more vulnerable hot spots.
While some of these coordinates point to incredibly rugged, inaccessible terrain, you do not need to be a seasoned survivalist to experience them. Thanks to Sweden’s generous Allemansrätten (the Right of Public Access), wanderers are free to camp almost anywhere in the wild. For those who prefer a solid roof over their heads after a long day on the trail, many of these pristine locations are situated near cozy mountain cabins managed by the Swedish Tourist Association (STF), or even charming local hotels. This unique setup allows eco-conscious travelers to step deep into the wilderness during the day and retreat to warm, comfortable lodgings at night.
One of the most enchanting destinations on the map is the Rogen Nature Reserve in Härjedalen, a peaceful expanse of ancient pine forests and crystal-clear lakes. To get there, you can fly into the Scandinavian Mountains Airport in Sälen, drive a little over two hours to Käringsjövallen, and embark on a scenic 10-kilometer hike. Your reward at the end of the trail is the welcoming STF Rogen Mountain Cabin, where you can fish, paddle, and hike without another soul in sight. It is the perfect antidote to the chaotic pace of modern life, offering visitors a rare chance to disconnect and tune into the quiet rhythms of the natural world.
If you are drawn to dramatic mountain landscapes, Jämtland offers two incredible alternatives. First is Lunndörrsfjällen, accessible by flying into Åre Östersund Airport and driving to Vålådalen, followed by a rewarding 14-kilometer trek to the STF Lunndörren Mountain Cabin. Alternatively, the alpine ridges and sweeping wetlands of Skäckerfjällen near the Norwegian border offer another spectacular escape. By basing yourself at the rustic Kolåsens Fjällhotell—just a two-hour drive from the airport—you can spend your days exploring untrodden valleys and wind-swept ridges, knowing a warm meal and a comfortable bed await you.
For the ultimate escape, Swedish Lapland offers an unforgettable wilderness experience during the quiet summer months. Known globally as a winter wonderland, Lapland’s summer charm lies in its endless daylight and serene isolation. In Jokkmokk’s remote Ruvájvuobme region, adventurers will find a stunning tapestry of old-growth forests, peatlands, and birch-covered slopes. Reaching the STF Sitojaure Mountain Cabin here is an adventure in itself, requiring a flight to Gällivare, a drive to Kebnats, a boat ride across the tranquil waters of Lake Langas, and a final scenic hike. While the journey requires effort, the matchless peace of having an entire pristine wilderness to yourself makes every step worthwhile.
