In days gone by, travel was all about learning new things, exploring new places and discovering cultural landmarks – not just about getting the perfect selfie.
And now, one city in Sweden is keen to reignite the intellectual side of travel.
Uppsala is introducing ‘IQ tourism’ – a way of welcoming visitors without the focus being on influencer-led, photocentric Instagram travel.
To combat the age of selfies, Destination Uppsala has launched IQ tourism, a campaign that aims to attract more curious travellers to Uppsala and strengthen the city’s allure.
‘We consider it a movement, with travel increasingly centred on meaning, context and new facets rather than simply experiences to check off a list. Uppsala has all the prerequisites to be a destination for this type of traveller,’ says Helena Bovin, head of marketing at Destination Uppsala.
She adds: ‘We want curiosity to be the reason to travel here. With IQ tourism, we’re highlighting experiences and phenomena with content, perspective and depth – a shift from consuming a destination to allowing it to help you discover, reflect and develop.’
Home to one of Europe’s oldest universities and a history of pioneering spirits, Uppsala has been a centre for ideas, knowledge and innovative thinking for centuries.
It is a place where generations of researchers, students and thinkers have sought answers and posed questions.
Uppsala in Sweden has launched its new initiative, known as IQ tourism
Today, this academic tradition meets a vibrant cultural tourism industry. IQ tourism gathers experiences from across the city.
For example, as a visitor, you can use code words to unlock book tips at an independent bookstore.
Meanwhile, you could explore a historical event that perhaps never happened but has left a mark, create your own perfume with every component helping to tell a story, discover a miniature world hiding in plain sight in the city and sit down at a specialist coffee roastery where the conversation is equally important.
Around 60 experiences, places and phenomena are on offer as part of the initiative – from groundbreaking research and history to contemporary innovations, culture, food and handicrafts.
The initiative also includes a red tower viewer that will be placed somewhere in the city.
Its location will change throughout the year, and it will be aimed not at the most photographed places, but rather at the details, phenomena and stories that might otherwise go unnoticed.
The activities on offer are numerous.
For instance, you can visit Gustavianum, Uppsala University’s oldest preserved building, housing thousands of years of history – from mummies and Viking helmets to art, ancient coins, and Celsius’s own thermometer.
The focus is on science and culture-led travel experiences, a far cry from the dominating selfie culture popular among influencers
You can immerse yourself in history with an introduction to the Viking culture in the area
The museum’s permanent exhibitions feature highlights from the university’s collections, which have been amassed since its founding in 1477.
Plus, you can step inside the Cube of Art, a gigantic black cube and innovative museum with a seven-meter ceiling height.
The walls and floor of the cube are illuminated with lasers and are fully interactive, creating a dynamic art experience that is constantly changing.
It also functions as an escape room, perfect for those seeking a challenge.
Alternatively, head to the Gamla Uppsala, one of Sweden’s most important historic sites, for an introduction into Viking culture.
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