A Wisconsin Family Won Their Own Swedish Island for a Year — And I Completely Understand the Appeal
One Madison family is headed to Sweden after winning Visit Sweden’s global island campaign, and the timing could not be more on-brand for travelers craving quieter trips.
A Wisconsin family is getting the kind of summer travel story most of us would assume only happens in a very charming Scandinavian novel.
Madison resident Eric Holmer and his family are preparing for a trip to Sweden after Holmer was selected as one of five winners in Visit Sweden’s global “Your Swedish Island” initiative. The campaign drew more than 2,200 entries from 100 countries, and Holmer was the only American chosen.
His prize is not private island ownership, which is probably for the best unless someone in the family has been secretly studying Swedish property law. Instead, Holmer will serve as a custodian of Skötbådan, a tiny granite island in the northern Stockholm Archipelago.
A Tiny Island in the Stockholm Archipelago
Skötbådan sits near the historic island of Arholma, surrounded by the open waters of the Baltic Sea. The granite outpost is only a few hundred feet across and was once used as an anchoring point for herring nets during Sweden’s fishing era.
Today, the island is known for smooth cliffs, seabirds, and wide-open Nordic views.
Holmer, who has Swedish roots, plans to travel to Sweden later this summer with his family to experience the country’s islands and reconnect with part of his heritage.
“It feels truly special to receive this honor, especially because of the history behind our Swedish surname. Tusen tack!” Holmer said.
Why This Wisconsinite Gets the Appeal
As a Wisconsinite who has visited a few different places in Sweden now, I get the pull here.
Wisconsin has plenty of Scandinavian ties already, and Sweden feels oddly familiar in certain ways: lakes, long winters, outdoorsy people, and summers everyone treats like they are not to be wasted.
Then Sweden adds archipelagos, ferries, saunas, fika, and red cottages, and suddenly the Midwest has a very stylish Nordic cousin.
Sweden Has Been Leaning Into Doctor-Prescribed Travel
The island campaign also ties nicely into Visit Sweden’s “Swedish Prescription” campaign, which launched last year and positioned Sweden as the first country that doctors can prescribe.
The campaign lets doctors prescribe a trip to Sweden, with nature and cultural experiences used as part of a wellbeing plan.
I got to try my own version of the Swedish Prescription in Småland, so this campaign made me smile. Sweden is very good at making time outside feel like part of everyday life, which is probably why the whole “doctor-prescribed travel” idea works there.
That same idea is baked into the island campaign, too: Sweden is inviting people into nature, but not in a buy-your-own-private-paradise kind of way.
No, They Do Not Actually Own the Island
This is not a private-island deed situation.
Holmer and the other winners are island custodians through a right-of-use agreement. The campaign was created with the National Property Board of Sweden and is meant to highlight quieter, nature-based travel experiences.
The other winners came from Canada, Germany, the Netherlands, and Switzerland.
For Holmer’s family, it is part heritage trip and part very memorable summer vacation. For the rest of us in Wisconsin, it is also a pretty good reminder that Sweden is not as far removed from the Midwest as it might seem.
If you are curious about international travel but nervous about a major culture shock, Sweden is an easy country to love. I felt that especially in Dalarna, where snowy forests, cabins, winter activities, and fika breaks felt familiar enough for this Wisconsinite to settle in quickly, but still different enough to make the trip feel special.
love this
Sounds like a dream job!
wow! pretty cool!
I would love this!!
Sweden has been on my bucket list for years. Wish I’d heard about this campaign!
That’s a really cool idea