Sweden Offers Country-Wide DIY Wilderness Dining
The communications company has collaborated with four Swedish Michelin-starred chefs to create a nine-course menu that visitors can prepare and cook for themselves at seven locations spread across the country's terrain. Each outdoor location, which can be booked at no charge (available from May to September), includes a wooden table with ready-to-use cookery kits, tools and ingredients.
Menus will vary throughout the year depending on the seasonal availability of ingredients, with notable dishes including forest broth with poached perch and broiled herb butter, and freshly smoked char with chanterelles and wood sorrel.
"Sweden is 96% uninhabited, and yet easily accessible for everyone," explains Jennie Skogsborn Missuna, chief experience officer at Visit Sweden. "Our nature is filled with edible ingredients and we want to invite the world to enjoy them. By using our star chefs' menu, this new and innovative DIY culinary experience makes it possible for visitors to explore and transform nature into gourmet food for themselves."
This campaign ties into the shift towards luxury outdoor dining, as explored in our report Off-Grid Eating. It also gives a nod to the wider desire of luxury travellers to get in touch with nature in a more meaningful way, as referenced in Travel for the Agile Elite and Exploring Eco Hotels.