The world has never been louder. We talk, scroll and stream endlessly, yet true quiet has become a rare luxury. In Skåne, a region known for its forests, lakes and slow horizons, Visit Skåne is exploring what happens when a destination chooses not to shout for attention but instead invites people to listen.

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Stay Quiet is an initiative that lets people experience silence not as an absence, but as a presence. Through an open call, international visitors are offered a free stay in a remote cabin in the middle of Skåne’s nature on one simple condition: they must stay quiet. Inside, a decibel meter continuously measures sound levels. As long as guests remain under the limit, their stay continues. If the silence is broken, so is the stay.

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The idea stems from The Map of Quietude, Skåne’s curated map of tranquil natural places. Stay Quiet brings that concept to life, transforming a digital inspiration into a real-world experience that turns silence into the core of a mindful and sustainable travel experiment.

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During their stay, guests disconnect from screens and reconnect with nature through forest walks, outdoor cooking and moments of reflection. The silence becomes a shared language, an act of awareness, calm and respect for the landscape around them.

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The initiative is designed to position Skåne as a destination for mental restoration, slow travel, and regenerative tourism, while also raising a broader conversation about how sound and silence affect our wellbeing. By turning quiet into a creative resource, Skåne reframes silence as a form of modern luxury — something to seek, protect and experience.

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Although the campaign is still running, it has already captured strong international attention. Vanity Fair Italia, AD.nl, Weser Kurier, VilGerneLeve.dk, Kinderoutdoor.de, Cold Perfection, Dagens Samhälle, and Tidningen Näringslivet are among the many outlets that have covered the story. National broadcasters such as Editie NL in the Netherlands, CBC (As It Happens) in Canada, and Sveriges Radio in Sweden have all aired segments. AFP, The New York Times and Swedish national TV have also visited the cabin, with their features yet to be published.

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More coverage is expected as the initiative continues to unfold, but even now, Stay Quiet demonstrates the rare power of a message that travels quietly across borders and cultures. Without a single paid placement, it has already achieved millions in earned reach and sparked a global dialogue about the value of silence in an age of noise.

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Ultimately, Stay Quiet proves that meaningful branding does not have to make more noise. By inviting people to stop talking and start listening, Skåne is not just promoting a destination — it is offering a new way to experience presence, peace, and purpose.