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The Swedish city of Uppsala invites visitors to engage in 'IQ tourism,' encouraging them to explore the region's history from Vikings to modern inventions like the Celsius scale, rather than just taking photos.

Uppsala's New Tourism Strategy: 'IQ Tourism'

The Swedish city of Uppsala is encouraging a new form of tourism, inviting visitors to delve deeply into the area's rich history rather than simply taking photographs. Termed 'IQ tourism,' this initiative encourages guests to explore Uppsala's diverse past, from the era of the Vikings to modern inventions such as the Celsius scale.

Connecting with Historical Heritage

'IQ tourism' focuses on allowing tourists to gain knowledge by experiencing the significant figures and events that link Uppsala's past and present. This approach aims to enhance understanding of the city's intellectual heritage, moving beyond mere visual experiences. It is expected to offer visitors a new perspective by deeply exploring Uppsala's historical backdrop.

*Source: Euronews (2026-04-01)*

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