Gotland urges tourists to swim in the sea instead of showering

Region Gotland has launched a campaign asking summer visitors to conserve water by swimming in the sea rather than taking long showers, as the island faces ongoing water shortages.

The initiative, titled “Save water. Swim in the sea,” highlights that a single shower uses about 60 litres of water. Officials hope that encouraging more people to bathe in the ocean will significantly reduce consumption.

As part of the effort, the region distributed roughly 1,000 biodegradable saltwater soaps to hotels and tourists through the visitor centre. The supply was quickly exhausted, with only about 300 remaining for campaign partners, according to Sanna Palomaa, head of growth at Region Gotland.

“The response has been very positive. It’s a fun idea, and we believe people are taking it seriously,” Palomaa said.

Despite heavy rainfall last week, water shortages persist. Weekly municipal water use has dropped by 5% compared to the same period last year, with current consumption at 116 litres per person per day—down from 123 litres this spring and well below the mainland average of 140 litres. The target is to reach around 112 litres per person daily to secure future supply.

Tourists interviewed by SVT Nyheter said they were aware of the island’s water constraints and were making efforts to reduce unnecessary use.

“Of course you think about it. It’s a bit more restrictive than at home. You don’t water the lawn unnecessarily, and you swim in the sea instead of showering,” said Victor Keller, a visitor from Stockholm.