A memorial stone for an event that never took place sits somewhere in Uppsala, and it already tells you everything about the direction this city is heading. Not toward spectacle, not toward the predictable checklist, but toward something slightly more unusual—travel that asks you to think, question, and maybe even linger a bit longer than planned. With the launch of what it calls IQ tourism, Uppsala is positioning itself not just as a destination, but as a kind of intellectual landscape where curiosity becomes the main itinerary.