Based on the true story of Sweden’s first woman to be killed for witchcraft, a horrifying murder quickly turns into a ghost myth online and becomes a popular tourist attraction. Influencers soon try to ride the wave of “ghost tourism” to market various tourist destinations for clients. A young medical student joins her influencer boyfriend on one of his marketing jobs. The goal is to make potential tourists believe that an old witch, Märit, lives in the lake around a commercial camping-site - but there’s soon reason to believe that Märit is more than just a made-up ghost story.