Our mission is to inspire the world to discover Sweden. Through smart, creative marketing, we build a positive image of Sweden that sparks curiosity and drives interest in travel. Our marketing campaigns are designed to reach broad international audiences and showcase Sweden as a destination of a different nature.
2026. Private islands have long been the ultimate luxury. Recently, we democratised that dream by giving people the chance to win one of their own. Why? Because Sweden has more islands than any other country. 267,570, to be exact.
2025. Sweden’s unique way of life, rooted in balance and with easy access to both nature and culture, makes it an ideal place to reset your mind and body. Together with Swedish senior professor Yvonne Forsell, we identified activities proven by science to help you feel better. That’s why you can now ask your doctor to prescribe Sweden.
2024. Did you know that there are eight places in the world called Sweden? That’s why we applied to trademark our country’s name. In the meantime, we teach you how to distinguish the original from the dupes.
2023. People all over the world keep mixing up Sweden and Switzerland. To end this confusion, we reached out to Swiss officials.
2022. Sweden’s nature has always been an integral part of our culture and played a central role in Swedish folklore. Inspired by this heritage, internationally-celebrated author John Ajvide Lindqvist brought some of our mythological creatures to life in a chilling tale and audio story, now available on Spotify.
2021. Toftan, Ektorp, Voxnan, Hemsjö, Kallax … These are all wonderful places in Sweden. Yet, most people associate these names with waste bins, sofas, bath towels, block candles and shelf systems. And it’s all because of IKEA.