’Visit the Original Sweden’ is a campaign that aims to separate the original from the dupes. There are currently eight places in the world called Sweden, which could be quite confusing, in our opinion. That’s why we are applying for trademarking our country’s name. The fact that other countries are using the name Sweden is flattering, but the more Swedens there are in the world, the more confusing it becomes for potential tourists.
Luxury of a different nature
Käringön, West Sweden
Käringön in Bohuslän has a history as a fishing community and has been continuously inhabited since 1596.
Photo: Amplifyphoto - Markus Holm / Westsweden.com
Did you know that there are eight places in the world called Sweden? That’s why we’ve applied to trademark our country’s name. In the meantime, we’ll teach you how to distinguish the original from the dupes.
Do you agree that Sweden should be able to trademark its name? Support the initiative and contribute to a less confusing world.
How many dupes does your country or city have? Find out below!
How to know you are in the Original Sweden
The Original Sweden is not like other Swedens. Here are a few of the luxuries that make our country unique and definitely worth visiting.
Blueberries
Blueberry picking in Heråmaden nature reserve. This is in part made possible by the ‘allemansrätten’ – the right of public access – which gives everyone the right to enjoy Sweden’s outdoors, including the right to pick mushrooms, herbs and berries.
Photo: Moa Karlberg/imagebank.sweden.se
Free blue gems
If diamonds are forever, blueberries are everywhere. At least in Sweden. From July to September, these tasty blue gems can be found pretty much all over the country. And the best part is that you can pick and eat as many as you like. It’s all thanks to the Swedish freedom to roam, which enables everyone to enjoy the wild and its treasures. Berries, fruit, mushrooms – it’s all up for grabs, as long as you treat nature with respect.
Camping in the archipelago
With over 30 000 islands, the Stockholm Archipelago is the largest of its kind in Sweden. As long as you cause no harm or disturbance, you are free to set up camp virtually anywhere you want, thanks to the Swedish Freedom to Roam.
Photo: Anders Klapp/imagebank.sweden.se
Exclusive islands
You might think that private islands are for the rich and famous. Well, not in Sweden. With more than 200,000 islands, it’s not unusual to find one where you can be completely alone. Buy some fika, pack a thermos of coffee, and enjoy your day. Or why not bring a tent and watch the sun set and rise from your very own private beach? You don’t need to be a millionaire to experience luxury of a different nature.
ICEHOTEL entrance
Ice is not the most practical construction material, but an art exhibition and hotel built entirely of natural ice and snow creates one of the most unique overnight experiences in the world. The world’s first ice hotel was completed in 1989 in Jukkasjärvi north of the Arctic Circle in Sweden.
Photo: Hans-Olof Utsi/imagebank.sweden.se
Four-season stays
Sweden has its fair share of exclusive stays, like the Icehotel, Treehotel, or Pater Noster. But our biggest pride is our four seasons. Enjoy our warm and bright summer, cosy and colourful fall, or dark and crisp winter. Or witness nature waking up after a long winter sleep during springtime. Each season is beautiful and magical in its own way, offering a rich variety of unique experiences.
Stockholm Pride
Since the start in 1998, Stockholm Pride has grown into one of Stockholm's largest and most appreciated festivals and the largest Pride celebration in the Nordic region.
Photo: Magnus Liam Karlsson/imagebank.sweden.se
Open 24/7
Sweden is a very open place, where you can truly be yourself. In addition to free speech and free press, Sweden is celebrated as one of the world’s most inclusive and progressive countries. Every year, Pride festivals are organized across the country. And EuroPride has been held here three times over the past three decades. Sweden is simply a perfect place for a romantic holiday, regardless of who you love.
Astrid Lindgren's childhood home, Näs
Astrid Lindgren's childhood home is a beautiful red cottage in Småland.
Photo: Simon Palerbro/Astrid Lindgrens Vimmerby
Red retreats
Sweden’s red cottages are more than just homes—they’re storybook charm brought to life. Born from 'Falu Rödfärg' (Falun Red) and inspired by aristocratic grandeur, these crimson gems now symbolise countryside bliss. Nestled by lakes or tucked into forests, they’re your invitation to live inside a Nordic fairytale.
Relaxing
Reconnecting with nature by camping in the forest. Two-thirds of Sweden is in fact covered of forest meaning that nature is always close by.
Photo: Maskot/Folio/imagebank.sweden.se
Live the dream
Nothing beats a good night’s sleep – it’s probably the ultimate luxury. Simply closing your eyes in the evening and waking up refreshed and energized, undisturbed throughout the night. Well, if this sounds like a dream scenario, you should try sleeping in Sweden. We have bountiful accommodations located in quiet and serene environments far, far away from the bustle of cities and highways. Come and enjoy the cool night temperatures, clean air, dark skies, and natural soundscapes. Swede dreams!
Picking mushroom
There are plenty of delicious berries and mushrooms in Sweden, and you are free to pick them. The right of public access, Allemansrätten, allows anyone to roam freely in Swedish nature as long as you cause no harm or disturbance.
Photo: Alexander Hall/imagebank.sweden.se
Our luxurious roots
When we say that we have luxurious roots, we’re not talking about the royal family. We’re talking about the roots that provide us with delicacies like mushrooms, berries, fruits and vegetables. Indulge in locally produced produce in establishments ranging from fast food chains to Michelin restaurants. Or you can just go for a hike and pick your own ingredients. What a luxury!
Visby, Gotland
The beautiful town of Visby is a UNESCO World Heritage Site.
Photo: Olof Segerberg/Destination Gotland
Timeless treasures
In Sweden, we don’t hide our treasures on deserted islands, we share them with the world. Here you can experience world heritage sites such as castles, nature reserves, and archaeological sites. Take a stroll through the medieval town of Visby on the island of Gotland, or explore the Laponian area in Swedish Lapland, located within the Arctic Circle in northern Sweden. These sites are protected by UNESCO so that everyone can enjoy them – today and tomorrow.
Dupes in Sweden
Sweden is not the only place with dupes. To be honest, we, too, have borrowed names from the rest of the world. Why not visit Paris in Värmland or Madrid in Östergötland?
Madrid, Östergötland
Madrid is located south of Norrköping in Östergötland. Unlike its Spanish namesake, this place revolves around forests and nature reserves.
Paris, Värmland
Sweden’s own Paris is in a part of Sweden famous for its natural beauty. With its 10,000 lakes, Värmland is known as the lake district. But it’s also a paradise for hikers and cyclists.
Hamburg, West Sweden
If you pass by Hamburg in Sweden, it means you are on the island of Orust in West Sweden. And then you are in for a treat. It’s a beautiful island in the stunning west coast archipelago.
Skagen, Jämtland
Skagen is not only a place in northern Denmark but also in northern Sweden, Jämtland. Enjoy peaceful nature and savour everything from hiking and fishing to skiing.
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