What does Visit Sweden do?

Visit Sweden work to increase business opportunities for the Swedish tourism industry, by promoting Sweden as a tourist destination towards a global target group.

The potential is enormous: 80 million global travelers are interested in vacationing in Sweden and seek the experiences that tourist country Sweden offers.

With a strong national brand (Sweden) as a starting point, conditions are created for increased export revenues (visitors and tourists) and increased employment in Sweden.

Markets

Visit Sweden focus on export markets with potential within Europe (Norway, Denmark, Finland, the Netherlands, Germany, France, the United Kingdom, and long-distance markets (USA and, China), but also the Swedish market.

Marketing

Visit Sweden's marketing is based on deep insights of the target group (global travelers and curious explorers). With the brand promise for the destination Sweden: “We are shaping the new era of purposeful travel" and a communication strategy, Visit Sweden steer the marketing to position the destination Sweden and increase demand in the long term.

Together with the tourism industry, Visit Sweden jointly create a positive image of Sweden and increase the demand for the destination Sweden.

Sharing knowledge

The knowledge and insights that Visit Sweden systematically collects about target groups, markets, and marketing are shared free of charge with the Swedish tourism- and hospitality industry via a digital knowledge bank, webinars, and other activities.

What does Visit Sweden not do?

Visit Sweden does not work with tourist information, is not an governmental authority nor an government administration office. Visit Sweden does not work with destination- or product development, is not a tourism board or a tourism council.