About Visit Sweden

Visit Sweden AB is wholly owned by the Swedish Government. The company operates on behalf of its shareholders and within the framework of the government's objectives for business development and the promotion of Sweden internationally.

Our operations complement and strengthen the efforts of regions, destinations and tourism businesses across Sweden. Through creative and data-driven international marketing, we strengthen Sweden's position as an attractive destination and create value for both the tourism industry and other Swedish sectors.

Our Mission

We are commissioned to:

• Promote Sweden as a travel destination
• Contribute to demand for travel to and within Sweden
• Strengthen the long-term competitiveness of the tourism and visitor economy
• Contribute to the sustainable development of tourism in Sweden by attracting more conscious and responsible visitors

We Are Not

• A government agency
• A public administration authority
• A tourist information office
• An organisation responsible for destination or place development

We do not replace regional or local tourism organisations. Instead, we collaborate closely with destinations, regions and industry partners throughout Sweden.