About Visit Sweden
Our operations complement and strengthen the efforts of regions, destinations, and tourism businesses. Through creative global marketing, we enhance the international perception of Sweden and create value for both the tourism and visitor industry and other Swedish sectors.
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 Mission
- 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 Create Value Through
- Global marketing of Sweden
- Collaboration with industry stakeholders and public sector partners
- Knowledge, analysis, and statistics
- An integrated approach to sustainability
Our markets
- Nordics: Norway, Denmark, Finland and Sweden
- The Netherlands
- Germany
- France
- United Kingdom
- United States
- China
We Are Not...
- A government agency
- A public administration authority
- A tourist information office
- An organization responsible for destination or place development
- Visit Sweden does not have any regional or local tourism- and destination management organisations. We collaborate with existing organisations.
Sharing Knowledge
The knowledge and insights that Visit Sweden systematically gathers on target groups, markets, and marketing are shared free of charge with Sweden's tourism and hospitality industry. This is done through a digital knowledge hub, webinars, and other initiatives designed to strengthen the industry's competitiveness and support informed decision-making.