What we do

Creating Sustainable Growth for Swedish Tourism

Visit Sweden works to increase international interest in Sweden and contribute to sustainable growth in the tourism and visitor economy.

We achieve this through four core areas of work.

Market Development

We identify growth opportunities by analysing travel trends, target groups and market developments. Our work helps ensure that Sweden is positioned in markets with strong potential and aligned with future visitor demand.

Destination Marketing

Through creative campaigns, international media relations, partnerships and digital marketing, we strengthen awareness, consideration and preference for Sweden as a destination.

Knowledge and Insights

We collect, analyse and share knowledge about international travellers, market trends and consumer behaviour. These insights help Sweden's tourism industry make informed decisions and strengthen competitiveness.

Sustainability

Sustainability is integrated throughout our work. By promoting responsible travel and attracting visitors whose values align with Sweden's sustainability ambitions, we contribute to the long-term development of tourism.

Working Together

Collaboration is at the heart of everything we do. We work closely with destinations, regions, tourism businesses and public organisations to maximise the impact of Sweden's tourism promotion.

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 our Knowledge Hub, webinars, reports and other initiatives designed to strengthen the industry's competitiveness and support informed decision-making.

Our Markets

Visit Sweden currently operates in the following markets:

• The Nordics (Norway, Denmark, Finland and Sweden)
• Germany (incl Austria, Swizerland)
• The Netherlands (incl Belgium, Luxenbourg)
• France
• United Kingdom
• United States
• China