About Visit Sweden

What does Visit Sweden do?

Every day, Visit Sweden works to increase business opportunities for the Swedish tourism industry.

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 Sweden brand as a starting point, conditions are created for increased export revenues and increased employment in Sweden.

Geographical markets

We focus on the export markets for Sweden with great potential within Europe (Norway, Denmark, Finland, the Netherlands (including Belgian Flanders), Germany (including Switzerland and Austria), France, the United Kingdom, and long-distance markets (USA, China), but also the Swedish market.

Marketing

Visit Sweden's marketing is based on deep insights into the target group. With the brand promise for the destination Sweden: “We are shaping the new era of purposeful travel" and our communication strategy, we steer the marketing to position the destination Sweden and increase demand in the long term. Together with the tourism industry, we jointly create a positive image of Sweden and increase the attraction 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 authority or government administration. Visit Sweden also does not work with destination or product development. Although the facts Visit Sweden shares can be used by various actors to develop offers, products, and services.