About Visit Sweden

With a strong Sweden brand as a starting point, conditions are created for increased export revenues and increased employment in Sweden. Visit Sweden functions as a unifying pro-active force that, together with the tourism industry, contributes to increasing Sweden's attractiveness and competitiveness as a travel destination.

What does Visit Sweden do?

Visit Sweden works long-term and proactively to market and strengthen Sweden as a brand. The company reaches potential travelers worldwide and creates high impact and engagement in global campaigns that challenge the conventions of destination marketing.

The goal is to increase Sweden's attractiveness and competitiveness as a travel destination with the aim of increasing Sweden's export earnings, tourism consumption and employment throughout the country over time.

Every day we remind you of what Sweden has to offer in our ongoing Sweden marketing to travelers worldwide. The work is done through social media channels and via hundreds of major national media such as Le Figaro, Die Welt, BBC, The Sunday Times and Lonely Planet. We also work actively with several hundred international tour operators so that they market and sell Sweden even more.

The knowledge and insights that Visit Sweden has systematically gathered over time, about international and national target groups, markets and brand development, are shared with the Swedish hospitality industry so that they can be implemented and create value.

Together, we attract the right travelers to Sweden, those who are aware of and attractive to the Swedish hospitality industry and Sweden.

Visit Sweden is not

A tourist information centre, a Swedish authority, working with destination or product development.

The importance of tourism for Sweden

For Sweden, tourism and travel are an important part of social development in order to attract competence and capital. The value of tourism drives up Sweden's total exports of goods and services, which contributes to employment throughout the country.

As a location-bound and staff-intensive industry, Sweden's tourism industry is of great importance to the country's growth and contributes to consumption in many other industries.

Tourism creates an important attraction for the place and the country as a whole - for both residents, tourists and future workforce.