Today, Sweden's marketing company Visit Sweden launches the first part of its marketing campaign aimed at Swedes: The Involuntary Tourists' Travel Guide to Sweden - for Swedes.
At the same time, the government announces via the spring amending budget that they want to invest an additional ten million kronor in Visit Sweden's marketing of Sweden as a travel destination.
”"The tourism industry has been hit hard by the Covid-19 pandemic. The economic consequences are major as basically all travel from abroad and business travel has ceased. We therefore want to strengthen marketing at home now that it is mainly tourism within the country that matters. Visit Sweden is receiving extra resources to highlight even more fantastic travel destinations around the country," says Minister of Economic Affairs Ibrahim Baylan.
”"We are extremely happy about the addition, which will go entirely to marketing how to travel to Sweden, a much-needed addition to restart the tourism industry," says Susanne Andersson, CEO of Visit Sweden.
It is too early to comment more specifically on how the investment will be used, as the announcement of the addition came today, April 14.
”The fact that the addition comes on the same day as we launch our big Sweden campaign to inspire Swedes to travel and discover Sweden is incredibly gratifying,” says Susanne Andersson, CEO of Visit Sweden, Sweden's marketing company.
At the turn of the year, Visit Sweden was commissioned to market Sweden as a travel destination for Swedes to contribute to the restart of the Swedish tourism industry after the pandemic. Now, just over three months later, the company is launching its first marketing campaign with Sverigeinspiration.
”"In our new campaign, we have let foreign visitors stranded by corona tell Swedes about gems around the country that they visited during the pandemic in Sweden," says Susanne.
All Swedish tourist regions and large cities have also contributed tips and suggestions to Visit Sweden's new campaign in a joint effort to inspire and attract holidaymakers from Sweden.
