The new communications strategy for the nation of Sweden is now being launched to facilitate the work of communicating about Sweden in various ways. Visit Sweden, as Sweden's marketing company, has participated in the work, which the Swedish Institute has been responsible for coordinating.
The strategy is in some parts new and in some parts familiar, but for the state-owned company Visit Sweden, which works daily to market Sweden as a destination to attract tourists and promote the country's tourism industry, the new national communications strategy means strengthened support for marketing with key words such as courage and innovation.
”"Our marketing of the tourist country Sweden includes in all essential and effective ways what the new communication strategy embraces, which is very positive," says Nils Persson, who is Visit Sweden Chief Marketing Officer and the person at Visit Sweden who works most closely with the strategy in the National Council for the Image of Sweden.
”"Sweden's attractiveness as a tourist destination is based not least on the country's unique and accessible nature, rich culture and the high quality of life that characterizes Swedish society, which are characteristics that not only contribute to attracting tourists, but also strengthen Sweden's international brand that affects the country's ability to attract talent, investments and leads to increased Swedish exports," says Visit Sweden CEO Susanne Andersson.
How Sweden is perceived has a major impact on competitiveness and growth. It influences people's decisions to choose Sweden for trade, investment and tourism, as a supplier, business partner and employer.
A broad international awareness of Sweden's areas of strength also acts as a resistance to misleading information about Sweden. People tend to resist critical statements about countries they have a positive opinion of.
It is also well known that experiences act as a powerful channel that creates emotional bonds to a country. When people visit and interact with the local population, experiencing nature, culture and social structure, a deeper understanding, knowledge and a more favorable image of the country as a whole is created.
A country's tourism sector and range of experiences thus create great and good opportunities to communicate and make desired, positive narratives about the country known.
The new strategy focuses on the collective efforts of Swedish actors. When everyone who can influence the perception of Sweden acts and communicates on the same basis – consistently and over time – we together strengthen the image of Sweden.
”"In a time of increased information threats and international challenges, a strong and fact-based image of Sweden is more important than ever. The new strategy is the result of a broad national effort and aims to give everyone who operates internationally a common tool to build relationships, increase trust and promote Sweden's long-term interests," says Madeleine Sjöstedt, Director General at the Swedish Institute.
The national council for the brand Sweden, which worked on the communication strategy, includes: Business Sweden, Stockholm School of Economics, Ikea Sweden, Invest in Norrbotten, the Swedish Arts Council, Lund University, Spotify, Stockholm Business Region, the Swedish Institute, the Swedish Olympic Committee, Visit Sweden, Volvo Group, the West Sweden Chamber of Commerce and Wallenberg Investments.
According to the press release.
