Sweden ranks 13th as a tourist destination among 60 surveyed countries in the world in the Anholt-Ipsos Nations Brand Index for 2021. A notch up for Sweden from last year.
According to the survey, it is still Swedish nature that is the driving force behind interest. According to the survey, Sweden as a tourist nation is primarily associated with the concepts fascinating (34 %), relaxing (33 %), educational (30 %) and exciting (28 %).
The survey also shows that the desire to travel among people around the world is now the highest ever recorded since measurements began in 2008.
-It is extremely gratifying that Sweden is one of the world's strongest nation brands and a very attractive tourist destination when travel demand is at its peak and the world is hopefully about to open up again, says Visit Sweden's CEO Susanne Andersson.
-If the tourist destination Sweden continues to deliver satisfied travelers, easily accessible nature and surprising, exciting and sustainable experiences, there is nothing to say that Sweden cannot achieve the government's goal of Sweden being the most attractive travel destination in the world by 2030, says Susanne.
Overall, Sweden ranks 9th out of 60 countries in the Ipsos survey of global nation brands. The survey shows that Sweden is relatively well-known in the world. Just over two-thirds (70 %) of respondents say they know Sweden, a proportion that has increased since 2010, when 65 % of respondents said they knew Sweden. Furthermore, the study shows that 68 % of respondents say they have a favorable image of Sweden.
The Anholt-Ipsos Nation Brand Index (NBI) is conducted annually by the research company Ipsos. During August, 60,000 respondents from 20 panel countries answered questions about 60 countries. The survey highlights nation brands in six categories: Exports, Governance, Culture, Population, Tourism and Immigration/Investment.
