The perception of the country of Sweden among well-traveled, conscious travelers abroad is positive – and very stable. What foreign tourists associate the country of Sweden with most is ”beautiful”, ”unique and accessible nature” and ”authenticity”. At the same time, several other countries are perceived in the same way. This is shown by a new survey from Visit Sweden.

”"Bright flower meadows, coniferous forests, as far as the eye can see. Large lakes blend into the landscape, and the shores are adorned with traditional red wooden houses with white windows."” So writes one of the international newspapers that praised Sweden this summer*. 

When Visit Sweden recently asked tourists in seven countries about their perception of Sweden, the most common associations were ”beautiful nature/surroundings”, ”unique, untouched nature that is accessible to everyone” and ”authenticity, natural and uncontrived”. But Sweden is also perceived as modern and sustainable. 

– Nature and authenticity are strong and obvious parts of Sweden's brand among our travelers. There is a longing to experience it on site and Visit Sweden wants to inspire tourists to find genuine experiences throughout the country during different seasons. This makes them want to stay longer and experience a lot – which leads to more long-term growth for tourism companies, says Ewa Lagerqvist, CEO of Visit Sweden. 

What foreign tourists associate with Sweden is stable over time. The most common associations with Sweden are largely the same as previous surveys, the most recent from 2016. The biggest difference is that Sweden now tends to be perceived as more innovative and progressive and is more associated with new technology and innovation.

– We work to spread stories about Sweden and strengthen our advantages as a country and destination. For example, before and during the summer, over a thousand articles about Sweden as a travel destination have been published in international media, continues Ewa Lagerqvist.

When tourists in the survey were asked to compare Sweden with countries such as Norway, Denmark, Finland and Canada, it becomes clear that Sweden is not perceived as completely unique; what we are associated with largely also applies to competing destinations. This applies to almost all associations with two exceptions: Literature and film and Music, where tourists think Sweden stands out compared to other countries.

The main associations with the country Sweden 

In Visit Sweden's target group The global traveler. Respondents have chosen which fixed statements they think are true about Sweden and at least three other countries. The percentage of respondents who agree with the statement is in parentheses.

1. Beautiful (nature, surroundings) (82%)
2. Has a unique untouched nature accessible to everyone (78%)
3. Authenticity – natural and uncontrived (74%)
4. Openness and freedom (affirms differences and allows people to express themselves freely) (73%)
5. Healthy Lifestyle (72%)
6. Sustainability (environment, tourism, social) (71%)
7. Modern (71%)
8. Thoughtfulness and kindness (71%)
9. Innovative and progressive – a country at the forefront (65%)
10. New Technology and Innovation (64%)
11. Design (59%)
12. Literature and Film (56%)
13. Is a country you hear about more and more (55%)
14. Music (54%)
15. Fashion (45%)