Sweden will be the world's most sustainable and attractive travel destination by 2030. The government states this in its new strategy for sustainable tourism and a growing tourism industry.

The strategy aims to create long-term conditions for a sustainable tourism industry and will guide the government's policy for the next ten years.

How exactly the goal of the world's most attractive travel destination should be measured, Minister of Industry Ibrahim Baylan (S) could not answer when he presented the strategy at a press conference.

– This is a common direction that we are now developing with the industry and our authorities. This will then be broken down into concrete action plans, which of course also applies to the goals we have set, he says.

In the strategy, the government highlights four priority areas: easier entrepreneurship, jobs and skills, knowledge and innovation, and marketing.