I Visit SmÅland's campaign “It will be Småland!” – or “Småland bli dä” to express oneself in Småland – the landscape is shown fromn his bälast page. 
– We not only benefit from nature but also from well-known brands fromn Småcountry,sowned by Helene Berg, CEO of Smålands Turism. 

Smålands Turism is one of three county tourism organizations in Småland under the collective name Visit Småland. Under that brand, Smålands Turism ran the campaign “Emigrate to Småland this summer” in the summer of 2020 and “Småland has thought about it” for conferences in the spring. This summer, the campaign is about Småland being the given choice when vacationers plan and book their vacation.
– We highlight well-known brands from Småland, for example from the Astrid Lindgren and Emigrant Heritage., but with a more modern feel. There is probably hardly anyone in Sweden who doesn't have something at home that originated in Småland.

Emigrant-Kristina guides
“Småland will be!” runs between June 15 and October 3 and promotes both companies and holiday destinations within Jönköping County and Kronoberg County. The campaign is financed by two-thirds by Region Jönköping County. The remaining part is provided by Region Kronoberg together with Destination Småland. Destination Småland is Kronoberg's equivalent to Småland Tourism.
– In our campaign films we use our Kristina from the summer of 2020 as a guide and she sends families with children and adults on exciting experiences with the help of a little magic and the Småland objects you have at home, says Helene Berg.

Inspirators discovercker SmÅland Islands
The hub of the campaign is the website guide.visitsmaland.se, which is full of guides from influencers and inspirers and where hospitality businesses can be listed completely free of charge.
Among other things, food creator Lisa Lemke will discover Småland with her family and local influencer Linnéa Rolfsson will inspire through her Instagram account Hemlikheter. Competitive cyclist Elna Dahlstrand will take program host and artist Nassim Al Fakir on a mountain bike adventure and travel expert Lottie Knutson will rediscover the Småland of her childhood.
– We are learning from last year when it was shown that influencers really drive concrete bookings. They will therefore be important this year as well., says Helene Berg.