Sweden's marketing company, Visit Sweden, is receiving an expanded government mandate to contribute to the restart of the Swedish tourism industry.
The goal is to, in line with its existing mission, now also get more Swedes to choose Sweden as a travel destination – simply svemestra. At the same time, Visit Sweden will also reach visitors in neighboring countries with its target group-adapted marketing and communication.
– The assignment is an extremely important and welcome initiative from the government and we will begin work on measures and initiatives for 2021 as soon as possible, says Visit Sweden's CEO Ewa Lagerqvist.
– This more general Svemester initiative will very well complement the important marketing done by Sweden's various tourist regions.
– We see the assignment as an important part of Visit Sweden's continued work, Ewa continues.
It is too early to go into what specific activities this will involve, but it will most likely involve digital communication solutions and the provision of insights to strengthen the Swedish tourism industry in the short and long term.
While Swedish target groups will now be addressed, Visit Sweden will also reach out to like-minded target groups in Sweden's neighboring countries in a cost-effective manner.
– This means that Visit Sweden's efforts help Swedish companies grow, reach new markets and develop their competence and innovation capacity, and strengthen Sweden's competitiveness, concludes Ewa Lagerqvist.
Background: Why a summer internship?
When crises arise, there are always effects that risk paralyzing or even destroying companies and markets. With rising unemployment and a weakened economy, the Swedish tourism industry risks losing competitiveness and robustness.
As the pandemic eases its grip on the world, Sweden continues to risk an annual negative net tourist arrival. Many Swedes will continue to yearn to travel the world and spend their holiday money abroad.
At the same time, there are opportunities for new jobs and growing companies in Sweden, which can meet the challenges of today and tomorrow.
Visit Sweden will now contribute to Swedes and tourists from our neighboring countries visiting and touring Sweden. The hope is that together with the Swedish tourism industry, more people will discover and many will return to Sweden, so that the total consumption of Swedish products and services will increase.
