The government's autumn budget proposal, which was launched today, indicates SEK 20 million for Visit Sweden, to continue marketing Sweden as a tourist destination for both foreign and Swedish target groups in 2022 and contribute to the restart of the Swedish tourism industry after the pandemic.
The government sees that Visit Sweden should continue to have a key role in marketing Sweden and in increasing Sweden's attractiveness as a tourist destination. Therefore, the government wants to extend the company's mission to market Sweden as a tourist destination for both foreign and domestic target groups and is therefore allocating SEK 20 million for 2022.
– It is extremely gratifying that we are being given continued trust to conduct marketing in Sweden for another year, as it will be extremely important for a long time to contribute to the restart of the Swedish tourism industry after the pandemic, says Visit Sweden's CEO Susanne Andersson.
– One plus one becomes three here when we can now continue to use the knowledge we have acquired about the Swedish target group of tourists and when we can build on the appreciated marketing we have carried out so far, says Susanne Andersson.
It is too early to discuss how the million-sek contribution will be used, as the contribution applies to 2022. But it is clear that Visit Sweden will build on the Svemester assignment that the company received at the turn of the year 2020-2021.
By continuing marketing work aimed at Swedes, also in 2022, the work and knowledge Visit Sweden now has can be used more effectively.
Visit Sweden's Svemester mission began at the turn of the year 2020-2021 and has so far resulted in the marketing campaign "The involuntary tourists' guide to Sweden" and a digital experience guide with slightly lesser-known destinations, which was launched in May.
To date, Visit Sweden has reached approximately six million people through its marketing efforts within the Svemester mission. Primarily Swedes but also Nordic residents.
The digital experience guide alone has had 121,153 users and nearly half a million page views since its launch in May. Over 70% of those reached by the campaign say they have been greatly inspired to discover more of Sweden.
During the year 2021, a string of well-attended inspirational and knowledge-raising webinars have also been arranged for tourism industry players, where Visit Sweden has shared the insights and knowledge that have emerged during the work on various marketing campaigns and activities regarding the Swedish target group of tourists.
This is how Visit Sweden thinks about tourism, travel and sustainability https://corporate.visitsweden.com/om-oss/i-fokus/
