Current campaign

There’s only one Original Sweden – and we’re making it official

Did you know there are eight places in the world called Sweden? While imitation is the sincerest form of flattery, we think one Sweden is quite enough. To avoid mix-ups and make it easier for international travellers to find the real deal, Visit Sweden is applying to trademark the country’s name.

Visit the Original Sweden is our cheeky new campaign that separates the original from the copycats. We’re taking a bold step—applying to trademark Sweden—to help travellers land in the right place.

A recent Visit Sweden survey found that 45% of travellers have come across duplicate place names when planning a trip. Even more surprising? 8% ended up in the wrong destination altogether.

To avoid future mix-ups, we’ve submitted an application to the European Union Intellectual Property Office (EUIPO) to trademark Sweden’s name. And we’re inviting the world to back us by signing an online petition.

This tongue-in-cheek move builds on our ongoing theme, ‘Luxury of a different nature’, and will roll out across our focus markets via PR, social media, digital ads and media partnerships. Trade partners, stay tuned—FAM trips aligned with the campaign theme will be offered in the coming year.

“It’s flattering, really...”

“It’s flattering that other places want to be called Sweden,” says Susanne Andersson, CEO of Visit Sweden. “But we’d prefer if there was just one. Our Sweden. The one with lakes, islands, forests, and the world’s best flat-pack furniture.”

“When people think of Sweden, they should picture our rich landscapes, fika culture and iconic design—not another place that just happens to share our name. We want everyone to join us, sign the petition, and help travellers discover the one and only Original Sweden.”

If successful, Sweden’s trademark could lead to clearer travel planning and fewer mix-ups in the future. With the online petition now live, Visit Sweden is calling on everyone’s support to help create travel harmony.

How to spot the Original Sweden

The real Sweden isn’t just a name—it’s an experience. Here’s what sets us apart:

• Free blue gems – Not sapphires, but blueberries! Forage in wild forests or harvest seaweed by the salty West Coast.
• Exclusive islands – Enjoy quiet luxury in untouched archipelagos far from the crowds.
• “Four-seasons” accommodations, Swedish style – Stay in one-of-a-kind hotels - made of ice, floating on water, perched in trees, or among wolves and other Nordic wildlife.
• Open to all – One of the world’s most inclusive destinations—romantic, progressive and always welcoming.
• Chauffeurs, Swedish style – Snowmobile safaris and dog sledding await in wintery Swedish Lapland.
• Timeless treasures – Step back in time at UNESCO World Heritage Sites like medieval Visby and the ancient landscape of Laponia.

Get involved

Let your customers in on the secret of the Original Sweden—and boost your tour offerings with a story worth sharing.

Our campaign site is live in:

• English
• German
• Dutch
• French

We’d love your support in spreading the word. Join us, sign the petition, and help put the Original Sweden on the map—where it belongs.

See you soon in the Original Sweden.