Get your own Swedish island: Apply now!
With over 267 000 islands, Sweden has more islands than any other country. Sweden’s island landscape is both diverse and abundant — offering something for every version of what "getting away" might mean.
With a twinkle in the eye, in the latest marketing campaign, Sweden is now offering some islands for adoption - not for sale, but to visit and care for.
Our brand message "Sweden - A destination of a different nature" is once again at the heart of this idea. “Sweden has more islands than any other country in the world, and we want to invite people to enjoy perhaps the most authentic luxury of all: the peace and tranquillity of nature on their own island,” says Susanne Andersson, CEO of Visit Sweden.
Watch the movie here:
Your Swedish Island - luxury of a different nature
For many, the idea of escaping to a private island has long symbolized the ultimate dream - not just as a luxury, but as a way to disconnect and breathe.
For example, the idea of waking up to the gentle sound of waves lapping against the rocks, with air scented by pine and salt. No schedule, no noise except seabirds and the wind in the trees.
Get your own Swedish island: applications are open
Launched by Visit Sweden in collaboration with the National Property Board that manages state-owned cultural heritage properties, the marketing campaign invites travellers to apply for the chance to become custodians of one of these carefully selected islands. Each location is wonderfully secluded, yet close enough to a local community for essentials - whether it’s picking up groceries, posting a letter, or joining a traditional Midsummer celebration.
How to compete
Applications are open until 17 April 2026. International travellers can upload a video, where they explain why they deserve to become an island custodian via the form. The most creative submissions, selected by a jury and announced in May 2026, will earn the right of use of one island for a full year.
The winners will get:
- A one-year island custodianship of one of the selected islands.
- A diploma as island custodian.
- A trip to Sweden.
- A contract outlining their rights and responsibilities.
The full terms and conditions can be viewed here.
"If you don’t get one of these islands, don’t worry. Sweden has many more that everyone can enjoy,” says Susanne Andersson.
Transfer "Your Swedish Island" into bookable experiences for your customers:
Here we have compiled assets that can help you develop ideas, turn the theme “Your Swedish Island” into bookable experiences, and leverage the initiative to draw attention to your own offers that include Swedish islands.
- Visit our B2C consumer campaign pages in English, Dutch, French and German for language-specific content
- Download high-quality island images of Sweden and - free to use for your own marketing
- Download ready-to-publish social media content in multiple languages and sizes — designed to help you amplify the competition and drive engagement in your own channels.
- Use the following hashtags: #visitweden, #YourSwedishIsland and #ofadifferentnature
- Find a local partner to connect with local suppliers and DMCs
Interested in the official Visit Sweden press release? You will find it here. Simply select your preferred language and sign up to receive future updates straight to your inbox.
"Ö" is Swedish for island. One tiny letter. A whole world of water and rocks.
If you’d like to offer your guests the dream of an island holiday and surprise them with an unusual destination beyond the Caribbean and the Balearic Islands, then Sweden is an excellent choice!
Gotland: Sweden’s magical island
Many say there’s something magical about Gotland. Sweden’s largest island lies in the middle of the Baltic Sea and is known for its unique landscapes and sunny climate.
Öland: Windmills and wide horizons
Connected to the southeast mainland by a six-kilometre bridge, Öland is a summer favourite for many Swedes, including the royal family. Expect fine-grained beaches, birdlife and coastal meadows dotted with windmills.
9 insider tips
In addition to the “classic” islands of Gotland and Öland, there are many other islands that invite you to enjoy a relaxing holiday. Here you’ll find 9 insider tips that not only offer stunning nature but also unique places to stay.
The Stockholm archipelago
A few minutes from the city centre, the Stockholm archipelago starts spreading out into its 30,000 islands, islets and skerries. It’s the largest archipelago in Sweden and has something for everyone – luxurious glamping, vibrant midsummer parties or acclaimed art museums, peaceful hikes, lonely lighthouses and a lot more.
The Gothenburg archipelago
Over on the west coast, Sweden’s second-largest city Gothenburg boasts its own archipelago, with some 20 islands. The Gothenburg archipelago has influenced city life with excellent seafood and a relaxed atmosphere. In return, the Gothenburg archipelago is spoilt with good communications and year-round experiences almost worthy of an urban area.
...and a lot more archipelagos
From Swedish Lapland in the far north, along the coastline down to the south and up the west coast, Sweden impresses with its archipelagos and thousands of islands.
