Code of Conduct for Business Partners and Suppliers

Working together for a sustainable future

Our vision

By 2030, Visit Sweden aims to make Sweden the world’s most sustainable and attractive travel destination—powered by innovation and a deep respect for people and planet.

To get there, we work with partners and suppliers who share our values. This Code of Conduct sets out the standards we expect—covering human rights, working conditions, environmental responsibility and business ethics.

Our message is simple: we’re in this together. By making responsible choices and focusing on long-term impact, we create real value for our visitors, our communities, and the world we live in.

Who this Code applies to

This Code applies to all suppliers and business partners who work with Visit Sweden under contract. It also applies to your subcontractors. We expect you to apply the same principles and standards throughout your supply chain.

Why this matters

We’re committed to doing business in a way that is:

  • Socially responsible
  • Ethically sound
  • Environmentally sustainable
  • Legally compliant

This Code supports those goals. It’s reviewed and approved annually.

What we expect from our partners

Compliance and international standards

At a minimum, you must comply with all national laws and regulations in the countries where you operate. We also expect you to support and respect internationally recognised standards, including:

We also consider the UN Sustainable Development Goals (Agenda 2030) a shared roadmap—and encourage our partners to do the same.

Social responsibility

Human rights and labour standards

You must respect all internationally recognised human rights and ensure your business activities are not linked to any form of abuse or violation.

This includes:

  • Supporting freedom of association and collective bargaining
  • Ensuring safe, fair and legal working conditions
  • Prohibiting forced, bonded or prison labour
  • Preventing child labour, in line with ILO standards

Employees must be free to leave their jobs with proper notice. Employers must not hold identity documents or require deposits.

Diversity and inclusion

We value diversity and expect respectful, inclusive treatment of all employees.

Discrimination of any kind is not acceptable—including based on:

  • Gender or gender identity
  • Ethnic background
  • Religion or beliefs
  • Disability
  • Age
  • Sexual orientation
  • Political or philosophical views
  • Pregnancy or parental status

Equal pay for equal work must be upheld.

Fair pay and working hours

  • Wages must meet or exceed legal and industry standards.
  • Unauthorised or disciplinary deductions are not allowed.
  • Working hours must follow national laws, including holidays and breaks.

Health and safety

You must provide a safe, healthy workplace and meet all legal requirements. This includes:

  • Using appropriate safety gear
  • Maintaining safe equipment and buildings
  • Managing hazardous materials responsibly
  • Having clear safety procedures

If you provide employee housing, it must be safe, clean and allow for privacy.

You’re expected to work proactively to improve workplace wellbeing. This can be through:

  • Certification (e.g. AFS 2001:1, ISO 45001), or
  • A documented internal health and safety management system

Environmental responsibility

We aim to reduce our environmental impact—and expect our partners to do the same.

You should:

  • Comply with all environmental laws and regulations
  • Train staff in sustainable practices
  • Work actively to reduce emissions, waste and resource use
  • Avoid using hazardous materials or non-approved chemicals (per REACH)
  • Minimise environmental harm across the entire product lifecycle—from sourcing to disposal

You should also:

  • Have clear environmental goals
  • Use an environmental management system (certified or internal)
  • Provide an environmental policy or declaration upon request

Ethical business practices

We value long-term partnerships built on trust, honesty and fairness.

Conflict of interest

Avoid any situations—real or perceived—that could create a conflict of interest with Visit Sweden. If one arises, let us know straight away.

Anti-bribery and corruption

We have zero tolerance for bribery and corruption.

This means:

  • No offering or accepting of bribes or improper benefits
  • Compliance with the Code Against Corruption in Business (IMM)
  • Gifts must be modest, transparent, and relevant to business—not an attempt to influence decisions

Data protection

Respect for privacy is essential. You must handle all personal data lawfully and responsibly.

Follow-up and compliance

To work with Visit Sweden, you must commit to this Code.

We may:

  • Request signed confirmation from an authorised representative
  • Ask for documentation
  • Conduct audits to check compliance

If you fail to meet the standards in this Code—and don’t correct the issue within an agreed time—we may end our business relationship.

Raising concerns

If you, your employees, or anyone in your network sees something that goes against this Code, we want to know. Concerns can be reported through Visit Sweden’s whistleblowing channel.

Reporting a problem won’t lead to retaliation—on the contrary, it helps us act early and uphold the values we all share.

Final note

We’re proud to partner with businesses that share our vision for a sustainable future. This Code is part of how we walk the talk—together.

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