The Swedish tourism board, Visit Sweden, has been coming up with some pretty unique marketing strategies in the last years. Like “The Swedish Number” – a phone number that allowed anyone, anywhere in the world to ring it and be connected with a random Swede who would talk to you about how great the country is. Or turning over it’s Twitter account to a different Swede for a week at a time, with the idea being that not only one single voice could represent the country.
Now, in a campaign from Forsman & Bodenfors, Visit Sweden has put the entire country of Sweden on an Airbnb listing. The idea comes from the country’s “Allemansrätten“, the right of public access, and it allows any person to roam Sweden and enjoy any of it’s natural wonders such as lapland, coastlines, countryside, mountains, without any disturbance. And, even better, unlike the vast majority of Airbnbs who want you to pay to stay, Sweden aren’t asking for a single penny.
House rules on the various Sweden listings, whether it’s for a “Beach With Large Limestone Columns” or a “Cliff With a Panoramic Ocean View” read, “Our only ask is that you’re being mindful of the nature and neighbors … The things you leave behind are your footsteps, and the things you take with you are memories.”