Don't miss the latest stories
Sweden Lists The Entire Country On Airbnb In Its Epic New Tourism Campaign
By Yoon Sann Wong, 23 May 2017
Sweden invites you to “explore the freedom to roam” in its latest tourism campaign that has the entire country listed on Airbnb. The initiative was put forth in partnership with Forsman & Bodenfors—formerly the independent agency responsible for Volvo’s ‘Epic Split’ before being acquired by MDC Parners last year—and is based on the proposition of ‘Allemansrätten’.
“Allemansrätten—or the freedom to roam—is a principle protected by Swedish law that gives all people the right to be free in Swedish nature,” explains the country’s tourism board on the Sweden x Airbnb dedicated site.
“In other words, Swedish nature isn’t just a piece of land with trees and lakes and cliffs—it’s a home with all the necessities and amenities that any great home should have.”
“It’s a place where you can eat berries from the ground, sleep under the stars, swim in the lakes and roam freely. To make this home available for everyone, Sweden has listed the entire country on Airbnb.”
Visit Sweden’s US manager Jenny Kaiser elaborates, “This right enables the Swedish people to experience nature and enjoy the beautiful Swedish wildlife… In Sweden, we have everything from high mountains to deep forests, from beautiful archipelagos to quiet meadows. Now, together with Airbnb, we welcome everyone to come to Sweden and, through freedom to roam, share our wonderful nature.”
Browse through the ‘Roam Free’ points of interest such as this rustic forest retreat, rocky island in the Stockholm archipelago, and cliff with panoramic ocean view to find legitimate Airbnb rentals in the area.
This isn’t the first time Sweden has made headlines with its tourism campaign. Last year, it launched ‘The Swedish Number’, which bagged a ‘Black Pencil’ at the D&AD Awards 2017.
Watch the campaign video below to learn more.
[via Adweek, video via VisitSweden, image screenshots via Airbnb – Visit Sweden]
More related news
Also check out these recent news