Visit Sweden, Sweden’s official tourism board, has partnered with Airbnb to turn the entire country into an Airbnb listing. And the best part is – you don’t have to officially book accommodation because all publicly owned land is entirely free and accessible to everyone.
Every lake is your infinity pool, every mountaintop your granite terrace, every meadow becomes a garden and every forest a pantry filled with mushrooms and berries. Feel free to take a morning jog or bike ride across open fields or trek through challenging mountain terrain. Should you want an upgrade, you do not need to ask anyone, just find the best location that suits you and your mood.
This is made possible thanks to a Swedish right guaranteed by the constitution – freedom to roam. 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 Sweden and, through freedom to roam, they can share our wonderful nature.
Jenny Kaiser, USA Country Manager at Visit Sweden
Freedom to roam allows everyone and anyone to be free amidst Swedish nature with the right to access, walk, cycle or camp on any land. Only private gardens and lands under cultivation are an exception to the rule. The idea of free nature accessible to anyone is in the DNA of every Swede, but with great freedom comes responsibility. The general rule for spending time in nature is “do not disturb, do not destroy” – just like in any other home.
We are very excited to welcome Sweden on Airbnb for everyone to explore. This partnership is a first of its kind collaboration between a tourism board and Airbnb. It is designed to promote Sweden as a destination through the power of the Airbnb community which is perfectly placed to showcase the many extraordinary locations to stay throughout the country.
James McClure, General Manager Northern Europe at Airbnb
The campaign is launching today.
To find out more about Sweden on Airbnb visit http://airbnb.com/Sweden
About Visit Sweden
Visit Sweden is a communications company promoting Sweden as a destination and as a brand. Our vision is to create a desire for Sweden, to encourage more foreign travelers to travel there. Visit Sweden forms partnerships with Swedish regions and other players in the Swedish tourism industry as well as non-tourism organizations to create marketing- and communication campaigns and raise the awareness and interest about Sweden as a tourist destination. Visit Sweden is present in 10 countries worldwide and combines local presence with market-wide communication. Visit Sweden has defined their target audience on all markets as The Global Traveler. Common to many in the target group is a curiosity about nature and lifestyle in Sweden. Visit Sweden is equally owned by the Swedish Government through the Ministry of Enterprise & Innovation and the Swedish Tourism Industry through Svensk Turism AB.
About the freedom to roam
Sweden’s freedom to roam concept is based on a constitutional guarantee known as the Right of Public Access, which is a unique institution. The literal meaning of the Swedish term of the Right of Public Access, allemansrätten, is ‘everyman’s right’. It provides anyone living in or visiting Sweden the freedom to roam just about anywhere in the countryside as long as there is no disturbance or destruction of property or the environment. Many Swedes regard the Right of Public Access as part of a cultural heritage, sometimes even as a national symbol. Its origins go back in part to provincial laws and customs dating from the Middle Ages.
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