Government to investigate new organization for Sweden's international marketing
The government has decided to appoint an inquiry to review how Sweden is marketed internationally. The purpose is to examine whether there are benefits to merging parts of the agency Swedish Institute with the company Visit Sweden.
Today, these two organizations work on similar tasks, but they have different focuses. Visit Sweden works primarily on attracting tourists to the country, while the Swedish Institute focuses on spreading knowledge about Sweden and building good relationships with other countries. The government now wants to see if a merger could make the work more efficient.
By pooling resources, the government hopes that Sweden can have a clearer and stronger voice abroad. A joint organization could create better coordination and reduce duplication of work between the different operations.
The inquiry will now analyze how a potential merger could be implemented in practical terms. The results of the inquiry will form the basis for the government's future decisions on how Sweden can best present itself to the rest of the world.