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 advantages to merging parts of the Swedish Institute agency with the company Visit Sweden.
Today, these two organizations work on similar issues, but with different focuses. Visit Sweden works primarily to attract tourists to the country, while the Swedish Institute focuses on building trust and knowledge about Sweden abroad. The government now wants to find out if a merger could make the work more efficient.
According to the government, the goal is to create a clearer image of Sweden abroad. By pooling resources, they hope to strengthen Sweden's brand and make it easier for foreign actors to understand what Sweden has to offer in terms of culture, business, and tourism.
The inquiry will now analyze how a potential merger could be implemented in practice. The work will continue for some time, and the results of the inquiry are expected to provide answers as to whether a new organization is the right path forward to strengthen Sweden's international presence.