Government to investigate new organization for Sweden's international marketing
The government has decided to appoint an inquiry to review how Sweden is marketed abroad. The purpose is to examine whether the work can be made more efficient by changing the cooperation between various government agencies.
The focus of the inquiry is on Visit Sweden and the Swedish Institute. The government wants to analyze whether parts of these two organizations should be merged or coordinated in a new way. The goal is to create a clearer and stronger image of Sweden internationally.
Visit Sweden currently works primarily on attracting tourists to the country, while the Swedish Institute focuses on spreading knowledge about Sweden and promoting relations with other countries. By evaluating their roles, the government hopes that resources can be used more effectively.
The inquiry will now look at the advantages and disadvantages of a merger. The results of the analysis will form the basis for future decisions on how the Swedish state should work to strengthen Sweden's brand in the world.