Government investigates new organization for Sweden's international marketing
The government has initiated an inquiry that could change how Sweden is marketed abroad. The purpose is to review whether two of the country's most important agencies and actors, Visit Sweden and the Swedish Institute, should be merged into a single organization.
Visit Sweden currently works primarily with marketing Sweden as a destination for tourists. The Swedish Institute, meanwhile, is tasked with spreading knowledge about Sweden and promoting relations with other countries through means such as culture and education. The government believes there are similarities in their work that could make a merger effective.
By uniting resources, the government hopes to create a clearer and more uniform image of Sweden internationally. The goal is to make the Swedish brand stronger, which in turn could benefit both the tourism industry and Sweden's diplomatic efforts.
The inquiry will now analyze how such a change would affect the operations and what advantages or risks exist in creating a joint agency. The results of the inquiry are expected to provide answers as to whether a merger is the right path to take to strengthen Sweden's position in the world.