News
28 April 2025Webinars: Introduction to the Sweden brand strategy
Welcome to a webinar about the new strategy for strengthening the image of Sweden abroad. At the webinar, you will get a first presentation of the strategy and the accompanying workbook.
The webinar will be held in English and headed by communication strategist Andrea Rabus and brand strategist Christian Biller from the Swedish Institute.
Join us for any of the following dates:
22 May at 09:00 CEST.
23 May at 15:00 CEST.
28 May at 09:00 and 15:00 CEST
The strategy is currently only available in Swedish but an English version will be ready in mid-May. The presentations in May will be followed up by digital workshops in September.
Sweden brand strategy
Register to the webinar
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8 April 2025New support to promote Sweden as a destination from Visit Sweden
Tourism is one of the largest export industries in Sweden. It does not only boost local businesses, but also helps shape a positive image of Sweden internationally. You can now find new material on Visit Sweden’s website that you can use to promote Sweden as a destination.
Communication materials and inspiration
Visit Sweden offers communication materials that market Sweden as a destination in various ways. On their website, you can download videos, campaign materials, and print materials in English.
You can also find articles that you can use as inspiration to create your own content. The articles cover, among other things, Swedish food and beverage, culture, and nature.
Sharing destination Sweden toolkit on corporate.visitsweden.com
About Visit Sweden
Visit Sweden is the national marketing organisation for Sweden as a destination. They are a company owned by the Swedish government. Visit Sweden’s mission is to promote Sweden as a destination to the world and strengthen the conditions for a growing, competitive tourism industry.
About Visit Sweden on corporate.visitsweden.com
7 April 2025New UN uniforms developed by Swedish design students
Swedish design students from the Swedish School of Textiles are making history by developing a new collection of tour guide uniforms for the United Nations. This prestigious assignment has traditionally been held by renowned fashion houses like Dior and Benetton.
On Earth Day, 22 April, the collection will be unveiled at the United Nations Headquarters in New York. This is the first time a higher education institution has designed and developed tour guide uniforms for the UN Headquarters. It is also the first time there has been a focus on sustainability.
Starting 23 April, Swedish foreign mission will have access to exhibition prints, social media posts, videos, and a press release to spread the news about this unique collaboration. The material will be a part of the toolkit Fashion forever.
Promotional material
UN uniforms social media posts
17 February 2025Social media ideas for winter
Looking for ideas on what to post on social media? Here are some winter themed videos and recent posts from the Sweden channels. You can translate video subtitles and captions to your local language.
Social media content
Actor Elin Oskal about Sami culture and the film ‘Stolen’
Alpine tobogganing – a high-velocity winter sport
Skidpan training to prepare for Swedish winter roads
Winter cycling in Sweden
’Nyckelharpan’ – Swedish keyed fiddle
85 years of love in Swedish film
Happiness course at Stockholm School of Economics
Recycling in Sweden
Princess Victoria’s special officer training in the Swedish Armed Forces
Nordic noir author Karin Smirnoff
Scandinavian Winter Swimming Championship
Recipe: Swedish semla
Read all news{
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"href": "https://cms.sharingsweden.se/event/eurovision-song-contest/",
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"year": 2025
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"date": "2025-05-17",
"month": "May",
"year": 2025
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"id": 74,
"description": "International Day Against Homophobia, Biphobia and Transphobia (IDAHOBIT)",
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"caption": "Photo: <a href=\"https://imagebank.sweden.se/meadow+in+full+bloom///595#detail\">Erik Leonsson/imagebank.sweden.se</a>"
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"title": "Clam farming",
"caption": "A clam farm outside Uddevalla in the province of Bohuslän on the west coast of Sweden. Photo: Per Pixel Petersson/imagebank.sweden.se"
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"date": "2025-06-08",
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"src": "https://cms.sharingsweden.se/app/uploads/2025/05/Democracy-webinars.jpg",
"alt": "Three young adults hanging out in central Stockholm.",
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"title": "sharing cover image (1600 × 900px) (1164 × 780px) – 1",
"caption": "Photo: Maskot Bildbyrå AB/Johnér Bildbyrå"
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"href": "https://cms.sharingsweden.se/event/webinar-democracy-toolkits/",
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"date": "2025-06-09",
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"id": 75,
"description": "Music moment 1990: ‘Pretty Woman’ theme song ‘It Must Have Been Love’ by Roxette hit number one on the Billboard Hot 100 chart",
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"src": "https://cms.sharingsweden.se/app/uploads/2023/09/Swedish-music-moments-Roxette-thumbnail-e1694599873774.jpg",
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"title": "Swedish-music-moments-Roxette-thumbnail.jpg",
"caption": "Roxette. Photo: Mattias Edwall"
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"id": 54,
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"height": 1653,
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"title": "vilhelm_stokstad-midsummer_preparations-6591",
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"date": "2025-06-20",
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{
"id": 76,
"description": "Music moment 1990: The movie ‘Pretty Woman’ with theme song by Roxette premiered in Sweden",
"image": {
"src": "https://cms.sharingsweden.se/app/uploads/2023/09/Swedish-music-moments-Roxette-thumbnail-e1694599873774.jpg",
"alt": "Per Gessle and Marie Fredriksson of Swedish band Roxette.",
"height": 900,
"width": 893,
"title": "Swedish-music-moments-Roxette-thumbnail.jpg",
"caption": "Roxette. Photo: Mattias Edwall"
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{
"date": "2025-06-29",
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"src": "https://cms.sharingsweden.se/app/uploads/2024/05/Victoria-22029_KRPR_FotoLindaBrostromKunglHovstaterna.sRGB_.jpg",
"alt": "The crown princess smiling, in a room at the Royal castle.",
"height": 716,
"width": 1200,
"title": "2022-03-29, Kungliga slottet; H.K.H. Kronprinsessan",
"caption": "HRH The Crown Princess. Photo: Linda Broström/Kungl. Hovstaterna"
},
"href": "https://cms.sharingsweden.se/event/crown-princesss-birthday/",
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{
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"month": "Jul",
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{
"id": 38,
"description": "Tornedalians’ day",
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"src": "https://cms.sharingsweden.se/app/uploads/2024/01/folio-meanflaku-8857.jpg",
"alt": "A yellow, white and blue Tornedalian flag.",
"height": 1653,
"width": 2480,
"title": "folio-meänflaku-8857",
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"href": "https://cms.sharingsweden.se/event/tornedalers-day/",
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"date": "2025-07-15",
"month": "Jul",
"year": 2025
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"description": "Crayfish premiere",
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"src": "https://cms.sharingsweden.se/app/uploads/2024/01/anna_hallams-crayfish_party-7457.jpg",
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"height": 999,
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"caption": "Photo: <a href=\"https://imagebank.sweden.se/crayfish+party///7457#detail\"> Anna Hållams/imagebank.sweden.se</a>"
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"id": 47,
"description": "International Day of the World’s Indigenous Peoples",
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"src": "https://cms.sharingsweden.se/app/uploads/2023/12/lola_akinmade_akerstrom-sami-2075.jpg",
"alt": "A family dressed in traditional Sami clothing.",
"height": 809,
"width": 1200,
"title": "Indigenous Sami",
"caption": "The Sami people have their own folk costume, the kolt. The traditionally blue costumes have at least 12 different styles and differ for men and women. Photo: <a href=\"https://imagebank.sweden.se/sami/northern+sweden/swedish+lapland/2075#detail\">Lola Akinmade Åkerström/imagebank.sweden.se</a>"
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"id": 43,
"description": "Swedish meatball day",
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"src": "https://cms.sharingsweden.se/app/uploads/2023/12/lieselotte_van_der_meijs-meatballs-8107.jpg",
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"height": 800,
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"caption": "Swedish meatballs are traditionally served with gravy, mashed or boiled potatoes, lingonberries, and pickled cucumber.\nPhoto: <a href=\"https://imagebank.sweden.se/meatballs///8107#detail\">Lieselotte van der Meijs/imagebank.sweden.se</a>"
},
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{
"date": "2025-08-23",
"month": "Aug",
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"id": 57,
"description": "Raoul Wallenberg Day",
"image": {
"src": "https://cms.sharingsweden.se/app/uploads/2023/11/Raoul_Wallenberg-Wikimedia-e1718275838616.jpg",
"alt": "A black and white passport photo of Raoul Wallenberg",
"height": 461,
"width": 450,
"title": "Raoul_Wallenberg Wikimedia",
"caption": "Passport photograph of Raoul Wallenberg, June 1944."
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"href": "https://cms.sharingsweden.se/event/raoul-wallenberg-day/",
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{
"date": "2025-08-27",
"month": "Aug",
"year": 2025
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"id": 4,
"description": "Study in Sweden online fair (MENA/Africa)",
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"height": 1076,
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{
"title": "Webinars: Introduction to the Sweden brand strategy",
"content": "\n\n\n\n\n\n\n\nWelcome to a webinar about the new strategy for strengthening the image of Sweden abroad. At the webinar, you will get a first presentation of the strategy and the accompanying workbook.\n\n\n\n\nThe webinar will be held in English and headed by communication strategist Andrea Rabus and brand strategist Christian Biller from the Swedish Institute.\n\n\n\nJoin us for any of the following dates:\n\n\n\n\n22 May at 09:00 CEST.\n\n\n\n23 May at 15:00 CEST.\n\n\n\n28 May at 09:00 and 15:00 CEST\n\n\n\n\nThe strategy is currently only available in Swedish but an English version will be ready in mid-May. The presentations in May will be followed up by digital workshops in September.\n\n\n\nSweden brand strategy\n\n\n\nRegister to the webinar\n\n\n\n Your browser does not support Iframes. ",
"date": "28 April 2025",
"imageProps": {
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"alt": "A child and her father looking at a globe lamp.",
"height": 1560,
"width": 2328,
"title": "Parent and child looking at globe",
"caption": "Photo: Lisa Öberg/Johnér Bildbyrå"
},
"href": "/webinars-introduction-to-the-sweden-brand-strategy/"
},
{
"title": "New support to promote Sweden as a destination from Visit Sweden",
"content": "\n\n\n\n\n\n\n\nTourism is one of the largest export industries in Sweden. It does not only boost local businesses, but also helps shape a positive image of Sweden internationally. You can now find new material on Visit Sweden’s website that you can use to promote Sweden as a destination.\n\n\n\n\nCommunication materials and inspiration\n\n\n\nVisit Sweden offers communication materials that market Sweden as a destination in various ways. On their website, you can download videos, campaign materials, and print materials in English.\n\n\n\nYou can also find articles that you can use as inspiration to create your own content. The articles cover, among other things, Swedish food and beverage, culture, and nature.\n\n\n\nSharing destination Sweden toolkit on corporate.visitsweden.com\n\n\n\nAbout Visit Sweden\n\n\n\nVisit Sweden is the national marketing organisation for Sweden as a destination. They are a company owned by the Swedish government. Visit Sweden’s mission is to promote Sweden as a destination to the world and strengthen the conditions for a growing, competitive tourism industry.\n\n\n\nAbout Visit Sweden on corporate.visitsweden.com\n\n\n",
"date": "8 April 2025",
"imageProps": {
"src": "https://cms.sharingsweden.se/app/uploads/2025/04/restaurant.jpg",
"alt": "Inside a restaurant with wooden tables and chairs along a window wall. A woman and man is sitting at a bar to the right. Blurry in the front you see an oil lamp hanging from the ceiling.",
"height": 1653,
"width": 2480,
"title": "Restaurant",
"caption": "Photo: Tina Axelsson/imagebank.sweden.se"
},
"href": "/new-support-to-promote-sweden-as-a-destination-from-visit-sweden/"
},
{
"title": "New UN uniforms developed by Swedish design students",
"content": "\n\n\n\n\n\n\n\nSwedish design students from the Swedish School of Textiles are making history by developing a new collection of tour guide uniforms for the United Nations. This prestigious assignment has traditionally been held by renowned fashion houses like Dior and Benetton.\n\n\n\n\nOn Earth Day, 22 April, the collection will be unveiled at the United Nations Headquarters in New York. This is the first time a higher education institution has designed and developed tour guide uniforms for the UN Headquarters. It is also the first time there has been a focus on sustainability.\n\n\n\nStarting 23 April, Swedish foreign mission will have access to exhibition prints, social media posts, videos, and a press release to spread the news about this unique collaboration. The material will be a part of the toolkit Fashion forever.\n\n\n\n \n Promotional material\n \n \n \n \n \n \n UN uniforms social media posts\n \n \n \n\n\n",
"date": "7 April 2025",
"imageProps": {
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"title": "Textilhogskolan Ola Kjelbye",
"caption": "Students from the Swedish School of Textiles in Borås. Photo: Ola Kjelbye"
},
"href": "/new-un-uniforms-developed-by-swedish-design-students/"
},
{
"title": "Social media ideas for winter",
"content": "\n\n\n\n\n\n\nLooking for ideas on what to post on social media? Here are some winter themed videos and recent posts from the Sweden channels. You can translate video subtitles and captions to your local language.\n\n\n\n \n Social media content\n \n \n \n \n \n \n Actor Elin Oskal about Sami culture and the film ‘Stolen’\n \n \n \n \n \n Alpine tobogganing – a high-velocity winter sport\n \n \n \n \n \n Skidpan training to prepare for Swedish winter roads\n \n \n \n \n \n Winter cycling in Sweden\n \n \n \n \n \n ’Nyckelharpan’ – Swedish keyed fiddle\n \n \n \n \n \n 85 years of love in Swedish film\n \n \n \n \n \n Happiness course at Stockholm School of Economics \n \n \n \n \n \n Recycling in Sweden\n \n \n \n \n \n Princess Victoria’s special officer training in the Swedish Armed Forces\n \n \n \n \n \n Nordic noir author Karin Smirnoff\n \n \n \n \n \n Scandinavian Winter Swimming Championship\n \n \n \n \n \n Recipe: Swedish semla\n \n \n \n\n\n",
"date": "17 February 2025",
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"alt": "Reindeer in snow",
"height": 1653,
"width": 2480,
"title": "Reindeer",
"caption": "Photo: Jörgen Wiklund/imagebank.sweden.se"
},
"href": "/social-media-ideas-for-winter/"
}
],
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"title": "Webinars: Introduction to the Sweden brand strategy",
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"date": "28 April 2025",
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"title": "New support to promote Sweden as a destination from Visit Sweden",
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"title": "Social media ideas for winter",
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"title": "Webinars: Introduction to the Sweden brand strategy",
"content": "\n\n\n\n\n\n\n\nWelcome to a webinar about the new strategy for strengthening the image of Sweden abroad. At the webinar, you will get a first presentation of the strategy and the accompanying workbook.\n\n\n\n\nThe webinar will be held in English and headed by communication strategist Andrea Rabus and brand strategist Christian Biller from the Swedish Institute.\n\n\n\nJoin us for any of the following dates:\n\n\n\n\n22 May at 09:00 CEST.\n\n\n\n23 May at 15:00 CEST.\n\n\n\n28 May at 09:00 and 15:00 CEST\n\n\n\n\nThe strategy is currently only available in Swedish but an English version will be ready in mid-May. The presentations in May will be followed up by digital workshops in September.\n\n\n\nSweden brand strategy\n\n\n\nRegister to the webinar\n\n\n\n Your browser does not support Iframes. ",
"date": "28 April 2025",
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"title": "New support to promote Sweden as a destination from Visit Sweden",
"content": "\n\n\n\n\n\n\n\nTourism is one of the largest export industries in Sweden. It does not only boost local businesses, but also helps shape a positive image of Sweden internationally. You can now find new material on Visit Sweden’s website that you can use to promote Sweden as a destination.\n\n\n\n\nCommunication materials and inspiration\n\n\n\nVisit Sweden offers communication materials that market Sweden as a destination in various ways. On their website, you can download videos, campaign materials, and print materials in English.\n\n\n\nYou can also find articles that you can use as inspiration to create your own content. The articles cover, among other things, Swedish food and beverage, culture, and nature.\n\n\n\nSharing destination Sweden toolkit on corporate.visitsweden.com\n\n\n\nAbout Visit Sweden\n\n\n\nVisit Sweden is the national marketing organisation for Sweden as a destination. They are a company owned by the Swedish government. Visit Sweden’s mission is to promote Sweden as a destination to the world and strengthen the conditions for a growing, competitive tourism industry.\n\n\n\nAbout Visit Sweden on corporate.visitsweden.com\n\n\n",
"date": "8 April 2025",
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"date": "7 April 2025",
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"title": "Social media ideas for winter",
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7 April 2025
17 February 2025