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.
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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"width": 1200,
"title": "Lund",
"caption": "Photo: <a href=\"https://imagebank.sweden.se/walpurgis+eve/southern+sweden/lund/4779#detail\">Aline Lessner/imagebank.sweden.se</a>"
},
"href": "https://cms.sharingsweden.se/event/walpurgis-night/",
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{
"date": "2025-04-30",
"month": "Apr",
"year": 2025
}
],
"earliestDate": "2025-04-30"
},
{
"id": 43,
"description": "World Press Freedom Day",
"image": {
"src": "https://cms.sharingsweden.se/app/uploads/2024/04/freedom-of-information.jpg",
"alt": "Two people with headsets in a radio studio.",
"height": 1653,
"width": 2480,
"title": "Freedom of information",
"caption": "Photo: <a href=\"https://imagebank.sweden.se/freedom+of+information///8411#detail\">Plattform/Scandinav/imagebank.sweden.se</a>"
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"href": "https://cms.sharingsweden.se/event/world-press-freedom-day/",
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{
"date": "2025-05-03",
"month": "May",
"year": 2025
}
],
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{
"id": 29,
"description": "Europe Day",
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"src": "https://cms.sharingsweden.se/app/uploads/2024/05/sweden-and-the-eu.jpg",
"alt": "A girl holding two small paper flags: the Swedish flag and the flag for the European Union, both blue and yellow.",
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"title": "Sweden and the EU",
"caption": "Photo: <a href=\"https://imagebank.sweden.se/sweden+and+the+eu///8129#detail\">Lieselotte van der Meijs/imagebank.sweden.se</a>"
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"href": "https://cms.sharingsweden.se/event/europe-day/",
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{
"date": "2025-05-09",
"month": "May",
"year": 2025
}
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{
"id": 19,
"description": "Study in Sweden online fair (Asia)",
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"src": "https://cms.sharingsweden.se/app/uploads/2023/09/Study-presentation-thumbnail.png",
"alt": "Study in Sweden",
"height": 1076,
"width": 1912,
"title": "Study presentation",
"caption": ""
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"href": "https://cms.sharingsweden.se/event/study-in-sweden-online-fair-asia/",
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{
"date": "2025-05-17",
"month": "May",
"year": 2025
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{
"date": "2025-11-13",
"month": "Nov",
"year": 2025
}
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{
"id": 36,
"description": "Eurovision Song Contest",
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"src": "https://cms.sharingsweden.se/app/uploads/2024/01/Eurovision_AndyVonPipp_TT.jpg",
"alt": "Loreen winning Eurovision 2023.",
"height": 1666,
"width": 2500,
"title": "Eurovision Song Contest 2023: The Final – WINNER – SWEDEN – LOREEN",
"caption": "Loreen, winner of the Eurovision Song Contest 2023. Photo: © Andy Von Pip/ZUMA Press Wire."
},
"href": "https://cms.sharingsweden.se/event/eurovision-song-contest/",
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{
"date": "2025-05-17",
"month": "May",
"year": 2025
},
{
"date": "2025-05-17",
"month": "May",
"year": 2025
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"id": 74,
"description": "International Day Against Homophobia, Biphobia and Transphobia (IDAHOT)",
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"src": "https://cms.sharingsweden.se/app/uploads/2024/04/equal-rights.jpg",
"alt": "Two persons holding hands.",
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"width": 2480,
"title": "Equal rights",
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{
"date": "2025-05-17",
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{
"id": 1,
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"src": "https://cms.sharingsweden.se/app/uploads/2025/04/Strategy-webinar_ima191242_Lisa-Oberg-Johner.jpg",
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"title": "Parent and child looking at globe",
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"href": "https://cms.sharingsweden.se/event/webinar-introduction-to-the-sweden-brand-strategy-2/",
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{
"date": "2025-05-22",
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"id": 7,
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"title": "Meadow in full bloom",
"caption": "Photo: <a href=\"https://imagebank.sweden.se/meadow+in+full+bloom///595#detail\">Erik Leonsson/imagebank.sweden.se</a>"
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"date": "2025-05-22",
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"id": 0,
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"alt": "A child and her father looking at a globe lamp.",
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"title": "Parent and child looking at globe",
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"href": "https://cms.sharingsweden.se/event/webinar-introduction-to-the-sweden-brand-strategy-3/",
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{
"date": "2025-05-23",
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{
"id": 30,
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"src": "https://cms.sharingsweden.se/app/uploads/2024/04/abisko-national-park.jpg",
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"title": "Abisko national park",
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{
"date": "2025-05-24",
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{
"id": 28,
"description": "Mother’s day",
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"title": "Social kids",
"caption": "Photo: <a href=\"https://imagebank.sweden.se/social+kids///9752#detail\">Folio/imagebank.sweden.se</a>"
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{
"date": "2025-05-25",
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{
"id": 2,
"description": "Webinar: Introduction to the Sweden brand strategy",
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"src": "https://cms.sharingsweden.se/app/uploads/2025/04/Strategy-webinar_ima191242_Lisa-Oberg-Johner.jpg",
"alt": "A child and her father looking at a globe lamp.",
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"title": "Parent and child looking at globe",
"caption": "Photo: Lisa Öberg/Johnér Bildbyrå"
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"href": "https://cms.sharingsweden.se/event/webinar-introduction-to-the-sweden-brand-strategy/",
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"date": "2025-05-28",
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"id": 59,
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"src": "https://cms.sharingsweden.se/app/uploads/2023/09/magnus_liam_karlsson-stockholm_pride-5454.jpg",
"alt": "A woman with a rainbow umbrella at a Pride Parade.",
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"title": "stockholm pride",
"caption": "Photo: <a href=\"https://imagebank.sweden.se/stockholm+pride//stockholm/5454#detail\">Magnus Liam Karlsson/imagebank.sweden.se</a>"
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"href": "https://cms.sharingsweden.se/event/pride-month/",
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"date": "2025-06-01",
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{
"id": 26,
"description": "World Bicycle Day",
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"src": "https://cms.sharingsweden.se/app/uploads/2024/07/getting-from-school.jpg",
"alt": "Two siblings in a Swedish suburb getting home from school by bike.",
"height": 1655,
"width": 2480,
"title": "Getting from school",
"caption": "Photo: Simon Paulin/imagebank.sweden.se"
},
"href": "https://cms.sharingsweden.se/event/world-bicycle-day/",
"dates": [
{
"date": "2025-06-03",
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{
"id": 45,
"description": "World Environment Day",
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"src": "https://cms.sharingsweden.se/app/uploads/2023/12/ulf_lundin-playing_in_the_woods-4828.jpg",
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"title": "ulf_lundin-playing_in_the_woods-4828",
"caption": "Swedish children using the right of public access (Allemansrätten) to play in the woods. Photo: <a href=\"https://imagebank.sweden.se/playing+in+the+woods///4828#detail\">Ulf Lundin/imagebank.sweden.se</a>"
},
"href": "https://cms.sharingsweden.se/event/world-environment-day/",
"dates": [
{
"date": "2025-06-05",
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},
{
"id": 68,
"description": "National Day of Sweden",
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"src": "https://cms.sharingsweden.se/app/uploads/2023/09/astrakan-national_day-8806.jpg",
"alt": "The Swedish flag beinjg raised in a summer garden.",
"height": 1653,
"width": 2480,
"title": "National Day. Photo: Astrakan/Scandinav/imagebank.sweden.se",
"caption": "Photo: Astrakan/Scandinav/imagebank.sweden.se"
},
"href": "https://cms.sharingsweden.se/event/national-day-of-sweden/",
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{
"date": "2025-06-06",
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}
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{
"id": 6,
"description": "World Ocean Day",
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"src": "https://cms.sharingsweden.se/app/uploads/2025/02/clam-farming.jpg",
"alt": "Clam farming",
"height": 1622,
"width": 2480,
"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"
},
"href": "https://cms.sharingsweden.se/event/world-ocean-day/",
"dates": [
{
"date": "2025-06-08",
"month": "Jun",
"year": 2025
}
],
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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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"dates": [
{
"date": "2025-06-16",
"month": "Jun",
"year": 2025
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"id": 54,
"description": "Midsummer",
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"src": "https://cms.sharingsweden.se/app/uploads/2023/11/vilhelm_stokstad-midsummer_preparations-6591.jpg",
"alt": "Two women picking flowers for midsummer.",
"height": 1653,
"width": 2480,
"title": "vilhelm_stokstad-midsummer_preparations-6591",
"caption": "Photo: <a href=\"https://imagebank.sweden.se/midsummer+preparations///6591#detail\">Vilhelm Stokstad/imagebank.sweden.se</a>"
},
"href": "https://cms.sharingsweden.se/event/midsummer/",
"dates": [
{
"date": "2025-06-20",
"month": "Jun",
"year": 2025
}
],
"earliestDate": "2025-06-20"
},
{
"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"
},
"href": "https://cms.sharingsweden.se/event/music-moment-1990-the-movie-pretty-woman-with-theme-song-by-roxette-premiered-in-sweden/",
"dates": [
{
"date": "2025-06-29",
"month": "Jun",
"year": 2025
}
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},
{
"id": 27,
"description": "Crown Princess’s birthday ",
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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/",
"dates": [
{
"date": "2025-07-14",
"month": "Jul",
"year": 2025
}
],
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},
{
"id": 37,
"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,
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"title": "folio-meänflaku-8857",
"caption": "Photo: <a href=\"https://imagebank.sweden.se/me%25C3%25A4nflaku/northern+sweden/tornedalen/8857#detail\">Folio/Imagebank.sweden.se</a>"
},
"href": "https://cms.sharingsweden.se/event/tornedalers-day/",
"dates": [
{
"date": "2025-07-15",
"month": "Jul",
"year": 2025
}
],
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},
{
"id": 39,
"description": "Crayfish premiere",
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"src": "https://cms.sharingsweden.se/app/uploads/2024/01/anna_hallams-crayfish_party-7457.jpg",
"alt": "A plate full of crayfish on a dinner table.",
"height": 999,
"width": 1500,
"title": "anna_hållams-crayfish_party-7457",
"caption": "Photo: <a href=\"https://imagebank.sweden.se/crayfish+party///7457#detail\"> Anna Hållams/imagebank.sweden.se</a>"
},
"href": "https://cms.sharingsweden.se/event/crayfish-premiere/",
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{
"date": "2025-08-09",
"month": "Aug",
"year": 2025
}
],
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},
{
"id": 46,
"description": "International Day of the World’s Indigenous Peoples",
"image": {
"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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"dates": [
{
"date": "2025-08-09",
"month": "Aug",
"year": 2025
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{
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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\nRegister to the webinar\n\n\n\n Your browser does not support Iframes. ",
"date": "28 April 2025",
"imageProps": {
"src": "https://cms.sharingsweden.se/app/uploads/2025/04/Strategy-webinar_ima191242_Lisa-Oberg-Johner.jpg",
"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": {
"src": "https://cms.sharingsweden.se/app/uploads/2025/04/Textilhogskolan-Ola-Kjelbye.jpg",
"alt": "Students designing clothing.",
"height": 625,
"width": 1000,
"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",
"imageProps": {
"src": "https://cms.sharingsweden.se/app/uploads/2025/02/reindeer.jpg",
"alt": "Reindeer in snow",
"height": 1653,
"width": 2480,
"title": "Reindeer",
"caption": "Photo: Jörgen Wiklund/imagebank.sweden.se"
},
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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\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",
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"id": 76,
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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\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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"title": "New UN uniforms developed by Swedish design students",
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"date": "7 April 2025",
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"title": "Social media ideas for winter",
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"date": "17 February 2025",
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7 April 2025
17 February 2025