What Visit Sweden does

Visit Sweden is Sweden's official national destination marketing organization, operating visitsweden.com and supporting infrastructure since its founding in 1995, headquartered in Stockholm with 51-100 employees. The organization promotes Sweden internationally as a travel destination, primarily targeting international tourists through digital content platforms available in four languages (English, Dutch, French, German), complemented by a dedicated international newsroom, corporate site, and travel trade portal.

The core product portfolio consists of the VisitSweden.com consumer destination portal — covering all 21 Swedish regions with destination guides, accommodation, and experiential content — and a National Tourism API launched in September 2025 that consolidates approximately 14,000 tourism-related data entries in schema.org format, making Sweden one of the first nations globally to centralize tourism data at a national scale. Supplementary offerings include a series of branded marketing campaigns: 'Your Swedish Island' (island custodianship program with the National Property Board, launched February 2026), 'Prescribe Sweden' (medical-prescription wellness tourism, October 2025), 'Northern Lights Therapy' (December 2025 wellness initiative), and 'IQ Tourism' in Uppsala (curiosity-driven travel concept, March 2026).

Visit Sweden's business model is consistent with a publicly funded national DMO rather than a commercial enterprise: no revenue, pricing model, or investor funding is disclosed in available sources. Distribution is digital-first via owned websites and social channels (Instagram, Facebook, YouTube, LinkedIn, X), supplemented by campaign-driven earned media. Key public-sector partners include the National Property Board of Sweden and the Swedish Agency for Economic and Regional Growth, indicating the organization sits within or alongside a government-affiliated mandate rather than operating as an independent commercial company.

Name

Visit Sweden

Legal name

Visit Sweden

Website

https://visitsweden.com

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

51–100 employees

Short description

Visit Sweden is Sweden's official national destination marketing organization, operating visitsweden.com across four languages and the National Tourism API to promote Sweden's 21 regions to international travelers through campaigns such as 'Your Swedish Island' and 'Prescribe Sweden.'

Ownership category

akta.pro rank

Product category

National Destination Marketing and Tourism Information Services

NAICS

Convention and Visitors Bureaus (561591)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Domestic/In-Country Multi-Day Tour Operators (THAKADAL)

Keywords

• National tourism marketing
• Destination marketing services
• Travel information portal
• Tourism data platform
• Wellness nature tourism

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Marketing or Sales, Personnel, Technology or R&D, Operations, Others

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

Visit Sweden is Sweden's official national destination marketing organization, operating visitsweden.com as the country's primary tourism portal to deliver destination information, trip planning resources, and curated content to international travelers. The organization promotes Sweden globally through innovative marketing campaigns (e.g., island custodianship, wellness tourism) and supports the travel industry via a travel trade portal and a national open-data tourism API consolidating approximately 14,000 entries across all 21 Swedish regions.

Product overview

Visit Sweden operates primarily through its official tourism portal (VisitSweden.com), supplemented by a national open-data API that consolidates tourism data across all 21 Swedish regions. The organization runs several tourism initiatives including 'Your Swedish Island' (island custodianship program), 'IQ Tourism' (curiosity-based travel concept), 'Prescribe Sweden' (health tourism), and 'Northern Lights Therapy' (wellness tourism). The core digital offerings consist of the VisitSweden.com consumer platform and the National Tourism API for developers and travel platforms.

Differentiator

Problem solved

Functional benefit

Brands

• Sweden Tourism API: A national open-data platform launched in September 2025 that consolidates Sweden's tourism data, making approximately 14,000 tourism-related entries accessible in a structured format using schema.org global standard.
• Your Swedish Island
• Prescribe Sweden

Products and services

• VisitSweden.com (official national tourism portal) Sweden's official consumer tourism website providing comprehensive destination guides, travel planning resources, accommodation listings, activities, recipes, seasonal content, and practical visitor information across all Swedish regions; available in Dutch, English, French, and German.
• National Tourism API An open, license-free data platform built on the schema.org global standard that consolidates Sweden's entire tourism offering (~14,000 entries) for use by developers, platforms, and businesses to build applications such as AI-powered travel apps and smart recommendation engines; participating companies retain ownership of their content. Includes a Python SDK.
• Your Swedish Island (island custodianship program) An initiative promoting Sweden's nature and solitude as a form of luxury by offering five selected international travelers rent-free one-year custodianship of Swedish islands, in partnership with the National Property Board.
• Prescribe Sweden (health tourism campaign) A health tourism campaign that partners with medical professionals to prescribe visits to Sweden for mental and physical health benefits, with prescribed activities such as sauna bathing and foraging.
• Northern Lights Therapy (wellness initiative) A national wellness initiative officially recommending viewing the Aurora Borealis as a health benefit, positioning 'northern lights therapy' as a reason to travel to Sweden.
• IQ Tourism (curiosity-driven travel concept) A curiosity-driven tourism concept piloted in Uppsala that bundles 60+ curated experiences such as artisan perfumery, conversation-led coffee culture, and conceptual memorial sites into a single destination proposition emphasizing learning and personal development over traditional sightseeing.

Quantifiable outcome

• US travel to Sweden up 58% in 2025 vs 2019
• +2 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Two partnerships are on record, tiered core and minor.

• National Property Board (Sweden)coreStrategic or Co-development Partner · 17 February 2026Visit Sweden partnered with the National Property Board (Statens fastighetsverk) for the 'Your Swedish Island' initiative. The National Property Board provides access to five Swedish islands for the one-year custodianship program, while Visit Sweden manages the promotional campaign and application process.
• Swedish Agency for Economic and Regional Growth (Tillväxtverket)minorOthersThe Swedish Agency for Economic and Regional Growth provides tourism statistics and data to Visit Sweden, including US travel figures showing 58% growth in guest nights in 2025.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• VisitDenmark: Denmark's official national tourism organization, directly comparable to Visit Sweden as a Nordic DMO promoting inbound tourism through digital content, campaigns, and trade outreach. Operates with a similar mandate of destination marketing and faces identical structural dynamics (government-affiliated, no commercial pricing).
• Visit Norway (Innovation Norway): Norway's national tourism marketing organization promoting fjord, Northern Lights, and outdoor tourism. Directly comparable as a Nordic competitor DMOs targeting similar international audiences with overlapping natural-asset-based marketing narratives (Northern Lights, nature, coolcation).
• Visit Iceland: Iceland's national tourism organization competing for similar Northern Lights, nature, and wellness-seeking travelers. Direct peer given overlapping audience targets, similar Nordic destination positioning, and reliance on natural phenomena (geysers, Northern Lights) as core marketing assets.
• Visit Finland: Finland's official DMO, directly comparable as a Nordic neighbor promoting nature, wellness (sauna tourism), and seasonal phenomena. Operates a similar mandate of international destination marketing through digital content and campaigns.
• Tourism Australia: Australia's national tourism organization, a direct peer as a government-affiliated DMO running campaign-driven marketing (e.g., 'There's Nothing Like Australia,' 'Come and Say G'day'). Comparable in mandate, scale, and reliance on differentiated campaigns to drive international inbound travel.
• Brand USA: USA's national destination marketing organization, directly comparable as a public-private partnership DMO promoting inbound tourism through digital content, trade outreach, and major campaigns. Operates the goUSA TV platform and similar international marketing infrastructure.
• Switzerland Tourism (MySwitzerland): Switzerland's national tourism organization, a direct peer as a European DMO promoting nature, wellness, and premium experiences to international travelers. Comparable mandate, similar digital infrastructure across multiple languages, and similar positioning around natural assets.
• VisitBritain: Britain's national tourism agency, directly comparable as a DMO targeting international inbound travelers through digital campaigns and trade partnerships. Operates a similar structure of consumer website plus B2B trade portal, and competes with Sweden for European inbound share.
• Tourism Ireland: Ireland's official tourism marketing organization, directly comparable as a national DMO using digital content, campaigns, and partnerships to attract international travelers. Operates with a similar small-team, government-affiliated structure and similar campaign-driven marketing approach.
• Visit Japan / Japan National Tourism Organization: Japan's national tourism organization promoting inbound travel through digital content and global campaigns. Comparable as a DMO targeting international visitors with differentiated cultural and natural asset marketing, though at larger scale than Visit Sweden.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xx.com/visitsweden
• YouTubeyoutube.com/visitsweden
• Facebookfacebook.com/visitsweden
• LinkedInlinkedin.com/company/visit-sweden
• Instagraminstagram.com/visitsweden

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Visit Sweden