In a twist on the way tourism boards promote their places, Sweden has listed the entire country on Airbnb. Created in partnership with MDC Partners-backed Swedish creative agency, Forsman & Bodenfors, it celebrates the nation’s “freedom to roam”, a principle, protected by law, that allows people the right to be free in Sweden’s vast, natural beauty.
The format follows the familiar Airbnb format, but it is unlike the typical booking process, as, due to the law, the land is publicly owned and entirely free and accessible to all.
“This is made possible thanks to a Swedish right guaranteed by the constitution,” said Jenny Kaiser, USA country manager at Visit Sweden. “This right enables the Swedish people to experience nature and enjoy the beautiful Swedish wildlife. In Sweden we have everything from high mountains to deep forests, from beautiful archipelagos to quiet meadows. Now, together with Airbnb, we welcome everyone to come to Sweden and, through freedom to roam, share our wonderful nature.”
“This partnership is a first of its kind collaboration between a tourism board and Airbnb,” added James McClure, general manager Northern Europe at Airbnb. “It is designed to promote Sweden as a destination through the power of the Airbnb community. We see Visit Sweden as our long term partner and are happy to join forces in promoting Sweden as a destination.”
At present, there are nine listings, ranging from a southern forest to a northern cliff in The High Coast overlooking the sea. Though the focus is on the natural beauty of the areas, at the bottom of each listing there are opportunities to rent properties in Sweden, in the more classic Airbnb style.
This is not the first time that Airbnb has created unique travel opportunities. Past stunts have included nights in castles, tree houses, Abbey Road Studios in London and, last March, inside tiny “wall homes” in Germany.