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By Amy Houston, Senior Reporter

October 24, 2023 | 2 min read

According to the country’s tourism board, 43% of people in the UK admit to confusing two countries.

Have you ever confused Sweden with Switzerland? If so, you’re not alone. Apparently, 120,000 people a year Google whether the two countries are the same.

To put this to rest, Visit Sweden has devised a plan to reach an agreement with its European neighbor and solidify which country can talk about certain topics, including Abba and Ikea (which are synonymous with Sweden, of course).

“If people struggle to separate our two countries, we need to help them,” said Susanne Andersson, chief executive officer at Visit Sweden.

“We can’t change the names of our nations, but we can become more distinct. Sweden offers luxury of a different nature. That’s why we believe it’s time to decide who promotes what and hopefully we can reach an agreement.”

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With a good dose of humor, Visit Sweden, and its ad agency Forsman & Bodenfors, is highlighting aspects it knows will attract travelers.

“We will communicate things like sandbanks, rooftops and silence. Meanwhile, Switzerland will focus on banks, mountain tops and yodeling. We are still waiting for an official response, but we’re hoping that Switzerland is willing to negotiate with us on this important matter.”

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