With eight places named "Sweden" worldwide—including six in the United States—Visit Sweden is taking action to prevent travel mix-ups and guide visitors to the one and only country of Sweden, home of the Northern Lights, Scandinavian design, 'fika,' breathtaking landscapes, archipelagos, and the midnight sun.

Watch how we define the original Sweden and seek a trademark here. 

November 12, 2024—Stockholm, Sweden: Sweden, Sweden, Indonesia, or Sweden, USA? Beyond the country itself, there are seven other places named Sweden: one in Indonesia and six across the United States—in Arkansas, Georgia, Maine, Missouri, Pennsylvania, and South Carolina.

Although countries themselves cannot trademark their names, recognized travel destinations can. Visit Sweden is now making an unprecedented, cheeky move by applying for the trademark “Sweden” through the European Union Intellectual Property Office (EUIPO). This first-of-its-kind initiative aims to protect Sweden's identity and to ensure unsuspecting travelers book their trip to the original Sweden—with the iconic lakes, islands, forests, and world-famous flat-pack furniture. It is calling on people around the globe to support its application and contribute to a less confusing world.

“We're flattered that others want to be called Sweden, but we'd prefer if there were only one. Our Sweden,” says Susanne Andersson, CEO at Visit Sweden. “In 2024, with 'dupes' trending everywhere, from handbags to holidays, we want people to sign our petition and help travelers discover the authentic Sweden,” Andersson adds. “When someone says they're visiting Sweden, we want them to experience our cinnamon buns and princess cake, unique culture, serene beauty in nature and wilderness, and possibly meet a moose or two, not accidentally end up in a small town with the same name elsewhere.”

A Global Identity Challenge for Travelers – Really?
The trademark protection seems to have support among Swedes. A recent Visit Sweden survey* shows that 35% agree that their city or country should be able to trademark their name.

But Sweden isn't alone in facing this challenge; it's a global phenomenon. Around the world, there are 13 places named America, seven called Germany, 55 Washington, and even towns called Boston, Chicago, and New York within Sweden itself.

The same research* revealed that 53% of U.S. travelers find it confusing with destinations having the same names when planning their travels. Additionally, 21% of Americans have assisted others in finding the correct destination due to name duplicates, and 11% admitted to accidentally traveling to the wrong place because of similar names. With 24 million** American travelers interested in visiting Sweden as a destination, over 2.6 million travelers might end up in the wrong Sweden.

41% of all Americans and more than half (54%) of Americans aged 20-32 agree that their city or country should be able to trademark its name.

Join Sweden's Movement
To support the initiative, Visit Sweden has launched a tongue-in-cheek petition inviting the public to join Sweden's cause and a guide on how to distinguish the country from its name dupes.

How to Spot the Original Sweden
Six experiences defining the destination Sweden, ensuring you have arrived at the right one:

• Free blue gems: not sapphires, but blueberries! Forage for wild berries in lush, blue-hued forests, and for seaweed in the salty West Coast waters.
• Exclusive islands: Quiet luxury with untouched, crowd-free archipelagoes offering pure wilderness instead of glitz.
• Private chauffeurs: Discover dog sledding and snowmobile adventures in winter wonderland Swedish Lapland.
• Timeless treasures: Step back in time at UNESCO World Heritage Sites, like medieval Visby and the ancient landscape of Laponia.
• “Four-seasons” accommodations, Swedish style: Stay in one-of-a-kind hotels made of ice, floating on water, perched in trees, or among wolves and other Nordic wildlife.
• Open to All, 24/7: Celebrated as one of the world's most welcoming and progressive countries, Sweden is a perfect romantic destination, no matter who you are or whom you love.

Watch the video, discover the original Sweden, find more name dupes, and sign the petition for trademarking Sweden at visitsweden.com/visit-the-original-sweden.  

• Cover photo: Henrik Trygg/Visit Sweden (Download)
• Press kit: Images and videos
• Hashtags: #TheOriginalSweden, #ofadifferentnature, #visitsweden

For more information or interviews, please contact:
Josefin Haraldsson, Head of PR Visit Sweden USA at pressusa@visitsweden.com

*Source:  Visit Sweden Target Analysis Fall 2024, Visit Sweden/YouGov. The survey was conducted by YouGov on behalf of Visit Sweden. During the period from October 3–18, 2024, a total of 1,000 interviews in nine markets were conducted through the Internet with men and women aged 20–70; in the US, 1002 interviews were carried out in New York State, Greater Chicago, Los Angeles & San Fransisco, Greater Miami area and Texas State.  

**Source:  Visit Sweden Target Analysis Spring 2024, Visit Sweden/YouGov.