Cape Town - Is Airbnb entering the realm of destination marketing?
In a new initiative encouraging visitors to the Nordic nation of Sweden to make use of the freedom right to roam, the Swedish Tourism Board has hosted publicly-owned land as a "bookable listing"on Airbnb.
Visit Sweden, the first tourism board to officially partner with Airbnb, does state that you don't actually have to officially book accommodation because all publicly-owned land is free and accessible to everyone!
But we will admit it is a great way to showcase the natural beauty of the country.
"Every lake is your infinity pool, every mountaintop your granite terrace, every meadow becomes a garden and every forest a pantry filled with mushrooms and berries.
"Feel free to take a morning jog or bike ride across open fields or trek through challenging mountain terrain. Should you want an upgrade, you do not need to ask anyone, just find the best location that suits you and your mood.
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“This is made possible thanks to a Swedish right guaranteed by the constitution - freedom to roam. This right enables the Swedish people to experience nature and enjoy the beautiful Swedish wildlife," says Jenny Kaiser, USA Country Manager at Visit Sweden.
Båtstadknallen Värmland is one of the many places you can "check-in" when visiting Sweden. (Photo: Supplied).
"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 Sweden and, through freedom to roam, they can share our wonderful nature,” says Kaiser.
Freedom to roam allows everyone and anyone to be free amidst Swedish nature with the right to access, walk, cycle or camp on any land - and it does tie in rather nicely with Airbnb's stance of Belong Anywhere.
Only private gardens and lands under cultivation are an exception to the rule.
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The idea of free nature accessible to anyone is in the DNA of every Swede, but with great freedom comes responsibility. The general rule for spending time in nature is “do not disturb, do not destroy” – just like in any other home.
Fancy an overnight stay at Sarek National Park in Sweden? It is now one of the places where visitors can book a stay when touring the country. (Photo: Supplied).
“We are very excited to welcome Sweden on Airbnb for everyone to explore. This partnership is a first of its kind collaboration between a tourism board and Airbnb. It is designed to promote Sweden as a destination through the power of the Airbnb community which is perfectly placed to showcase the many extraordinary locations to stay throughout the country.” says James McClure, General Manager Northern Europe at Airbnb.
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The campaign launched on 22 May and boasts accommodation spots from a "rustic forest retreat" to "rocky beach in modern Scandinavian style". To find out more about Sweden on Airbnb, click here or check out the video below:
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