Sweden lists entire country on Airbnb
In Sweden, citizens are encouraged and guaranteed the right to explore the outdoors. The principle Allenmansratten is protected by Swedish law and literally translates to “freedom to roam” allows anyone to camp anywhere in the country, even on other people’s property, according to Inhabitat. Because the government’s desire is that people should feel at home wherever they are in Sweden, the entire country was listed on Airbnb.
The Airbnb listing reads: “Swedish nature isn’t just a piece of land with trees and lakes and cliffs – it’s a home with all the necessities and amenities that any great home should have. It’s a place where you can eat berries from the ground, sleep under the stars, swim in the lakes and roam freely. To make this home available for everyone, Sweden has listed the entire country on Airbnb.”
Visit Sweden, the country’s global marketing department worked with Forsman&Bodenfors agency to advertise nine awesome locations on Airbnb. The locations include “Rocky Island in the Stockholm Archipelago,” Rustic Forest Retreat in Vintage Style,” and “Cozy Glade in Beech Forest.” They are available all year round and their reviews are enticing.
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The arrangement with Airbnb wasn’t a paid placement, according to Jenny Kaiser, president of Visit Sweden’s US office. She said: “As the initiative is a pure branding campaign for Sweden as a destination, the partnership is strategic for both parties and no payment has been done from/to either side.”
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