In Sweden, citizens aren’t only encouraged to explore the outdoors, they guaranteed the right to. The principle Allemansrätten, which 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. Because the government wants people to feel at home wherever they are in Sweden, the entire country was recently 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 agency Forsman & Bodenfors to advertise nine astonishing locations on Airbnb. Listings include “Rocky Island in the Stockholm Archipelago,” Rustic Forest Retreat in Vintage Style,” and “Cozy Glade in Beech Forest.” Every location boasts 365-day availability and the reviews are just as inviting as the pictures.
One can look forward to an “open roof bedroom” in any location they choose and is guaranteed “natural heating” through the months of May and August. Wild pets are also welcome – which is a plus for nature lovers.
According to Jenny Kaiser, president of Visit Sweden’s US office, the arrangement with Airbnb wasn’t a paid placement. Kaiser 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.” Additionally, this is the first collaboration between the country of Sweden and Airbnb. Some suspect other countries will follow suit to drive tourism and encourage more citizens to explore the outdoors.
Via Fast Company
Images via Sweden on Airbnb