The Swedish Travel & Tourism Council has changed its name to VisitSweden. The new name was chosen to better convey the company’s mission to attract international visitors and its development into a modern communication company for Sweden and the Swedish tourism industry. It is hoped that this, along with a powerful directive towards a selected target group, will enable Sweden to capture a larger market share in the increasingly stiff global competition for international visitors.

The Swedish government and the Swedish tourism industry have entrusted VisitSweden with marketing the brand name of Sweden as well as Swedish destinations and experiences. Its work will aim to ensure that visitors from abroad produce higher revenues for the State and the tourism industry.

“Since our task is to increase the number of visitors to Sweden, it will be beneficial for us to have a name that conveys this role swiftly and clearly to the outside world”, says Thomas Bruhl, Managing Director of VisitSweden.

An international name such as VisitSweden will make it easier for us to communicate with our international target group – the global traveler – on whom VisitSweden has dccided to focus. The name delivers a strong, inviting message to participate in all the country has to offer.

“We are entering pioneering times with a new business mission, new organisation, new way of working and new knowledge”, continues Bruhl. “The revised name is a natural step in reflecting this change and represents a clear stepping stone towards our new targets. However, it is not only the name change that is important – it is what we do and what we deliver that are the vital elements, just as they were in the past.”

The corporate name change is accompanied by a new logo, which retains the illustration of the Swedish flag – an important element in the earlier logotype.