Sweden has no Eiffel Towers, Niagara Falls or Big Bens. But they have something else – the freedom to roam its beautiful countryside. Sharing the natural beauty and environment of the countryside is actually a constitutional right in the Scandinavian country. Known as “allemansrätten,” loosely translated as the freedom to roam or right to public access. So long as wanderers and explorers don’t disturb or destroy property or the environment they can enjoy everything Swedish nature has to offer. In other words, it isn’t just a piece of land with trees, lakes or cliffs – it’s a home with all the necessities and amenities that any great home, or Airbnb listing, should have.
The campaign is a first of its kind, a collaboration between a tourism board and Airbnb. It shows how Airbnb is finding it increasingly important to establish positive partnerships with governments and other related actors.