Looking for a place to stay with unlimited beds, where it doesn’t matter when you check-in and bathrooms are anywhere? Where you can sleep under the stars, eat berries from the ground, swim in the lakes and roam freely? Then you just found your perfect listing on Airbnb. It’s the country of Sweden, because yes, the whole thing is on Airbnb.
While some cities are struggling with finding the right balance between locals and Airbnb listings, Sweden has a very welcoming attitude. The campaign, developed in collaboration with Airbnb, has the aim of promoting Sweden’s actual listings on the site. The Swedes already proved to be clever in their marketing efforts when they introduced a phone number last years that connected travellers to local Swedish ‘ambassadors’.
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.