In its latest creative tourism campaign, Sweden has listed the whole country on Airbnb. The campaign is based on the principle of Allemansrätten, or “the freedom to roam,” which gives everyone the right to sleep, eat, and walk anywhere they want.
The principle is protected by Swedish law, and only private land or lands under cultivation are off-limits. Sweden’s tourism office is using Airbnb to promote the country’s lakes, forests, meadows, mountaintops by listing various points of interest on the site. And unlike other vacation rentals on Airbnb, there is no booking or money required to stay in these places.
“This right enables the Swedish people to experience nature and enjoy the beautiful Swedish wildlife,” said Jenny Kaiser, Visit Sweden’s U.S. manager. “In Sweden, we have everything from high mountains to deep forests, from beautiful archipelagos to quiet meadows. Now, together with Airbnb, we welcome everyone to come to Sweden and, through freedom to roam, share our wonderful nature.”
The campaign video is pitching Sweden as one big home rental with 100 million acres of land to explore, 100,000 tempered infinity pools, lakeside relaxation areas, bathrooms au naturel, and custom-designed terraces with panoramic floor-to-ceiling views in every direction.