Surprisingly large and positive response from the world to Visit Sweden's ´Sweden (not Switzerland)´ initiative.
After just a few days, the Swedish tourism marketing initiative, where Visit Sweden wants to settle with Switzerland which country is which, has been reported in the media across more than 35 countries globally. In Visit Sweden's own digital channels alone, the reach is over one million people during the first days of the campaign and with hundreds of positive and encouraging comments from the Swiss and the rest of the world. In an initial survey with 500 respondents who have seen the campaign, over 70% say that they are now more interested in travelling to Sweden than before. [