Sweden Lists Entire Country on Airbnb in Brilliant PR Stunt

“This right enables the Swedish people to experience nature and enjoy the beautiful Swedish wildlife,” said Visit Sweden U.S. manager Jenny Kaiser. “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.”

Working with Airbnb, Visit Sweden was able to put the entire country on the house-sharing social network using a Swedish philosophy known as allemansrätt. This roughly translates to “the right of public access.” An important viking concept that is so engrained in Swedish culture that it’s part of the country’s constitution.

In recent years, Visit Sweden has been taking bold steps to attract visitors to the Scandinavian country. Last year, people from all over the world were given a Swedish number that would directly connect them to a volunteer in Sweden who could talk to you about anything of interest. This campaign celebrated their 250-year ban on censorship.

Check out the Airbnb ad below and be sure to check out Sweden’s real Airbnb listings (you know, cause sleeping on a rock island in the Arctic may not be for everyone).

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