Did you know there’s seven other places in the world named Sweden? You’ll find a Sweden in Indonesia and six across the United States, from South Carolina to Pennsylvania to Missouri. With so many places with this name, Visit Sweden (yes, the country in Europe) officially applied for the trademark “Sweden” through the European Union Intellectual Property Office.
This first-of-its-kind initiative seeks to protect Sweden’s identity and ensure unsuspecting travelers book their trip to the country of Sweden.
“We’re flattered that others want to be called Sweden, but we’d prefer if there were only one. Our Sweden,” said Susanne Andersson, CEO, Visit Sweden. “In 2024, with ‘dupes’ trending everywhere, from handbags to holidays, we want people to sign our petition and help travelers discover the authentic Sweden. When someone says they’re visiting Sweden, we want them to experience our cinnamon buns and princess cake, unique culture, serene beauty in nature and wilderness, and possibly meet a moose or two, not accidentally end up in a small town with the same name elsewhere.”
Swedes seem to support the trademark protection already, with an estimated 35 percent agreeing their city or country should be able to trademark their name. The same study conducted by Visit Sweden also noted 53 percent of U.S. travelers find it confusing when destinations have the same name. In fact, 11 percent of Americans admitted to accidentally traveling to the wrong place because of similar names. And with 24 million American travelers interested in visiting Sweden, it might be useful to adhere to Visit Sweden’s cheeky guide on how to distinguish Sweden from its name dupes:
- Private Chauffeurs: Discover dog sledding and snowmobile adventures in Swedish Lapland.
- Free Blue Gems: Not sapphires, but blueberries. Forage for this fruit in forests.
- Exclusive Islands: Quiet luxury with crowd-free islands offer pure wilderness instead of glitz.
- “Four Seasons” Accommodations, Swedish-Style: Sleep in unique hotels made of ice, floating on water, perched in trees or among wolves.
- Timeless Treasures: Sweden teems with UNESCO World Heritage sites like medieval Visby and the ancient landscape of Laponia.
- Open to All, 24/7: One of the world’s most welcoming and progressive countries, Sweden is the perfect destination for all.
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