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Sweden on Airbnb

Visit Sweden AB

Issue 45 | December 2017

Background

Today, travellers actively avoid tourist destinations and prefer to search for authentic experiences.

While Sweden did not have an Eiffel Tower or a Big Ben or a Niagara Falls of its own, what it did have was Allemansrätten, or the freedom to roam. This was their monument, a constitutional principle that allowed people to sleep on mountaintops, beside lakes, in meadows and woods and other beautiful places, completely free of charge.

On a limited budget, the task was to raise awareness of Sweden's great outdoors.

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