In a first-of-a-kind collaboration, Visit Sweden teamed up with Airbnb in early May to promote tourism in Sweden to Americans: They’ve listed the entire country on Airbnb.
After their huge success with The Swedish Number campaign (were you among the many thousands of people around the world who called a random Swede last year?) and their 2012 @Sweden Twitter account that’s still going strong — by a different Swede every week — the innovative country continues to come up with creative ways to promote tourism.

In this campaign aimed specifically at the U.S. market, Visit Sweden has put the entire country on an Airbnb listing, highlighting the fact that everyone is welcome to enjoy the country's tens of thousands of miles of forests, and thousands of lakes and many other outdoor amenities, thanks to a unique law that Finland, Iceland, Scotland, Norway and Sweden each have: "Allemansrätten."
Allemansrätten is the freedom to roam, the right of public access, a law that allows anyone to roam the country and enjoy its natural wonders without any disturbance. Being in nature is an important part of the Nordic lifestyle, and Sweden wants Americans to share that with them. While you're in Sweden, you're free to stay in anywhere in nature and use all its amenities completely free of charge—of course visitors must do as Swedes have been doing all along and be mindful of the nature and neighbors. ... “The things you leave behind are your footsteps, and the things you take with you are memories."


People normally lease or rent short-term lodging through Airbnb, but Sweden's ad is a notice that rent is free in Sweden—in a tent, perhaps, on a mountaintop, in the woods, near a lake, along the entire coastline. You can also row a boat, pick berries, mushrooms and wildflowers—all completely free of charge. The only thing you have to pay, is respect for nature and the animals living there.