Sweden has taken a bold step to protect its name from travel confusion, applying for an official trademark with the European Union Intellectual Property Office (EUIPO). The country, known for its scenic lakes, picturesque red cottages, and fika culture, hopes to stop the mix-ups caused by multiple locations around the world that share its name. The move comes after growing concerns about the number of places named “Sweden” internationally, which have led to travel blunders and confusion among tourists.
The Swedish tourism board, Visit Sweden, is now calling on the public to support its application through an online petition. The trademark request seeks to distinguish the original Sweden from other towns globally that bear the same name. With eight places around the world named “Sweden,” along with other name-alike destinations such as multiple Americas and Londons, Sweden believes it’s time to clear up the confusion for travellers planning their trips.
In a recent survey by Visit Sweden, nearly half (45%) of travellers reported encountering duplicate place names when arranging holidays. Worryingly, 8% of respondents admitted they had ended up in the wrong destination altogether. This has prompted Sweden to take action, aiming to create a clearer brand identity for the country and avoid travellers accidentally ending up in a distant town that shares the same name but lacks the iconic Swedish charm.
According to Visit Sweden, the application has received strong support, particularly from younger travellers. The survey revealed that 54% of Americans, 45% of Britons, and 44% of Swedes aged 20-32 favour the idea of trademarking place names to prevent future mix-ups.
“It’s flattering that other places want to be called Sweden, but we’d rather there be only one – our Sweden, the one with lakes, forests, and the world’s best flat-pack furniture,” said Susanne Anderson, CEO of Visit Sweden. “When people think of Sweden, they should picture our stunning landscapes, our fika culture, and our iconic design, not another city or town that happens to share our name.”
The petition now live calls for global support, and Visit Sweden hopes that the trademark will lead to clearer travel planning in the future. To help potential travellers recognise the real Sweden, the tourism board offers some humorous tips. Visitors should look out for free wild blueberries, the tranquillity of natural luxury, and perhaps even a private island. Hotels in Sweden might also advertise “eight seasons” instead of the usual four—an unmistakable sign of the authentic destination.
The application to trademark the name “Sweden” reflects broader trends in protecting brand authenticity, as consumers become increasingly cautious of “duplicates” in various sectors, from fashion to products and now, destinations.
Should Sweden’s application be successful, it could set a precedent for other countries and regions facing similar challenges with confusingly similar place names. For now, Sweden is encouraging tourists and supporters around the world to sign its petition and back the campaign to ensure travellers can easily identify and experience the one and only original Sweden.