Visit Sweden


DMO Stories

The Community of Sweden was founded in 2007, and up until now remains the only online community created by a National Tourist Board. Sweden Lovers from around the world can become members of the community in order to share images, videos and stories with others, and various forums and groups provide space for discussions and the exchange of memories and ideas for future Swedish holidays.

Earlier this year, Visit Sweden announced the permanent closing down of the community, effective April 30th, 2013. Alongside the statement, members were advised to download and save all their images and information in time.


The Community started out as a digital channel to market Sweden as a destination in a cost-effective manner to foreign travellers. Soon after its inception, it was celebrated as a great achievement and success within the tourism industry. The community gained over 50,000 members, contributing 2,113 stories, 28,436 photos and 179 groups. Visit Sweden managed to build lasting relationships with travellers worldwide and showcased a best practice way of providing spaces for travellers to share real experiences and engage with one another. A lot of the user-generated content from within the Community was also used by Visit Sweden within their website.


The decision to close down the Community of Sweden was taken by Visit Sweden as the tourist board feels that their focus should move towards social networks such as Facebook, Twitter and Pinterest. So far, Sweden has more than thirty sites in 10 different languages on different networks. This move is certainly proof of the power of social networks. However, it also raises the question of whether tourist boards should have communities or spaces for interactions with travellers on their websites.

The concept of having a community such as the Community of Sweden certainly was quite unique in the tourism industry. With its end, it is without doubt important to have a look at other communities and look for other industry examples of sharing and engagement sites provided by tourist boards. Can social networking sites be a replacement to communities? Should destinations stick to their social networking sites or do they need to think outside of the box and come up with something new and unique? We will certainly need to keep a close eye on future developments.

More from #DTTT

  • In June we present:
    Creating an Inspiring Staycation Campaign with Visit Greenland – Weekly Tourism Impact Call: Week 12
    DTTT · Creating an Inspiring Staycation Campaign with Visit Greenland With the staycation set to become the new travel trend as restrictions ease, how can destinations adapt to attract the domestic market and restart tourism? This is a key question for the industry which sees the staycation as a solution. The staycation is a movement [...]
    #Staycation #recovery #COVID-19 #strategy #tourism #Visit Greenland
  • In May we present:
    What’s the appetite for Travel? with Beautiful Destinations – Weekly Tourism Impact Call: Week 11
    DTTT · What's the appetite for travel? with Beautiful Destinations Recovery is now in sight for many destinations and much is being done to improve destinations to make them safe and ready for travellers when they arrive. Whilst the focus has been on the impact to destinations for much of the pandemic, this has now [...]
    #recovery #COVID-19 #beautiful-destinations #industry #tourism #travel
  • In May we present:
    Sustainability Opportunities for Destination Recovery with Dr Cara Augustenborg – Weekly Tourism Impact Call: Week 10

    Sustainability is a key issue for the industry as it prepares for recovery. The fast-moving pandemic has been severely disrupting tourism and its impact will change the industry, academic engagement, and customer behaviour. The question many destinations are now asking is how can we be sustainable post COVID-19? We dedicate our tenth Tourism Impact call […]

    #ecotourism #recovery #COVID-19 #sustainability #industry #tourism
  • In May we present:
    Digitalisation and Sustainability solutions for recovery – Weekly Tourism Impact Call: Week 9

    As part of our efforts to react and support the industry, the #DTTT began hosting our popular Tourism Impact calls 2 months ago. Now going into the ninth consecutive week, we reflect on what has been an interesting and insightful journey so far. In many lively discussions, we’ve shared perspectives about COVID-19 impact, destination strategy […]

    #recovery #COVID-19 #sustainability #digitalisation #industry #tourism
  • In May we present:
    The Nordics COVID-19 Response

    How have the Nordic countries responded to the crisis? At the #DTTT, we have seen different approaches throughout the Nordic region and wanted to find out more. In a highly insightful interview we brought together the Tourism boards representing the capital cities of Norway, Sweden, Finland and Denmark to discuss their response to the COVID-19 […]

    #The Nordics #Response #COVID-19 #DMOs #marketing #strategy
  • In May we present:
    What travel will look like in the future with Doug Lansky – Weekly Tourism Impact Call: Week 8

    In our highly anticipated eighth Tourism Impact call, we discussed the different approaches of destinations who are at various stages of the recovery process. Recovering destinations are now looking for innovative product solutions as restrictions begin to ease and businesses start to re-open. Whilst for other destinations their recovery plans are still at the research […]

    #Doug Lansky #COVID-19 #DMOs #industry #strategy #tourism
Show more
© 2017 Digital Tourism Think Tank