The Swedish tourism board has been coming up with some pretty ingenious marketing strategies recently. First, they created “The Swedish Number” - that connects you with a random Swede and talk about anything. Now, they’ve teamed up with Airbnb to list the entire country on the website.

The campaign promotes the concept of Allemansrätten – the freedom to roam – a principle protected by Swedish law that gives all people the right to be free in Swedish nature.

In other words, Swedish nature isn’t just a piece of land with trees and lakes and cliffs – it’s a home with all the necessities and amenities that any great home should have. It’s a place where you can eat berries from the ground, sleep under the stars, swim in the lakes and roam freely around the countries beautiful landscape.

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