Sweden has made a bold move to protect its identity, applying for a trademark on its name through the European Union Intellectual Property Office (EUIPO).
The campaign, launched by Visit Sweden, aims to prevent confusion caused by global name-alikes and guide travelers seeking the authentic Swedish experience—complete with cinnamon rolls, lakes, and iconic flat-pack furniture.
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With numerous places globally sharing names like “Sweden,” “Germany,” and even “London,” Visit Sweden wants to prevent travel blunders where tourists accidentally end up in a different “Sweden” that lacks true Scandi charm. The trademark initiative is bolstered by an online petition, inviting people worldwide to support the application.
A recent Visit Sweden survey found that nearly half of travelers (45%) encounter duplicate place names while planning trips, with 8% even landing in the wrong location. Support is especially high among younger travelers, with 54% in the U.S., 45% in the UK, and 44% in Sweden favoring name trademarks for clarity.
“It’s flattering that other places want to be called Sweden, but we’d prefer if there was just one. Our Sweden,” said Susanne Anderson, CEO of Visit Sweden. “When people think of Sweden, we want them to picture our rich landscapes, fika culture, and design, not another city with the same name.
We’re asking everyone to sign the petition and help travelers find the one and only, original Sweden.”
The light-hearted campaign also suggests telltale signs to spot the “real” Sweden, like wild blueberries, serene nature, and maybe even your own private island. If the trademark is successful, travelers may have a smoother path to genuine destinations, reinforcing trends toward brand authenticity in travel.
Source: Sweden Becomes First Country to Apply for a Trademark
