Sweden is home to a small but healthy tourism sector which continues to record positive growth, with visitor numbers, expenditure and hotel industry value rising steadily. While nearby states, particularly Sweden's Nordic neighbours, account for the largest share of inbound travel, the country is taking steps to attract more visitors from source markets further afield in the Asia Pacific and Middle East regions, which will provide a valuable boost to the industry. Sweden presents a highly attractive investment environment and the government is supportive of the tourism industry, investing in marketing campaigns and transport infrastructure in order to facilitate growth.
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Sweden has proven itself adept at undertaking innovative and attention grabbing marketing campaigns.
One of the latest initiatives included listing the entire country on the accommodation booking site AirBnB in order to highlight the Allemansratten or everyman's right of access to Sweden's many picturesque outdoor spaces.