In a world-first, Sweden, the home of cinnamon rolls and fika, is set to trademark its name in what it says comes as a measure to put an end to travel mix-ups. 

According to a press statement by Visit Sweden, the Swedish government’s tourism marketing company, Sweden has applied to the European Union Intellectual Property Office (EUIPO) to protect its name from international duplicates that might confuse unsuspecting travellers who want to experience the original Sweden.

A recent survey by Visit Sweden revealed almost half of travellers or 45 pc encounter duplicate place names when planning trips and a surprising 8 pc confessed they have even ended up in the wrong spot.

The study also revealed a large share of younger travellers aged 20-32 support the idea of trademarking names to prevent location mix-ups, including 54 pc in the United States, 45 pc in the United Kingdom and 44 pc in Sweden.

Visit Sweden says that the trademark application addresses a common problem travellers face with name-alike locations, with eight places around the world called ‘Sweden,’ multiple Germanys, dozens of Americas and 34 Londons globally. 

The statement adds that this new measure will put in place brand clarity and help tourists avoid holiday blunders; so no one packs for the Swedish lakes and forests, only to find themselves in a far-off town with the same name but none of the Scandinavian charm.

Susanne Anderson

“It is flattering that other places want to be called Sweden, but we would prefer if there was just one. Our Sweden. The one with lakes, islands, forests, and the world’s best flat-pack furniture,” says Susanne Anderson, CEO, Visit Sweden.

“When people think of Sweden, they should picture our rich landscapes, fika culture, and iconic design, not another city or town that happens to share our name. We want everyone to join us, sign the petition, and help travellers discover the one and only, and original, Sweden,” Anderson adds.

Visit Sweden says that if successful, Sweden’s trademark could lead to clearer travel planning and fewer mix-ups in the future. With the online petition now live, Visit Sweden is calling on everyone’s support to help create travel harmony.

To spot the ‘real’ Sweden, Visit Sweden has a few humorous hints like keeping an eye out for free wild blueberries, quiet natural luxury with more nature, less bling and maybe even one’s own private island, the statement adds. 

Visit Sweden says that should a traveller find hotels catering to ‘eight seasons’ instead of the usual four, they have definitely arrived in the ‘Original Sweden’.