The vision is ambitious: the hospitality industry must be the most successful industry in Sweden in 2030. Sweden must be one of the five most popular destinations in Europe in 2035. And Sweden must be the world's most sustainable destination in 2040.

With strategic collaboration, more experiences to sell to international visitors, improved accessibility and effective marketing that increases the world's desire for Sweden, the hospitality industry has good conditions to make use of the great potential of travellers who are curious about Sweden.