Media no image

Sweden publishes open letter inviting lovers, haters and hesitators to its capital

Press Releases   •   Jan 09, 2018 08:40 GMT

STOCKHOLM, January 9, 2018 ––– Today, the city of Stockholm together with Visit Sweden publishes an open letter inviting lovers, haters and hesitators to come and experience Stockholm – a city unique in its approach to openness and accessibility. Turning the words of the open letter into action, the city is also sending invites to potential visitors through social media.

Stockholm, the Swedish capital situated on 14 small islands, is famous for its closeness to nature, booming tech-scene, gender-fluid fashion, colorful LGBT community and the Nobel prize. The one thing that really makes the city stand out internationally is its progressive values: Stockholm is a city for all.

In the spirit of openness, the city’s tourism board, Visit Stockholm, has come together with its national counter-part Visit Sweden, to publish an open letter addressed to “lovers, haters and hesitators”. The open letter is the city’s way of welcoming the global public to a city built on the idea of an inclusive and open society with democracy at its core.

Karin Wanngård, the Mayor of Stockholm, praised the initiative:

“I stand behind the open letter and the initiative to reach beyond our city lines to welcome visitors to come here and explore what Stockholm has to offer as a destination – we’re a city where everyone is included,” she said.

“The idea that everything should be accessible for everyone is in the DNA of Stockholm. People across the world are curious about Sweden and Stockholm, in relation to our values of equality, sustainability, accessibility and much more. We believe that ‘openness’ is one of the things setting us apart.” said Thomas Andersson, CEO of Visit Stockholm.

Extending the invitation online

Turning words into action, Visit Stockholm and Visit Sweden have decided to follow-up on the open letter by sending invitations to people who have mentioned Sweden and Stockholm on online platforms such as Instagram, Facebook, Twitter, Reddit, WeChat and Weibo, and even the comments field of the New York Times.

“We know that travelers visiting Sweden and Stockholm, are curious to learn more about our values and the Swedish lifestyle, and all that comes with it. Our visitors want to explore an open society that stands firm in its belief that everything should be accessible for everyone – from paternity leave to good design and access to nature. This democratic mind-set is also reflected in this hands-on initiative to invite people on social media to come here,” said Ewa Lagerqvist, CEO, Visit Sweden.

The ‘Open Letter’ is published on http://www.visitstockholm.com/open-letter and on social media, and is accompanied by a https://youtu.be/AyF3rs9Q5ks shot in Stockholm last August. The video features real tourists live casted on the streets of Stockholm, and marks the start of the city’s effort to both show and communicate the values of the Swedish capital.

Read the open letter below:

AN OPEN INVITATION TO LOVERS, HATERS AND HESITATORSI don’t know who you are, where you came from, who you voted for, what your family name implies, if you’re a rebel or a conservative.
I don’t know who you love, what you just can’t stand, if you’re rich, poor or somewhat in between. If you’re man, woman or somewhat in between.
I don’t even know how you feel about me. If you love me, hate me or if you haven’t made up your mind. You are welcome anyhow, just as you are, with your dreams, beliefs, doubts and preconceptions.
Cause this is what I’m made of. Openness. The idea that everything should be accessible for everyone. That no-one should be excluded or left behind. It’s in every heartbeat; the constant aspiration to challenge the existing in order to find new, better ways.
So I ask myself: What does democratic design look like? How do we make sustainable fashion? What will food taste like for future generations? Could music be made available in new ways? What does it take to make nature truly accessible for each and every one?
I don’t know who you are, but I would love to get to know you better. I’m fueled by new ideas and influences from around the world.

So why don’t you come visit me soon? Consider this as your open invitation, you are always welcome here.
Yours sincerely,Stockholm – The Open City

*According to a Monocle, Quality of Life Survey 2017, published June 2017.For more information about the open letter and the open invitations to Stockholm sent online, please contact:

Kajsa Moström, PR & Social Media, Visit Sweden
Mobile: +46702622161
Email:kajsa.mostrom@visitsweden.com

Caroline Strand, Director Marketing & Analysis, Visit Stockholm
Mobile: +46(0)76 122 85 40
Email: caroline.strand@stockholm.com

NOTES TO EDITORS

About Stockholm

  • Stockholm and Sweden continue to rank high in global surveys and lists, Stockholm landing #11 on Monocle’s 2017 Quality of Life ranking, and Sweden becoming #4 on Forbes annual Best Countries for Business ranking. The city has 9 Michelin-starred restaurants, counting 10 stars between them.
  • In 2018, Stockholm is co-hosting Europride together with Gothenburg, Sweden’s second largest city.

For more information about Stockholm and Sweden, see www.visitstockholm.com www.visitsweden.com

About the open letter

The open letter has been co-written by Visit Stockholm and Visit Sweden.

About invitations sent on social media

  • Starting the week prior to January 9, 2018, a team from Visit Sweden and Visit Stockholm are browsing social media like Facebook, Instagram, Twitter, YouTube, Reddit, Quora and online comment fields of news outlets like The Guardian, The New York Times, and so on, in search of people who write comments about Sweden or Stockholm.
  • People commenting about Sweden and/or Stockholm might receive an open invitation to come visit Stockholm – and are offered a free two-nights-stay at a hotel in the city.
  • Stockholm has a total of 50 hotel nights reserved for visitors invited through social media. The campaign will go on until all of the rooms have been offered to someone online.
  • Visit Stockholm will tailor their visit to match the interest of invited visitors with the offerings of the city.

Social Media

Visit Sweden: Facebook, Instagram, Twitter,

Visit Stockholm: Facebook, Instagram, Twitter,YouTube

#theopencity

About Visit Stockholm

Visit Stockholm is the official tourism promotion agency of Stockholm. We work with

the international marketing and development of Stockholm as a travel destination under the brand Stockholm – The Capital of Scandinavia. Visit Stockholm is a subsidiary of Stockholm Business Region, owned by the city of Stockholm.

www.visitstockholm.com

www.investstockholm.com

www.stockholmbusinessregion.com

Read more »
A0xptkuongkesgmkgi4l
Tbmo0enlggqw7kmmisny

DreamHack Masters comes to Stockholm - DreamHack partners with Stockholm Live and City of Stockholm

Press Releases   •   Nov 28, 2017 09:34 GMT

DreamHack Masters will be heading to Stockholm and Ericsson Globe for 2018. Today DreamHack is proud to announce that in partnership with City of Stockholm and Stockholm Live, that the capital of Sweden will be a host city of DreamHack Masters going forward. This is the first edition to be hosted in Stockholm, and DreamHack Masters Stockholm 2018 is planned to take place September 1-2.

Dueulcu0p0fp4c5wf6ig

Stockholm climbs up international meeting rankings

Press Releases   •   May 16, 2017 07:55 GMT

In 2016, Stockholm climbed from 23rd to 18th globally, and from 17th to 13th in Europe, in the ICCA rankings measuring international meetings. These are the city's best positions for a number of years.

Qge2ehovyanqjwvmmgbc

The City of Stockholm adopts a new strategy – aims to be the smartest city in the world

Press Releases   •   Apr 04, 2017 12:43 GMT

Yesterday, the City Council formally adopted a strategy for Stockholm to become the smartest and most connected city in the world. The strategy involves a unique focus on sustainability. The goal is for Stockholm to become economically, ecologically, democratically and socially sustainable through innovative digital services, transparency and connectivity.

Atvgu5z5sqru1i7ez6za

82% more Chinese guest nights in Stockholm in January

Press Releases   •   Mar 16, 2017 08:30 GMT

The first month of 2017 saw a rise in the total number of guest nights, which were +10% from the previous year. In addition, Stockholm has a strong position in the Chinese market with this significant increase.

Khtdiawn1jappyquy8o0

More international visitors to Stockholm in summer 2016

Press Releases   •   Oct 17, 2016 09:31 GMT

Summer 2016 saw a 2% increase in international guest nights in Stockholm, which is over 40,000 guests.Visitors from abroad are continuing to increase while Swedish visitors are decreasing.In total, the resulting increase is 1%.

Dtscc2ydkns3rryarr0e

The number of international guest nights in Stockholm continues to rise

Press Releases   •   Sep 16, 2016 09:04 GMT

​ Over 1.6 million guest nights were registered at commercial accommodation facilities in Stockholm county in July.Visitors from abroad are continuing to increase while Swedish visitors are decreasing.

579u4aa5q1twrlfci17tow

The world’s largest social media conference exposed Stockholm to over 20 million followers

Press Releases   •   Sep 01, 2016 05:59 GMT

This summer Stockholm hosted Tbex, the world’s largest social media conference.Participants included travel bloggers, authors and travel industry professionals who work in social media.The results now show that over 20 million readers have been exposed to Stockholm as a travel destination on social media.

Rsjmaq2kgpvvtssq0g5a
Dvmgkwjwx0zinoz2aopi

World’s biggest social media conference in Stockholm

Press Releases   •   Jul 12, 2016 06:10 GMT

On July 12-16, Stockholm will welcome around 800 participants from all over the world to Stockholm Waterfront Congress Center to participate in an enormous meeting for bloggers and the travel industry. Tbex. social media.

Iu8ooimcsv0tiz72irxd

Stockholm sees over one million guest nights during April

Press Releases   •   Jun 14, 2016 06:00 GMT

Once again, the international guest night statistics for Stockholm increases. During the month of April, over 1 million overnight stays in tourist accommodations were recorded. This time it’s visitors from outside of Europe who account for the largest increase; 25% compared to the same period the previous year.

Contacts 7 contacts

  • Press Contact
  • CEO coordinator
  • Tourism
  • Christine.Frederici@stockholm.se
  • +46 8 508 28 502

About Visit Stockholm

Visit Stockholm is the official tourism promotion agency of Stockholm. We work with
the international marketing and development of Stockholm as a travel destination under the brand Stockholm – The Capital of Scandinavia. Visit Stockholm is a subsidiary of Stockholm Business Region, owned by the city of Stockholm.

www.visitstockholm.com
www.investstockholm.com
www.stockholmbusinessregion.com

Address

  • Visit Stockholm
  • Box 16282
  • SE-103 25 Stockholm
  • Sweden