In a groundbreaking move, Sweden has become the first country in the world to file for a trademark on its name, seeking protection from international duplicates that may confuse travelers. The Swedish government’s tourism organization, Visit Sweden, submitted the application to the European Union Intellectual Property Office (EUIPO), aiming to safeguard the country’s identity from copycat locations.
According to Visit Sweden, the trademark initiative stems from the increasing number of travel mix-ups caused by places around the world sharing Sweden’s name. A recent survey revealed that nearly 45% of travelers encounter duplicate place names when planning trips, with 8% admitting to accidentally ending up in the wrong location. These mix-ups have led to confusion, with travelers unknowingly booking trips to places that share names with Sweden but lack the charm of the Scandinavian country.
In response to this, Visit Sweden is taking steps to prevent these blunders by ensuring that the original Sweden remains unmistakable. The country joins other well-known destinations with similar issues, such as the multiple “Germanys,” “Americas,” and “Londons” across the globe. The application for a trademark would give Sweden official protection and clarity for travelers.
The idea of trademarking place names has found support among younger travelers, especially those aged 20 to 32. In a survey, 54% of Americans, 45% of Britons, and 44% of Swedes expressed backing for the concept. Sweden hopes this move will help clarify travel planning and prevent tourists from being led astray.
Susanne Anderson, CEO of Visit Sweden, emphasized the importance of associating the name “Sweden” with its iconic landscapes, design, and culture. She humorously pointed out that travelers should look for “wild blueberries, quiet natural luxury, and maybe even a private island” to spot the real Sweden. Anderson added, “We want people to think of Sweden as the one with lakes, islands, forests, and the world’s best flat-pack furniture.”
The trademark application, if successful, could reduce confusion and streamline travel plans, making it easier for visitors to experience the authentic Sweden. Visit Sweden is also running an online petition to rally support for the initiative, inviting everyone to join the movement to protect the country’s unique identity.
