In Sweden there’s a constitutional right they call allemansr?tten. It’s a national concept of “freedom to roam” that allows anyone the right to access, walk, cycle, or camp on any land (the only exceptions being private residences, as well as gardens and lands under cultivation).

瑞典憲法規定的權利中有一個“自由通行權”，在瑞典，“自由通行權”賦予人們自由從各地（私人住宅、正在修繕中的花園和土地除外）通行、步行、騎行、露營的權力。

To get the rest of the world to try it out, they just listed the entire country on Airbnb.

為了讓世界各地的游客都能嘗試一番，瑞典把整個國家都掛上了Airbnb。

It appears that Sweden’s tourism is in the throes of a marketing contest.

瑞典的旅游業貌似在激烈的市場競爭中難以立足。

Last year the Swedish Tourist Association with agency Ingo created “The Swedish Number,” that allowed anyone, anywhere in the world, to dial in and be connected to a random Swede to chat about the country. Now Visit Sweden (the country’s global marketing department) working with agency Forsman & Bodenfors, is getting its own brand buzz with the help of Airbnb.

去年瑞典旅游協會同Ingo廣告公司合作創立了“瑞典號碼”項目，世界各地的人都可以致電，電話會隨機連線到某個瑞典人，致電者可以和接聽者聊一聊瑞典這個國家。瑞典旅游局（瑞典全球營銷部門）和瑞典一家創意機構Forsman & Bodenfors合作，在Airbnb的幫助下很好地宣傳了自己的品牌。

There are nine different “listings,” ranging from a rustic forest retreat in Varmland on the country’s west coast, to cliffs with panoramic ocean views close to Skuleskogen National Park.

Airbnb上列有9個瑞典旅行“指南”，從西海岸韋姆蘭鄉村的森林度假地，到思古樂森林國家公園旁邊能一覽全景海景風光的峭壁，應有盡有。

According to Visit Sweden, it’s the first partnership of its kind with Airbnb, and, as gimmicks go, let’s hope there isn’t a rush of copycats.

瑞典旅游局表示，之前從未做過和Airbnb的這樣類型的合作。這次宣傳造勢希望不要出現盲目模仿的人。

That said, it’s easy to imagine Airbnb jumping head first into allowing more tourism marketing like this the chance to target us directly from within the platform–for a price of course.

也就是說，Airbnb很可能會允許更多人從自己的平臺內部針對消費者做類似的旅游宣傳，當然是要收取費用的。

In this case, Jenny Kaiser, president of Visit Sweden’s US office, says the arrangement between Visit Sweden and Airbnb wasn’t a paid placement.

關于收費這一點，瑞典旅游局美國辦公室主席珍妮?凱撒表示，瑞典旅游局沒有向Airbnb支付廣告位費用。

“As the initiative is a pure branding campaign for Sweden as a destination, the partnership is strategic for both parties and no payment has been done from/to either side,” Kaiser says.

“此舉純粹是為了瑞典這個國家作為旅行目的地的宣傳，雙方的合作對雙方都有戰略益處，所以并不存在一方向另一方支付費用的情況。”

In Sweden there’s a constitutional right they call allemansr?tten. It’s a national concept of “freedom to roam” that allows anyone the right to access, walk, cycle, or camp on any land (the only exceptions being private residences, as well as gardens and lands under cultivation).

瑞典憲法規定的權利中有一個“自由通行權”，在瑞典，“自由通行權”賦予人們自由從各地（私人住宅、正在修繕中的花園和土地除外）通行、步行、騎行、露營的權力。

To get the rest of the world to try it out, they just listed the entire country on Airbnb.

為了讓世界各地的游客都能嘗試一番，瑞典把整個國家都掛上了Airbnb。

It appears that Sweden’s tourism is in the throes of a marketing contest.

瑞典的旅游業貌似在激烈的市場競爭中難以立足。

Last year the Swedish Tourist Association with agency Ingo created “The Swedish Number,” that allowed anyone, anywhere in the world, to dial in and be connected to a random Swede to chat about the country. Now Visit Sweden (the country’s global marketing department) working with agency Forsman & Bodenfors, is getting its own brand buzz with the help of Airbnb.

去年瑞典旅游協會同Ingo廣告公司合作創立了“瑞典號碼”項目，世界各地的人都可以致電，電話會隨機連線到某個瑞典人，致電者可以和接聽者聊一聊瑞典這個國家。瑞典旅游局（瑞典全球營銷部門）和瑞典一家創意機構Forsman & Bodenfors合作，在Airbnb的幫助下很好地宣傳了自己的品牌。

There are nine different “listings,” ranging from a rustic forest retreat in Varmland on the country’s west coast, to cliffs with panoramic ocean views close to Skuleskogen National Park.

Airbnb上列有9個瑞典旅行“指南”，從西海岸韋姆蘭鄉村的森林度假地，到思古樂森林國家公園旁邊能一覽全景海景風光的峭壁，應有盡有。

According to Visit Sweden, it’s the first partnership of its kind with Airbnb, and, as gimmicks go, let’s hope there isn’t a rush of copycats.

瑞典旅游局表示，之前從未做過和Airbnb的這樣類型的合作。這次宣傳造勢希望不要出現盲目模仿的人。

That said, it’s easy to imagine Airbnb jumping head first into allowing more tourism marketing like this the chance to target us directly from within the platform–for a price of course.

也就是說，Airbnb很可能會允許更多人從自己的平臺內部針對消費者做類似的旅游宣傳，當然是要收取費用的。

In this case, Jenny Kaiser, president of Visit Sweden’s US office, says the arrangement between Visit Sweden and Airbnb wasn’t a paid placement.

關于收費這一點，瑞典旅游局美國辦公室主席珍妮?凱撒表示，瑞典旅游局沒有向Airbnb支付廣告位費用。

“As the initiative is a pure branding campaign for Sweden as a destination, the partnership is strategic for both parties and no payment has been done from/to either side,” Kaiser says.

“此舉純粹是為了瑞典這個國家作為旅行目的地的宣傳，雙方的合作對雙方都有戰略益處，所以并不存在一方向另一方支付費用的情況。”