Visit Sweden has filed to register the country name as a trademark with the European Union Intellectual Property Office (EUIPO).
The application was made to protect the name from international geographical duplications that could confuse unsuspecting travelers wanting to experience the real Sweden, thus putting an end to mistaken travel destinations. This is the first time in the world a country name has been applied for trademark.
There are, for instance, “Sweden” in eight locations, “Germany” in several, “America” in dozens, and “London” in 34 places worldwide. According to Visit Sweden’s survey, 8% of travelers have found the same place name and accidentally visited the wrong location.
Visit Sweden’s CEO, Susanne Anderson, stated, “While it is an honor that other places want the designation ‘Sweden,’ we believe the name should only belong to one entity—our country. The one with lakes, islands, forests, and the world’s best flat-pack furniture.” She remarked that the trademark application reflects the recent trend of people becoming more vigilant about “fakes” in fashion, products, and now even travel destinations, aiming to protect brand authenticity.
In 2023, they proposed a solution to address the confusion between Sweden and Switzerland, showcasing their intent to put an end to this mix-up.
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