By Swapna Raghu Sanand
Indians adore to travel abroad and Sweden is 1 of the nations that has been witnessing a bigger footfall of Indian travellers in current years. With more than twenty years specialist encounter in branding and promoting, Jenny E Kaiser, Chief Marketing and Communications Officer, Visit Sweden, led a group that achieved a prize winning “Sweden on AirBnB campaign.
Having been president for Visit Sweden USA, she is now working with locally strong brands such as Tele2, Blocket, PostNord and Scandinavian Airlines, among others. In this exclusive interaction with The The Spuzz Online’s Swapna Raghu Sanand, Jenny E Kaiser adds, “India will remain one of our focus markets where we will continue to invest in.”
What has the COVID-19 effect been on Sweden’s tourism and hospitality segments?
As all other destinations, and most other enterprises, tourism in Sweden has of course been struck challenging by the pandemic. From the significant brands and chains to the compact entrepreneurs and every person else in-among. Together we are operating challenging on carrying out what we can to drive demand exactly where and when it is feasible at the similar time getting humble and accountable in the method and in just about every aspect.
What initiatives are you particularly taking to enhance domestic tourism in the nation?
Of course domestic tourism is significant to enhance, specially due to the fact Sweden has selected a various route compared to lots of other nations. Therefore domestic tourism has been crucial which has enabled the summer season-season to be somewhat “okey”.
When do you count on it to return to pre-COVID level of normalcy?
We are following the trends and predictions for the recovery as every person else exactly where the information tells us suitable now that we could be back on the 2019-levels by 2024.
But what the “new normal” will be is as well early to predict, we take it 1 day at the time.
Tell us about your encounter of major the prize winning campaign on AirBnb for Sweden. What drove you to come up with this campaign and what had been the crucial takeaways?
“Sweden on Airbnb ” was Visit Sweden’s final so referred to as “pilot” in our at that time digital transformation method.
It was an initiative that launched our brand guarantee “Welcome to something else”, a inventive manifestation of what Sweden is all about.
We do not have tourism icons such as The Eiffel Tower, Niagara Falls or a Big Ben. Not even a tropical beach. Instead we have our progressive life-style and our accessibility to nature – the so-referred to as Freedom to Roam.
We produced that monument and placed the whole Sweden on Airbnb to prove it and told the story of Sweden as a sustainable location.
Our largest takeaway was how significant of an effect you can have with compact implies when you have some thing that actually connects with people’s hearts.
And also – that you have to have to program for good results as a great deal as you program for issues in the activation program.
Having been at the assistance as President, Visit Sweden, can you elaborate on what the encounter was like?
Moving to the US and living there for a couple of years was for starters a wonderful encounter for each me and my son. An adventure that gave us each lessons for life and loving memories only we share. But in regards to perform it was astounding to see my household nation “from the outside”, by way of one more culture’s eyes. This genuinely produced me fall in adore with Sweden once more.
Even if I´m not religious I really feel blessed that I have had the fortune to be born in Sweden as I actually think in the foundation of our culture and values exactly where every person is welcome.
Yes, we are various in a excellent way.
And I also fully grasp why we´ve been thriving in so lots of places from engineering and pharmaceutical to tech, music, design and style and meals.
Study: India has grown in significance for Singapore more than the final decade: GB Srithar
And with our unspoiled, clean and accessible nature like northern light, midnight sun, one hundred.000 lakes in mixture with our modern day and cultural significant cities we have space, freedom and exceptional experiences that provides just about every visitor a sense of nicely-getting.
In your opinion, how significant is India in the context of Swedish tourism?
It’s extremely significant, India is a development marketplace for us exactly where we see additional and additional Indians searching toward Sweden as a ought to location to stop by. India is also a nation connected to “workation” as we have a lot of skilled pros going to us.
And when it comes to going on romantic trips, Sweden beats all the things in the warm and welcoming hostess ship for all couples of adore disregarding sexual orientation.
Are you rolling out some thing exceptional that can entice Indian travellers?
As in all promoting, we have to have to be relevant for our selected target audience. And generally look at culture variations among markets. So, yes we do but at the similar time folks have additional in popular across borders and culture than we think.
So we select to perform each globally and locally based on concentrate places, B2C or B2B, if we marketplace Sweden alone or with each other with our Scandinavian siblings.
Tell us additional about Sweden-India cultural ties and any exceptional/cultural initiatives that you have accomplished earlier in this regard or you are arranging on.
As we are suitable now operating on our business enterprise program and worldwide promoting program I have to have to get back on this. But India will stay 1 of our concentrate markets exactly where we will continue to invest in.