“Travel to Sweden is increasing and there is a great potential to increase travel even more. By turning to well-travelled LGBT people, primarily in the USA, we hope to be able to put Sweden on the map as one of the world's primary LGBT destinations,” said VisitSweden CEO Thomas Brühl in a statement on Wednesday.
As part of the VisitSweden campaign, Out Magazine, the world's best-selling gay publication, will dedicate its October edition to Sweden and is set to feature Stockholm, western Sweden and the Ice Hotel in northern Sweden.
The Hollywood premier of the English language version of “The Girl with the Dragon Tattoo”, scheduled for November/December, is also set to be a highlight of the campaign, with an event for journalists working in the sector.
A blogger from Out Magazine is also planning to visit Stockholm Pride, which opens on August 1st.
While the US is the main focus of the campaign, VisitSweden is reaching out to all well-travelled lesbian, gay and bisexual people who it believes are looking for new destinations to broaden their horizons.
According to VisitSweden's market analysis, involving 16,000 people in 12 countries, the LGBT community is over-represented among urbanites and it is hoped that Stockholm's combination of big-city pulse and nature on the doorstep will prove attractive.
“Stockholm is the perfect destination for LGBT travellers from the USA, with its mix of modern lifestyle, openness and culture,” said Magnus Lindbergh, the project leader for VisitSweden's US office.