Sweden wants to become the first country to trademark its name.
The country’s tourism office detailed its efforts in a press release on Tuesday, saying that it has applied through the European Union Intellectual Property Office. Although countries cannot trademark their names, places recognized as travel destinations can when considered a brand.
Visit Sweden said it’s seeking to trademark to protect its identity and prevent travel mix-ups among tourists. There are several other places in the world called Sweden, including communities in US states like Maine, Missouri, and South Carolina.
“We’re flattered that others want to be called Sweden, but we’d prefer if there were only one,” Susanne Andersson, CEO of Visit Sweden, said in the press release.
Sweden, with a population of over 10.5 million, considers its capital city of Stockholm a top tourist destination. Stockholm is home to the Vasa Museum and Drottningholm Palace, which is on UNESCO’s World Heritage list.
The European Union Intellectual Property Office’s website said it charges a fee of €850, or about $900 USD, to review trademark applications. EU trademarks are valid for 10 years and can be renewed indefinitely.
“When someone says they’re visiting Sweden, we want them to experience our cinnamon buns and princess cake, unique culture, serene beauty in nature and wilderness, and possibly meet a moose or two, not accidentally end up in a small town with the same name elsewhere,” Andersson said.
Representatives for Visit Sweden told Business Insider it does not have a timeframe of when it believes the process will be complete.
Visit Sweden’s trademark initiative highlights how tourism offices are trying to drum up interest in unconventional ways as travel rebounds after COVID lockdowns.
Oslo, the capital of Norway, gained attention in June when its tourism office shared a tongue-in-cheek advertisement that went viral on social media. The advertisement followed a 31-year-old resident named Halfdan, played by Bendik Aunan, who didn’t understand why anyone would want to visit Oslo.
“I mean, is it even a city?” he asks.
Richie Karaburun, a clinical associate professor at NYU’s Center of Hospitality and Tourism, previously told Business Insider the ad’s success relied on its authenticity and storytelling.
“If they keep on doing these very creative destination marketing ads, I think they’re on the right path to being well known like Istanbul, Paris, and New York,” he said.
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