Visit Sweden is Sweden’s official website for tourism and travel information. Visit Sweden’s purpose is to market Sweden abroad. The goal is to increase the number of visits to Sweden and thereby create better prerequisites for the tourism market in Sweden.The assignment was to develop a progressive design that meets the purpose and objectives of Visit Sweden. The design should feel innovative, caring, authentic and open – values based on the country brand platform of Sweden. The design should also appeal to a younger target group, and inspire curious people that earlier wouldn’t have considered Sweden as a destination.

A lot of effort was put into making the design stand out, both when it comes to the extensive use of crisp images and maps from all over Sweden and the level of detail in all graphical elements throughout the site - from the flexible user interface to the different components and layers of information presented as graphical objects on the map.

At the same time we focused on maintaining the feeling of a spacious, generous layout that can handle lots of content, editorial as well as user generated. Clean, simple, Swedish.

After the launch in 2008, the site was ranked Sweden’s best web site by the magazine Internet World. Internet World stated that Visit Sweden delivers beyond the Swedish state border and puts Sweden on the map.

The site is unique. As the first Tourist board in the world, Visit Sweden publish user generated content to compliment the official content, which inspires foreign visitors to come to Sweden. The site uses the internet in a very creative way, is easy to use and has functional design. Tourist boards from all over the world have contacted Visit Sweden for knowledge and experience.