Visit Sweden’s Nils Persson on Bold Ideas, Big Impact, and the Future of Marketing

How Visit Sweden’s CMO turns national branding into lessons every marketer can use.

When most people think of destination marketing, they imagine glossy brochures and aspirational taglines. Nils Persson, Chief Marketing Officer of Visit Sweden, has rewritten that playbook entirely. Under his leadership, Sweden’s national brand has become a global case study in how creativity, cultural insight, and sustainability can combine to capture attention and drive lasting relevance.

A Prescription for Wellness

Visit Sweden’s latest campaign, The Swedish Prescription, brings the nation’s playful creativity to the global conversation on health and wellness. Backed by research from YouGov and endorsed by physicians, the initiative positions Sweden’s forests, lakes, and cultural traditions as remedies for stress, burnout, and sleep deprivation. From cold plunges and forest bathing to the simple ritual of fika, Sweden transforms its natural and cultural assets into “prescriptions” that both entertain and inspire travelers seeking meaningful experiences.

Doctor’s orders: A trip to Sweden may be the best medicine. See Video.

Bold Campaigns that Break the Mold

Persson is best known for daring campaigns that blur the lines between culture, technology, and entertainment. Discover the Originals turned IKEA’s product names into tourism invitations, reclaiming cultural pride with playful wit. And Spellbound by Sweden, an AI co-authored horror story, reimagined folklore through the lens of cutting-edge technology. Watch another clever initiative, Sweden (not Switzerland), by linking to the video below.

Visit Sweden: “People all over the world keep mixing up Sweden and Switzerland. To end this confusion, we are now reaching out to Swiss officials.” See video.

These initiatives prove that even categories often seen as conservative—like national tourism boards—can use provocation and humor to generate earned media, spark global conversation, and stay relevant in a noisy world. For brand leaders outside tourism, the lesson is clear: bold ideas often travel further than big budgets.

Sustainability as Strategy, Not Slogan

But Persson’s vision goes beyond creative headlines. He argues that we’re entering a new era of sustainable travel, with more than half of leisure travelers factoring environmental impact into their choices. Sweden’s response has been both pioneering and practical.

• The world’s first fossil-free ski resort in Stockholm proves that winter sports can embrace a climate-conscious future.
• The iconic Icehotel is working toward CO2-negative status by using solar panels, sustainable building materials, and ice that returns each spring to the Torne River.
• Gothenburg, ranked multiple times as the world’s top sustainable destination, shows how entire cities can weave climate-smart practices into hospitality, benefiting both residents and visitors.

For marketers everywhere, these aren’t just destination stories—they’re brand lessons. Sustainability can’t be a bolt-on message. It must be embedded in products, services, and customer experiences to earn trust and loyalty.

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In our conversation, we discuss the following:

• How do you balance the need to stand out creatively with the responsibility of representing a nation’s brand?

• Your work blends humor, cultural storytelling, and sometimes provocation. Where do you find the confidence—and the data—to take creative risks that other national brands might be hesitant to take?

• You’ve said we’re entering a new era of sustainable travel, where over half of travelers now factor environmental considerations into their leisure choices. How has that shift influenced Visit Sweden’s brand strategy?

• Can you share examples—like the world’s first fossil-free ski resort in Stockholm, the Icehotel’s CO2-negative ambitions, or Gothenburg’s top sustainability ranking—that show Sweden leading by example?

• How do you measure the marketing impact of sustainability—not just in attracting eco-conscious travelers, but in building Sweden’s long-term brand value?

• In an era of short attention spans and AI-generated everything, is it increasingly challenging to keep a national brand feeling fresh, authentic, and relevant?

• What trends do you think will most disrupt—or enhance—destination marketing over the next several years?

• If you could give one piece of advice to other CMOs—whether in tourism or beyond—about building an enduring, distinctive brand, what would it be?

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The Universal Playbook: Creativity + Responsibility

While Persson’s remit is national branding, his approach has resonance far beyond tourism. He demonstrates that:

• Disruption is essential. Even serious brands can use humor and originality to reset perceptions.
• Responsibility amplifies relevance. Consumers increasingly reward brands that align with their values.
• Integration is the future. Combining storytelling with data-driven insights and digital platforms ensures impact is both emotional and measurable.

Why It Matters Now

As marketing leaders grapple with fragmented attention, rising expectations, and AI-driven disruption, Persson’s work stands out for its clarity: originality rooted in culture, delivered with responsibility. His team’s success shows that when creativity and sustainability converge, a brand can be more than noticed—it can be remembered, respected, and even emulated.

In many ways, Persson isn’t just marketing Sweden. He’s offering a blueprint for how brands across categories can thrive in a world where consumers expect both boldness and conscience.

About Nils Persson

Nils Persson has an extensive background within Marketing, Product Management, Branding, Strategy, Business Development, Project Management, Sales, and PR. He has worked within the banking, telecom, and media industries. In 2021, he returned to Visit Sweden and now serves as CMO, leading the Brand & Marketing unit, with responsibility for marketing Sweden as a Destination.

He has also led the company-wide digital transformation program over the past three years. Visit Sweden employs an innovative, data-driven approach to marketing, building a strong brand and telling Sweden’s story.  Nils also believes in the importance of long-term brand building and adaptability in destination marketing. 

Persson’s innovation lies in turning Sweden’s soft power—its nature, values, and quirks—into memorable, viral campaigns that feel authentic yet disruptive. He’s a master at merging brand storytelling with earned media potential, making Visit Sweden stand out in a crowded tourism landscape.

These accomplishments are further highlighted by his recognition as one of The Internationalists of the Year, reflecting both impressive business outcomes and the guiding values behind these achievements.

Visit Sweden is a government-owned company that works proactively with a vision to make Sweden the most sustainable and attractive destination, built on innovation, by 2030. Through communications and marketing efforts internationally, Visit Sweden has over the last years become one of the world’s most award-winning brands in creativity, marketing, and PR.