VisitSweden wants to increase numbers who visit Sweden

The Swedish Travel and Tourism Council has rebranded itself as VisitSweden in a move geared towards attracting more visitors to the country.

It is hoped that the body will increase the number of tourists who fly to Sweden through marketing destinations and experiences, reports website Travel Daily News International.

Commenting on the creation of the new body, Thomas Bruhl, managing director of VisitSweden, told the website: "Since our task is to increase the number of visitors to Sweden, it will be beneficial for us to have a name that conveys this role swiftly and clearly to the outside world."

Mr Bruhl added that the name change represents a "clear stepping stone" towards achieving a new "business mission" and a "new way of working".

Among some the attractions VisitSweden recommends are Gothenburg's amusements park and its hosting of the European Athletics Championships, to be held between August 6th and 13th, as well as Stockholm for its "historic and cultural grandeur".

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