In the first week of January, a team from Visit Sweden and Visit Stockholm browsed social media like Facebook, Instagram, Twitter, YouTube, Reddit, Quora, and online comment fields of news outlets like The Guardian, The New York Times, and so on, in search of people who write comments about Sweden or Stockholm. Why? Find out below.
Stockholm, the Swedish capital situated on 14 small islands, is famous for its closeness to nature, booming tech-scene, gender-fluid fashion, colorful LGBT community and the Nobel prize. The one thing that really makes the city stand out internationally is its progressive values: Stockholm is a city for all.
In the spirit of openness, the city’s tourism board, Visit Stockholm, has come together with its national counter-part Visit Sweden, to publish an open letter addressed to “lovers, haters and hesitators”. The open letter is the city’s way of welcoming the global public to a city built on the idea of an inclusive and open society with democracy at its core.
Turning words into action, Visit Stockholm and Visit Sweden decided to follow-up on the open letter by sending invitations to potential visitors who have mentioned Sweden and Stockholm in comments on online platforms. How cool is that? Read what the letter said:
AN OPEN INVITATION TO LOVERS, HATERS AND HESITATORS
I don’t know who you are, where you came from, who you voted for, what your family name implies, if you’re a rebel or a conservative.
I don’t know who you love, what you just can’t stand, if you’re rich, poor or somewhat in between. If you’re man, woman or somewhat in between.
I don’t even know how you feel about me. If you love me, hate me or if you haven’t made up your mind. You are welcome anyhow, just as you are, with your dreams, beliefs, doubts and preconceptions.
Cause this is what I’m made of. Openness. The idea that everything should be accessible for everyone. That no-one should be excluded or left behind. It’s in every heartbeat; the constant aspiration to challenge the existing in order to find new, better ways.
So I ask myself: What does democratic design look like? How do we make sustainable fashion? What will food taste like for future generations? Could music be made available in new ways? What does it take to make nature truly accessible for each and every one?
I don’t know who you are, but I would love to get to know you better. I’m fueled by new ideas and influences from around the world.
So why don’t you come visit me soon? Consider this as your open invitation, you are always welcome here.
Stockholm – The Open City
Stockholm and Sweden continue to rank high in global surveys and lists, Stockholm landing #11 on Monocle’s 2017 Quality of Life ranking, and Sweden becoming #4 on Forbes annual Best Countries for Business ranking. The city has 9 Michelin-starred restaurants, counting 10 stars between them.