The city of Stockholm together with Visit Sweden has published an open letter inviting lovers, haters and hesitators to come and experience Stockholm.

Situated over 14 small islands, Sweden’s capital is renowned for its progressive values and, in the spirit of openness, is welcoming the global community to a city built on the idea of an inclusive and open society with democracy at its core.

Thomas Andersson, CEO of Visit Stockholm, said: “The idea that everything should be accessible for everyone is in the DNA of Stockholm. People across the world are curious about Sweden and Stockholm, in relation to our values of equality, sustainability, accessibility and much more. We believe that ‘openness’ is one of the things setting us apart.”

Turning words into action, Visit Stockholm and Visit Sweden have followed-up on the open letter by sending invitations to people mentioning Sweden and Stockholm on online platforms such as Instagram, Facebook, Twitter and Reddit, with a free two-nights-stay at a hotel in the city. The city has a total of 50 hotel nights reserved for visitors invited through social media and the campaign will continue until all of the rooms have been offered to someone online.

The ‘Open Letter’ is also accompanied by a short video, shot in Stockholm last August. It features real tourists live on the streets of Stockholm, and marks the start of the city’s effort to both show and communicate the values of the Swedish capital.

The letter can be found at or for more information go to or

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