Last month Sweden became the first country to offer a dedicated national phone number that connects callers directly with ordinary Swedes. The Swedish Tourist Association set up the hotline so people curious about Sweden or planning a visit can speak with local residents who share firsthand knowledge and practical tips.
About 530 volunteers from across the country have registered through an app built to manage the service. When you call the number, an initial message explains: “You will soon be connected to a random Swede somewhere in Sweden.” After that, the caller is routed to a live volunteer.
“We want to show a unique and genuine Sweden – a country worth visiting, with the right to roam, sustainable tourism and a rich cultural heritage,” said Magnus Lind, CEO of the Swedish Tourist Association. “We also want to create pride and knowledge about Sweden, nationally as well as internationally.”
Anyone outside Sweden can dial the “Swedish Number” and will be connected at random to one of the volunteers. Conversations can cover any topic, though the main goal is to answer travel-related questions with unfiltered, personal perspectives instead of formal tourism promotions.
“In the digital world we live in, real conversation becomes ever more important. That’s why we’re giving the Swedes the opportunity to, as the first country in the world, get their own phone number, which gives all citizens a fair chance to express themselves and offer tips about what to do here,” Lind added.