Sweden’s latest move: protecting its name from the copycats

Sweden aims to clear up travel mix-ups and secure its identity

Sweden is taking a groundbreaking step by applying for a trademark to protect its name from global confusion. The move aims to prevent travellers from accidentally ending up in other places named "Sweden," ensuring that tourists only experience the original Scandinavian destination.

With several towns and cities around the world sharing the name "Sweden," as well as other location duplicates like "Germany," "America," and "London," Visit Sweden is addressing a growing problem for travellers. The country has now formally applied to the European Union Intellectual Property Office (EUIPO) to claim exclusive rights to the name.

No more confusion for travellers

A recent survey by Visit Sweden revealed that nearly half of travellers (45%) have encountered places with names similar to their intended destination. More surprisingly, 8% admitted they have ended up in the wrong location entirely. To avoid these travel blunders, Visit Sweden is calling on people worldwide to support their trademark application through an online petition.

The survey also highlighted strong support for the idea of trademarking locations to prevent mix-ups, particularly among younger travellers. Over half of those aged 20-32 in the US (54%), UK (45%), and Sweden (44%) backed the proposal.

A humorous appeal for support

“We’re flattered that other places want to be called Sweden, but we’d rather there be just one – the real Sweden,” said Susanne Anderson, CEO of Visit Sweden.

“When people think of Sweden, they should picture our lakes, forests, fika culture, and iconic design, not another town with the same name.” Visit Sweden has launched an online petition and is urging people to sign in support of the trademark to help prevent future confusion for travellers.

A global trend toward brand authenticity

This application is part of a broader trend of protecting brand authenticity. As consumers grow more aware of "counterfeit" goods, destinations are now taking similar steps to ensure their identity remains distinct in the global marketplace. If successful, Sweden’s trademark could reduce confusion and make travel planning a bit simpler.

More on the trademark of Sweden.

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