Sweden Means Snow, Nature and Blondes
Snow, beautiful nature and blondes. That is what foreign tourists think of when they think of Sweden, according to a study made by the government agency Visit Sweden.
Over 15 000 tourists from among others Denmark, Germany, France, UK and the US have been asked what they associate with Sweden. And while most of those asked said something about the cold weather or the beautiful nature, the study also shows that one in ten of the French people in the survey associate Sweden with blondes. In Germany on the other hand, one in ten thinks of moose when asked what they associate with Sweden. And while tourists from Denmark think that you can get a lot for your money in Sweden, the Brits think it is quite expensive here.
Among the newer things that are associated with Sweden is crime writers, such as Henning Mankell and Stieg Larsson. "The French are crazy about Stieg Larsson," says Thomas Brühl, CEO at Visit Sweden, to the News Agency TT.
American tourists think of (Swiss?) chocolate when they hear of Sweden, while the French think that Sweden has got something to do with (Norwegian) fjords.