The voluntary organisation Swedish Tourist Association launched an app that shares out calls to what it calls "The Swedish Number." The association says it is part of celebrating the Swedish tradition of openness.
So far, in just one day, over 5,000 calls have been made to the number.
Radio Sweden called up Patrik Hjelt, one of those who has signed up to be a voice for Sweden. He says he likes being able to tell strangers about his country.
Listen to the full report to get what it sounds like to call Sweden, and what it sounds like when you get called by a complete stranger from abroad.