When you talk about a modernized image of Sweden, what do you think of?
– The picture of Sweden easily becomes a little dated. It’s about how it was in the 80s, but Sweden has changed for good and bad – but very much for good. We think it is important to describe Sweden as the country it is. An open, tolerant, innovative country that is based on entrepreneurship and trade, green transition and digitization, modern Sweden. This is not always how it is communicated, which we want to change.
What role do you think SI and other Swedish organizations can play in increasing awareness of and creating positive interest in Sweden in the Middle East?
– The Swedish Institute has a very important role to play for Sweden’s image in the Middle East, and I believe that its importance will grow in the future. We as a government have pointed out that we need more developed communication around Sweden, not least in the Middle East where the image has developed in the wrong direction in some countries. We will have to turn that around. As part of that work, we have given SI the task of developing a new communication strategy for how we communicate about Sweden abroad.
Read more about the new mission to increase knowledge and trust in Sweden abroad!
Last updated: April 26, 2024
