Sweden – The country’s tourism board is working with Michelin-starred chefs to encourage visitors to cook a nine-course menu in the wild.
Branded as The Edible Country, Sweden is being pitched as a 100 million-acre gourmet restaurant. Created by Visit Sweden, seven wooden tables have been placed across the country with ready-to-use meal kits and cooking utensils, with the aim of showing how accessible healthy food can be. Tables are free of charge to use and can be reserved via Bookatable.com.
According to Visit Sweden, the country is 96% uninhabited, making it an ideal destination for wild dining. ‘Our nature is filled with edible ingredients and we want to invite the world to enjoy them, and at the same time wind down in nature like us Swedes do,’ says Jennie Skogsborn Missuna, the tourism board’s chief experience officer.
Sweden is a leader when it comes to finding new ways to brand its country and appeal to tourists. In 2017, Visit Sweden listed the entire nation on Airbnb. For more on the future of placemaking strategies, book a dedicated presentation from The Future Laboratory.