Sweden – Visit Sweden has launched an experiential campaign called The Drinkable Country, as part of a post-Covid tourism push. Putting a spotlight on some of the region’s most remote locations, the initiative includes 14 open-air tables manned by prominent Swedish drinks experts. Promising an immersive experience, visitors are invited to forage for ingredients and create their own DIY cocktails together with local guides.
Visit Sweden is using its rugged natural landscape to boost tourism, promoting its unique country through the lens of regional drinks ingredients. ‘Our drink recipes, based on local ingredients, are created with a vision to reflect Sweden’s beautiful nature,’ explains a statement on the brand’s website. ‘Together with local guides you can collect, mix and enjoy the drinks yourself, out in the world’s largest open-air bar stretching all the way from Sweden’s southernmost beaches to its mountain tops in the Arctic north.’
With global travel destinations having to find creative ways to rebuild their economies after a tourism drought, the initiative shows how local ingredients that are inaccessible elsewhere can be leveraged to appeal to gourmet tourists.
From region-specific recipes to local crafts, travel brands can zero in on the cultural nuances of destinations. To support these communities, work with regional hospitality experts or craftspeople to engage new tourists