What a Rogue Twitter Account Did For Sweden’s Tourism Industry
Photo Credit: A tour bus passes through Stockholm, Sweden. Flickr / eGuide Travel
Skift Take
This strange but successful campaign challenges traditional wisdom about how to promote a tourist destination.
Many travel destinations' official social media accounts are relatively staid, sticking mainly to describing tourist attractions or industry news. Understandably, their directors would prefer to earn a boring reputation than risk a scandal.
Not so for Sweden. That country's official twitter account, @Sweden, is controlled by the people -- literally. A different Swedish citizen takes the helm each week, with participants including some lively characters from the very start. The first tweeter, a writer from Stockholm, was very candid:
Listen up, folks! I'm @kwasbeb, a regular swedish dude, and I'm taking over this goddamned account for a week! E
