Back in 2017, Visit Sweden put the whole country of Sweden as a listing on Airbnb. Now, it's done something similar, but with an emphasis on food.
Its latest campaign places Sweden on Bookatable.com as a "restaurant" where people can dine out on foraged ingredients. As part of the campaign, by Prime Weber Shandwick, four Swedish Michelin-starred chefs, Titti Qvarnström, Niklas Ekstedt, Jacob Bjuhr and Anton Holmström, have created a nine-course menu from ingredients that can be found in nature in the country. Visitors can make the dishes themselves by following instructions available online.
Along with the menu, Visit Sweden has set up seven wooden tables in locations around the country that are listed on Bookatable.com. When they book a free table, visitors have a reservation for a day and access to rent the kitchen kit, along with contact information to a local guide who can answer their questions before arrival. With the tools in the kitchen kit they will be able to cook the dishes from the menu.
“Sweden is 96 percent uninhabited and yet easily accessible for everyone," says Jennie Skogsborn Missuna, chief experience officer at Visit Sweden. "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. By using our star chefs’ menu, this new and innovative DIY culinary experience makes it possible for visitors to explore and transform nature into gourmet food themselves."