Visit Sweden Launches National Api To Boost Global Reach Of Swedish Tourism

In a pioneering move for destination digitalisation, Visit Sweden has launched a national tourism API, marking a significant step toward data-driven innovation in the travel and hospitality sector. The new platform aggregates and standardises Sweden’s tourism content from all 21 regions, making it accessible to global digital services and aligning with the schema.org open-data standard.

With over 14,000 tourism-related data entries already available – from accommodations and events to experiences and points of interest – the API is designed to streamline content distribution, ensure real-time updates, and support the development of new tourism applications powered by artificial intelligence, sustainability tools, and location-based services.

“By bringing Sweden’s tourism industry together under a shared digital standard, we’re strengthening the country’s international appeal and making it easier for travelers around the world to explore our unique destinations,” says Sara Modig, State Secretary to Sweden’s Minister for Energy and Business, Ebba Busch.

The project positions Sweden as one of the first countries globally to implement a national, open-data structure for tourism, providing license-free access to developers, OTAs, tour operators, DMOs, and other stakeholders. Each contributor retains ownership of their data, which can be updated in one place and automatically disseminated across platforms.

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“We’re incredibly proud to be among the first countries in the world to unify our tourism offering in line with schema.org. This positions Sweden as a competitive, digitally visible destination and opens the door to exciting innovation,” says Nils Persson, Chief Marketing Officer at Visit Sweden.

The system has been developed through a collaborative framework involving regional tourism boards, municipalities, and private sector stakeholders. Its design ensures that both small businesses and major brands are equally represented in the national dataset.

“The strength lies not only in the scale of the data, but in the fact that it includes credible, quality content – from small independent businesses to major hotel chains – across the entire country,” says Susanne Andersson, CEO of Visit Sweden. “And we’ve built this in collaboration with regions and industry stakeholders.”

This API also supports the Swedish government’s national data strategy, aligning with broader policy goals in digital transformation, open access, and cross-sectoral innovation. According to Visit Sweden, the platform can integrate additional datasets – such as weather forecasts or transportation networks – to enhance the user journey and planning process.

Major hospitality players already contributing data include Scandic Hotels, Best Western Hotels & Resort, Strawberry, Svenska Turistföreningen (STF), and First Camp, among others. More partners are expected to join as the system evolves.

“It’s very encouraging to see Sweden’s tourism industry come together in a dedicated API that guarantees effective, long-term digital visibility,” adds Jonas Siljhammar, CEO of Visita, Sweden’s hospitality industry association.

The initiative demonstrates a scalable model for other national tourism organisations, showcasing how open data can underpin smart tourism ecosystems, enhance destination competitiveness, and empower a more connected global visitor economy.

The article Visit Sweden launches national API to boost global reach of Swedish tourism first appeared in TravelDailyNews International.