Visit Sweden's Introvert Travel Agency pops up in London, Berlin and Paris from 28 to 31 October, selling Sweden as the holiday for people who hate small talk.
Visit Sweden is opening a travel agency for introverts. The Introvert Travel Agency will pop up in London, Berlin and Paris from 28 to 31 October, selling Sweden as the holiday destination for people who would rather not make small talk, and it is already being promoted with a film on the tourism board’s own channel.
The pitch is built on things Swedes are known for: plenty of personal space, little pressure to chat, the right to roam freely in the countryside, and fika, the coffee and pastry break that comes with an unwritten rule about when you can leave. “Don’t like small talk? Great, neither do Swedes,” runs one line from the campaign, according to Creative Review.
Susanne Andersson, chief executive of Visit Sweden, said many travellers want “the freedom to decide when they want company and when they don’t”. The tourism board cites a finding that 48 per cent of Britons describe themselves as introverts.
Tourism advertising usually sells the same things: beaches, buzz, food, nightlife. Visit Sweden has found a positioning nobody else can easily claim, and turned a national stereotype, reserved and quiet, into a selling point rather than something to apologise for. It is a smart piece of audience targeting too, aimed at the half of the market that most holiday advertising makes feel tired.
It continues a run of confident work from the board, which has previously told the world it is not Switzerland. Like Interrail’s recent campaign, it sells a feeling rather than a destination, and that is increasingly how the best travel brands compete.
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