• by Fern Siegel , February 25, 2026

Sweden has 267,000 islands — more than any other country in the world. And it's turning its natural wonders into a creative campaign.

Developed by Prime Weber Shandwick, Visit Sweden is offering five international travelers the opportunity to become a finite owner of their own Swedish island.

The campaign, which runs through April 17, includes digital, site and social elements. Five winners will be selected by a jury, based on the creativity of their personal story. Each receives a one-year right to use one of five islands and a trip to Sweden. The focus is caring, not buying.

“We departed from private islands, with opulent mansions and helipads, as a caricature of wealth in the modern world, and found the core of this campaign in the opposite: Sweden’s accessible islands”, says Petter Lublin, creative director at Prime Weber Shandwick. “Now anyone can apply to get their own Swedish island. Except billionaires, because we believe in democratic luxury.”