A new campaign promoting Swedish
tourism is appealing to a demographic that generally prefers the sofa to the international travel.
Visit Sweden’s “The Introvert Travel Agency” is designed as a solution for
those travelers who have tired of “overtourism, crowded itineraries and travel fatigue,” and want to embrace the freedom to “slow down, avoid social pressure and experience a
destination at their own pace.”
The center of the campaign is a 1:15 hero film, seen here, where a travel agent for The
Introvert Travel Agency introduces himself and promotes his only destination, Sweden, as “the paradise for introverts.” He says personal space in Sweden is seen as a “way of
life,” with the acceptable practices of taking up two seats on public transportation and avoiding small talk.
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The campaign was inspired by a recent YouGov survey commissioned by Visit
Sweden that found only 11% of Americans describe themselves as extroverts, while 44% identify as introverts and another 45% as a mix of both. The survey also found that 57% often or always look for
calm accommodations, 48% prioritize time to themselves, and half (50%) need a “vacation from their vacation” to relax after their trip.
“Many travelers are looking for
something surprisingly simple: the freedom to decide when they want company and when they don’t,” says Susanne Andersson, CEO of Visit Sweden, in a release. “Sweden has always
offered that kind of space—in our nature, our cities and our social culture. The Introvert Travel Agency makes it easier to experience Sweden on your own terms. Here, being social is an option,
not an obligation.”
Consumers are directed here to “explore curated trips and experiences ranging from island
escapes and peaceful nature stays to self-guided city experiences and calm accommodations.”
The Introvert Travel Agency will also appear as a pop-up activation, offering travel info
“in spaces designed with introvert comfort in mind” in Berlin, Paris and London throughout October.