According to a report from Swedish Institute, Sweden continues to have a very positive international image in 2026, strongly associated with democracy, reliability, and innovation. This makes the country attractive for investment, work, study, tourism, and partnerships, even in a time of global uncertainty. Sweden also remains ranked among the top countries in the Global Soft Power Index.
At the same time, there is a clear challenge: in many parts of the world, especially outside Europe and North America, awareness of Sweden is still relatively low. This creates a gap between being well-liked and being well-known, which means Sweden may not always be considered when important decisions are made.
To stay competitive globally, Sweden needs to increase its visibility so it becomes a natural choice for people, companies, and organisations.
Read the report .
This week, we had the pleasure of welcoming the Embassy of Sweden in the Netherlands to our office in Amsterdam.
While we regularly connect through digital meetings, sitting down together in real life brings an extra dimension, deepening our understanding and strengthening our collaboration. Exchanges like these help us stay aligned in our shared mission to support Swedish–Dutch business relations.
We were glad to host Promotion Officer Oskar Nielsen alongside interns Rebecca Johansson and Ebba Ek, and to share more about our work with member companies across a wide range of sectors. From our ongoing initiatives to our event calendar of 40+ gatherings each year, it was a great opportunity to showcase how we foster connections and create value for our network.
Thank you for the inspiring visit, we truly appreciate the continued dialogue and partnership!
