The video shows an actor standing between two Swedish flags and addressing “Switzerland’s leaders and citizens.” She stresses that it is time to clarify the difference between the two countries, and suggests that both countries focus more on the different aspects of their culture and tourist attractions. For example, Switzerland can talk about mountaintops, singing and clocks, while Sweden has a monopoly on communication over rooftop bars, silence and forgetting time.
A study conducted by Visit Switzerland in the United States showed that half of the survey participants were not sure whether there was a difference between the two countries. Even world leaders were wrong. An example of this is that US President Joe Biden mentioned Switzerland instead of Sweden during a speech at the NATO summit.
To explain the difference between Sweden and Switzerland, Visit Switzerland has highlighted some of the differences between the two countries. For example, Sweden has “forest gold” in the form of an edible mushroom called chanterelle, while Switzerland has one of the largest gold reserves in the world. Switzerland is known for its amazing light displays, while Sweden has the Northern Lights as a natural spectacle. The campaign hopes to remove confusion about these two European countries.
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