Sweden has gone and listed the entire country on the short-term vacation rental site Airbnb, in a PR stunt that aims to highlight its natural heritage. The marketing campaign is based on the notion of allemansratten – or the freedom to roam – a principle protected by Swedish law that gives all people the right to roam free in Swedish nature. Photo credit: idesignarch Under the law, only private gardens and lands under cultivation are off-limits to walking, cycling or camping. In a clever play on allemansratten, the country’s official tourism office is using Airbnb as a platform to promote their mountaintops, lakes, meadows, forests and lakes by listing bucolic spots on the site. The whole country is pitched as one big home rental, with 100,000 “infinity pools”, lakeside “relaxation areas”, clifftop terraces with panoramic floor-to-ceiling views and bathrooms au naturel, designed after “minimalist Swedish style”. And unlike vacation rentals, there’s...
