Sweden opens the world's first 'country hotline' to promote tourism
Sweden has become the the first country in the world to have its own phone number.
The phone line launched on Wednesday and was set up by the Swedish Tourism Association to connect people interested in travelling to or learning more about the country with Swedes who can pass on their local knowledge. Around 530 volunteers from all over Sweden have signed up via an app to help operate the hotline. Magnus Lind, CEO of the tourism association, said in a statement that the aim of the campaign is to promote "a unique and genuine Sweden".
Read more: thelocal.se