Like Expedia and TripAdvisor, Airbnb increasingly wants to be viewed as a destination resource as a supplement to its booking site. The company is testing the waters as it serves as a marketing platform for Sweden.The move pushes Airbnb deeper into the destination marketing ecosystem while advancing its interests in fast-growing markets.Visit Sweden, the country’s national tourism board, recently approached Airbnb about working together to tout the country’s natural wonders in a joint campaign that’s aimed at increasing interest from the U.S. market.Starting this week, Airbnb and Visit Sweden are promoting the entire country of Sweden — everything from forests to mountains to beaches — as a place to explore or rest your head at night.Travelers deciding to camp out in the woods or on a beach won’t be booking any of these natural places promoted through the partnership — because they don’t belong to anyone, said Jenny Kaiser, president of Visit Sweden’s U.S. office.Kaiser said this is a branding campaign, not a booking campaign. Visit Sweden is more interested in getting travelers to perceive the country as a place of rich, natural landscapes than increasing the number of Airbnb bookings in the country.The tourism board is invoking Sweden’s freedom to roam principle, part of the Swedish constitution, that gives all people the right to explore Swedish nature. Private gardens and lands under cultivation are the only exceptions to the principle.Source: skift.comRead more here.RELATED TOPICS: Greece, Greek tourism news, Tourism in Greece, Greek islands, Hotels in Greece, Travel to Greece, Greek destinations , Greek travel market, Greek tourism statistics, Greek tourism report