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Sweden or Switzerland? Swedish tourist board launches campaign to explain the difference

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They are both countries in Europe that begin with S and 120,000 people a year mix them up, Google searches show.

Sweden’s tourist board has decided it is time to make it clear that the nation is not, in fact, the same country as Switzerland.

According to Visit Sweden, the two countries are constantly being mixed up.

To dispel confusion, the tourist board has launched a humorous new campaign.

Here’s how you can tell the difference between the two European countries.

Sweden launches video to show tourists it is not Switzerland

Visit Sweden’s campaign video is titled ‘Welcome to Sweden (not Switzerland)’ and was circulated on social media this week.

Each year, 120,000 people Google whether Sweden and Switzerland are the same country, according to news site SwissInfo.

A study conducted by Visit Sweden in the US found that half of the respondents were not sure if there was a difference between the two nations.

Even global leaders have made the blunder. During a NATO summit speech last year, US President Joe Biden erroneously referenced Switzerland while discussing Sweden’s bid to join the military alliance.

In the satirical video, an official representative standing at a podium between two Swedish flags addresses the “leaders and citizens of Switzerland.”

She declares that it is time to make the distinction between the two nations clear by deciding “who talks about what.”

Switzerland can talk about mountain tops, yodelling and watches, for example, but Sweden has a communication monopoly over rooftop bars, silence and forgetting about time.

“As long as both tourism organisations stick to this division in all communication with the outside world, the confusion should come to an end,” Sweden proposes.

How is Sweden different from Switzerland?

To make the distinction clear between the two countries, Visit Sweden has also detailed some ways in which the two countries differ on their website.

While Switzerland has one of the world’s largest gold reserves, Sweden has ‘forest gold’. Each autumn, Swedes forage for Chantarelles, a type of mushroom with a gilded sheen.

If you like historic banks, head to Switzerland, but if you prefer strolling down beaches and sandbanks, you should visit Sweden, the tourist board says. Sweden has 48,000 kilometres of coastline and wild archipelagos that jut out into the Baltic sea.

In Switzerland, you can “enjoy some spectacular light shows made with projections and LEDs,” Visit Sweden says, but “in Sweden there’s no need for electricity to put on a show.” The Nordic country has its own natural spectacle – the Northern Lights.

Finally, the tourist board reminds visitors that while Switzerland is a country of “many interesting sounds” like yodelling and cowbells, Sweden is a place of peace and quiet where the soundscapes will help you “wind down and connect with nature.”

Author

  • Daniela Daecher is a twenty-something bookworm and coffee addict with a passion for geeking out over sci fi, tv, movies, and books. In 2013 she completed her BA in English with a specialization in Linguistics. In 2014 she completed her MA in Linguistics, focusing on the relationship between language and communication in written form. She currently lives in Munich, Germany.

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‘Leave them where they belong’: Bruges implores tourists to stop stealing cobblestones

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Tourists have been caught smuggling all kinds of stolen souvenirs home from holidays, from artefacts picked up in Pompeii to sand from Italy’s famous pink beach on the island of Sardinia.

The Belgian city of Bruges is the latest victim of keepsake crime, but the item visitors have taken a fancy to is unexpected.

The city council has reported the theft of dozens of cobblestones from the city centre, and suspects tourists are the culprits.

Tourists suspected of pilfering Bruges’ cobblestones

Bruges’ cobblestones are increasingly being pilfered from well-known spots in the UNESCO-designated historic centre, public property councillor Franky Demon reported this week.

“At iconic locations such as Minnewater, Vismarkt, Markt and Gruuthusemuseum, it is estimated that 50 to 70 pieces of cobblestone disappear every month. And that number could be even higher,” Demon told press.

“The phenomenon increases significantly, especially during busy tourist periods such as spring and summer,” he added.

For this reason, authorities suspect visitors are pocketing the stone as souvenirs.

‘Leave that cobblestone where it belongs’

As well as damaging a valuable part of the city’s heritage, the stolen stones have created safety issues.

The gaps from removed stones present trip hazards for pedestrians – and are costly to repair.

“It’s unfortunate that our employees constantly have to go out to fix potholes and loose stones. This causes a lot of additional work and costs: about 200 euros per square metre of reconstruction,” explained Demon.

The councillor urged visitors to respect the historical environment of Bruges.

“We simply ask for respect. Anyone walking through Bruges crosses centuries of history. Leave that cobblestone where it belongs,” he said.

Bruges’ cobblestones are apparently not the only sought-after street souvenir.

Along the famous Paris-Roubaix cycling route, tourists are known to pilfer parts of the pavement.

While Rome’s iconic ‘sampietrini’ – cobblestones made of solidified lava – have also disappeared into suitcases over the years.

Author

  • Daniela Daecher is a twenty-something bookworm and coffee addict with a passion for geeking out over sci fi, tv, movies, and books. In 2013 she completed her BA in English with a specialization in Linguistics. In 2014 she completed her MA in Linguistics, focusing on the relationship between language and communication in written form. She currently lives in Munich, Germany.

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‘Inequality and infinite growth’: Canary Islands anti-tourism protests reignite amid record arrivals

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This weekend, residents of Spain’s Canary Islands are coming out in force to protest against mass tourism.

People on the archipelago have been growing increasingly vocal about its struggles with visitor numbers.

Last year, locals held multiple protests to highlight overtourism’s strain on local infrastructure and housing availability. They look set to continue again this summer as residents say little has been done to tackle the problem.

Protests planned across Spain against overtourism

On Sunday, 18 May, residents of the Canary Islands will take to the streets to join protests organised by campaign group Canarias tiene un límite (The Canary Islands have a limit).

Demonstrations will be held on all the islands of the archipelago as well as in several cities across Spain.

Protests will begin at 11 am on the seven main Canary Islands – El Hierro, La Palma, La gomera, Tenerife, Gran Canaria, Lanzarote and Fuerteventura – and at 12pm on mainland cities including Barcelona, Madrid and Valencia.

Residents in the German capital of Berlin are also planning to take to the streets in solidarity.

Why are residents of the Canary Islands protesting?

The organisers say they are protesting to oppose the current economic model “based on overtourism, speculation, inequality and the infinite growth on very limited land”.

Instead, they want a transition to a people-centred, environmentally responsible model that respects the archipelago’s ecological and social needs.

Specifically, they are calling for a halt to destructive hotel projects across the islands and the building of a motor circuit on Tenerife; a moratorium on new tourist developments; guaranteed access for residents to healthcare and housing; and a functional ecological tourist tax.

The group also wants the immediate introduction of measures to curb marine pollution and the creation of an environmental restoration law.

Canary Islands receive record number of tourists in March

Earlier this month, authorities announced that the Canary Islands received more than 1.55 million foreign visitors in March, up 0.9 per cent on the record set in the same month last year.

The figures were released by the Canary Islands National Statistics Institute (INE), which added that the total number of international tourists for the first quarter of 2025 was 4.36 million, an increase of 2.1 per cent year-on-year.

The tourist influx comes despite dozens of protests staged last year by Canary Island residents against mass tourism.

Similar demonstrations have already taken place this year. Over Easter, around 80,000 hospitality workers in Tenerife, La Palma, La Gomera and El Hierro walked out in a dispute with unions over pay.

Author

  • Daniela Daecher is a twenty-something bookworm and coffee addict with a passion for geeking out over sci fi, tv, movies, and books. In 2013 she completed her BA in English with a specialization in Linguistics. In 2014 she completed her MA in Linguistics, focusing on the relationship between language and communication in written form. She currently lives in Munich, Germany.

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Crete earthquake: Is it safe to travel to the Greek island following tsunami warning?

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A 6.0 magnitude earthquake struck off the coast of the Greek island of Crete early this morning, Wednesday 14 May.

Authorities issued a tsunami alert in the area shortly after the tremor, which was felt as far away as Israel, Syria and Egypt.

Tourists are being warned to stay away from coastal areas in the popular holiday spot.

Here is the latest travel information from the local government.

Tourists in Crete urged to move away from coastlines

The earthquake was at a depth of 35 kilometres with its epicentre near the islands of Kasos and Karpathos in the Aegean Sea.

Greece’s Ministry for Climate Crisis and Civil Protection issued a precautionary tsunami warning for the area, including the east coast of Crete and the island of Rhodes.

Authorities urged residents and tourists on the island to keep away from the coastline and move to higher ground.

“A magnitude 5.9 earthquake occurred 48km SE of Kasos. Risk of possible Tsunami in your area,” the Ministry posted on its X account this morning. The magnitude was later updated to 6.0.

“Move away from the coast immediately. Follow the instructions of Local Authorities.”

Samaria Gorge, one of Crete’s most popular hiking routes, is temporarily closed as officials check for any damage done to the route.

“The Natural Environment and Climate Change Organisation announces that due to the earthquake that occurred today south of Kasos, the gorge will remain closed to visitors in order to check the route for possible rockfalls,” authorities said. “A further announcement will be made late this afternoon.”

Crete earthquake: Is it safe to travel and am I entitled to compensation?

Foreign governments have not issued travel advisories as yet, so it is currently still considered safe to visit Greece and its islands.

This also means that, should you choose not to go ahead with your trip, you are unlikely to receive compensation.

Depending on your travel insurance policy, you may be able to receive a refund for some or all of your trip if it includes compensation for cancellations due to natural disasters. Check with your provider and read your terms and conditions carefully.

There have been no reports so far of injuries or major damage from the earthquake, but authorities are monitoring the situation closely and have warned people should remain vigilant.

If you are on holiday in or about to travel to Crete, Kasos or Karpathos, make sure you stay up to date with the latest information.

Crete and its surrounding region are considered one of Europe’s most seismically active zones.

In October 2021, a 6.3 magnitude earthquake shook the island just weeks after another tremor killed one person and injured several others.

Author

  • Daniela Daecher is a twenty-something bookworm and coffee addict with a passion for geeking out over sci fi, tv, movies, and books. In 2013 she completed her BA in English with a specialization in Linguistics. In 2014 she completed her MA in Linguistics, focusing on the relationship between language and communication in written form. She currently lives in Munich, Germany.

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