The organisation is jointly owned by the Swedish state and the tourist business. The council markets Sweden as a tourist destination.

The Borgströms brief was to develop a new strategic communications platform clarifying goals, direction and operations.
    The flag symbol and the name Turistrådet (Tourism Council) were created and a graphics manual produced. The project was presented internally through a series of strategy folders.
    A brochure presenting Sweden was produced in various language versions for tourism operators and travel agencies across the world.
    A number of theme guides were produced, emphasising ‘experiences’, in 15 different languages. The brief also included constructing the Visit Sweden website.

Research shows a high attention value for both the logo and the new concept.
    The effect was reflected in broader tourism interest for other sides of Sweden, including gastronomy, IT, fashion and design.