Stockholm, 30 014 islands of possibilities.
Our ongoing international brand campaign is inspired by Stockholm's unique geography. A capital built on islands, where city and nature meet in a natural and intimate way to shape the city's rhythm.
Photo: Henrik TryggIslands, water and city – the foundation of Stockholm's strength
Stockholm is a capital built on islands—from 14 islands in the inner city to an archipelago of over 30,000 islands surrounding the city. This geography is more than a symbol of identity. It shapes the city's rhythm and creates unique conditions for quality of life in everyday existence.
The campaign narrative draws on several established initiatives and insights showing how this logic works in practice. Among other things, Stockholm is the first city in the world to systematically measure the well-being of its residents through the Stockholm Wellbeing Index, underlining the city's long-term view of quality of life as a strategic development factor and a point of attraction. The Wellbeing Index was developed by the Centre for Wellbeing, Welfare and Happiness at the Stockholm School of Economics and is a joint initiative for continued competitiveness.
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Photo: Stockholm Business RegionCampaign film
The campaign "Stockholm: 30,014 islands of possibilities" shows how everyday moments turn into new opportunities when city, nature and people meet. The film is shown in both shorter and longer versions across international channels, focusing on markets such as Germany, the UK, the US and Italy.
Islands of possibilities
The campaign takes its starting point in the Stockholm archipelago and shows how close nature experiences and recovery always are in the city's immediate vicinity. A concrete example is the newly established hiking trail, the Stockholm Archipelago Trail, which has gained significant international attention and was named by Time magazine as one of "The World's Greatest Places 2025".
That these conditions are also translated into concrete innovative power is confirmed internationally. According to the EU Regional Innovation Scoreboard 2025, the Stockholm region is ranked as Europas mest innovativa region.
Together, these perspectives form the background on which the campaign rests and explain why Stockholm's unique DNA creates long-term international attractiveness.
The positioning work for Stockholm takes place in parallel with Visit Sweden's global communication regarding Sweden and islands, thereby strengthening the image of both Stockholm and the country internationally. Read more at Visit Sweden
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Stockholm – a world-class city
According to city strategist Dr Tim Moonen at The Business of Cities, Stockholm belongs to an exclusive cluster of cities performing at a world-class level across several key areas. At the same time, Stockholm's offering must be clear and stand out in a global competition where many cities highlight similar values.