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This study explores Sweden´s projected destination image by Visit Sweden (Sweden´s Destination Marketing Organization) and the perceived destination image held by young (18-30 years) international non-visitors. It aims to understand how Sweden is marketed as a tourist destination and how it is perceived by potential tourists who have never visited the country. The purpose of the study is to emphasise the importance of aligning projected and perceived images to enhance marketing strategies and effectively attract potential visitors. Destination image is known for being an essential part of destination marketing and branding.While this topic is well researched, it still needs to be continuously evaluated to adapt to today´s rapid changes in technology or society. The idea of exploring potential discrepancies between projected and perceived destination images was inspired by Visit Sweden's concern that Sweden is being misunderstood by people abroad. Their recent campaign, "Welcome to Sweden (not Switzerland)”, stresses the ongoing issue of the mix up between the two countries and aims to clear up Sweden´s image abroad.

The study follows a qualitative approach to capture the subjective nature of perceived and projected images among individuals and DMOs. Two approaches were utilized. By analysing promotional videos from Visit Sweden´s YouTube channel and conducting a qualitative survey of non-visitors´ perceptions of Sweden, the research identifies key themes and images associated with Sweden from both sides. Through an inductive and deductive thematic analysis, the emerging themes and images were categorised under landscape, atmosphere, activities, and culture. Later, the themes were compared to identify similarities and differences between Visit Sweden´s and non-visitors´ destination images of Sweden.

Finally, the findings reveal significant differences in aspects such as climate perception and activities. But also, the natural landscapes and cultural elements show some minor differences. Visit Sweden’s promotional materials mostly highlight Sweden's nature, a wide range of outdoor activities, and a rather mild climate. In contrast, non-visitors frequently perceive Sweden as mostly cold and snowy and have limited images of potential activities. However, there are also noticeable similarities; both perspectives recognize Sweden's natural environment, including its forests, lakes, and the Northern Lights, and activities such as hiking and camping. Moreover, both recognise the Swedish community as a friendly and inclusive society. Getting a better understanding of non-visitors´ perceptions and images of Sweden could benefit Visit Sweden in adapting their strategies and providing more distinguishable ways to promote Sweden and avoid misinterpretations among non-visitors.