The destination companies in Västerås, Karlstad, Linköping, Norrköping and Örebro will take turns posting about their own destination in their social media, with sponsored ones calling for visits to the neighbors.

According to a press release, other efforts are also being discussed within the collaboration.

"Perhaps a campaign that aims to inspire our own residents to travel away may seem controversial, but in new times new solutions are born and we enter into this with the ambition of a successful and long-term cooperation," says Sofie Lidholm, Head of Development at Västerås Market and business.