Sweden used to have one of the strongest, TOP-5 country brands in the world: nice, reliable, trustworthy, efficient. To build those country brands takes years and decades. To undo a country brand takes no more than a few weeks or a couple of months, as brand "Sweden" has found out the hard way. That's a billion dollars economic bye-bye there.
Here in neighbouring Finland, the Finnish summer is bright and short, and fraught with all kinds of dangers big and small: vipers, ticks, deer flies, bears -- and Swedes.
Headline of leading local Finnish newspaper the day before yesterday:
Bottlenose dolphins sighted off Finnish coast for first time in nearly 70 years
Headline of the same paper yesterday
:
Swedes spotted in Finnish archipelago
Several cars with Swedish license plates. Be careful, folks, and stay safe!
I wish I was kidding.
There's been talk about a Nordic travel bubble, or perhaps even Nordic-Baltic travel bubble for the coming summer, as the countries have all managed to press down those Covid-19 infections. Denmark says it could re-open its borders to Germany and Norway, but not to Sweden. Norway says it could consider re-opening its borders to Denmark and Finland, but not to Sweden. When asked about the possibility of recontinuing cruises between Helsinki, FI, and Stockholm, SE, Helsinki residents
response is uniform: "But who'd want to go to Sweden!? And Swedes are not welcome to Finland."
Meanwhile, the Swedish Foreign Minister Ann Linde is boohooing that the poor Swedes are being treated unfairly by their mean Nordic neighbours...
Sweden says exclusion from Nordic travel zone would be 'political'
Yes, FM Linde, it
is political. Finland's, pop. 5.5 million, COVID-19 policies have led to 312 deaths. Sweden's, pop. 10.3 million, COVID-19 policies have led to 4,029 and counting deaths, which is 3,400 excess deaths when compared to Finland. So no, it's not a "complicated issue" and no, Sweden's COVID-19 strategy is not "the best in the world," no matter how many times the Swedish health agency repeats the ridiculous claim in pompous Trumpian fashion.