The Chinese outbound tourism is expected to boost within a near future. Recently the market has been very closed due to legislation but as China develops and people are getting richer the demand for travelling abroad increases and the government has to let go of the regulations.

In order for the Swedish tourism industry to benefit from the growing market, Sweden has to increase the awareness of the nation as a destination among the Chinese.

Through qualitative research we aim investigate how Sweden through nation branding and marketing can increase its share of the Chinese outbound tourism.

Except for nation branding a variety of marketing and branding tools are available. Two significant concepts are tourism marketing and destination branding. By utilizing all these different tools or concepts Sweden can raise the awareness of the nation as a possible tourism destination for Chinese outbound tourism. In order to create a comprehensive picture of the market we have also researched the general background of China and the nature of Chinese tourism.

VisitSweden and the Swedish Institute are two organizations already working with these concepts and other similar strategies and are herefore a natural part of this study. Scandinavian Perspectives and Miki Travel are two major travel agencies bringing Chinese tourists to Sweden and therefore possess great knowledge of the areas of interest. Therefore representatives from these organisations are involved in the empirical findings.

In order to get the whole picture Chinese citizens and Chinese students are interviewed about their perception of Sweden and tourism preferences.

The main conclusion of the thesis is that the different actors need to cooperate more and promote certain aspects of Sweden, for example Culture. Even a few obstacles that should be alleviated are identified.