It's a clever ploy to promote "Allemansrätt," the nation's constitutionally protected "freedom to roam." The law says everyone has the right to camp, hike, bike, or otherwise access public land at will. The Swedes think it's an awesome idea and they want you to try it out.
Just like any other Airbnb listing, these listings include directions, amenities (natural heating from May-August), and user reviews.
The alluring campaign isn't a paid placement, but rather a convergence of goals. "As the initiative is a pure branding campaign for Sweden as a destination, the partnership is strategic for both parties and no payment has been done from/to either side," Jenny Kaiser, president of Visit Sweden's U.S. office, told Fast Company.
The listings are an attractive offer. Who doesn't want to "eat berries from the ground" and "sleep under the stars"? Plus, sleeping in a Swedish forest might be your only option if you've spent all your money on avocado toast.