The Swedish Number was a tourism campaign that included a phone number to call Swedes that volunteered to participate, by the Swedish Tourist Association, Intelcom, INGO Stockholm [sv] and the Swedish Institute.

[1] On April 6, 2016,[2][3] the Swedish Tourist Association along with Intelcom, INGO Stockholm, and the Swedish Institute released the campaign.

[4] The campaign was released on the 250th anniversary of the removal of censorship in Sweden.

[16] The mission statement of the campaign was to create more interest to Sweden, to "connect people in troubled times,"[17] and to recruit more people to work in the tourism association.

[15][12][11] One year after the campaign started, UNICEF, and Forsman & Bodenfors created a spinoff named "The Syrian Number," in reaction to the popularity of the campaign, and the effects of the Syrian civil war.