Eric Holmer (left) and his family from Madison, Wisconsin. (Download)
Holmer was the only American selected as one of the campaign’s five island custodians. The international initiative invited travelers from around the world to apply for the chance to experience one of five secluded Swedish islands for a year.
His island, Skötbådan, is a tiny granite outpost in the northern Stockholm Archipelago, surrounded by the open waters of the Baltic Sea near the historic island of Arholma. Stretching only a few hundred feet across, the island once served as an anchoring point for herring nets during Sweden’s fishing era. Today it is defined by smooth cliffs, seabirds, and uninterrupted Nordic horizons.
Holmer, who has Swedish roots, is planning to travel to Sweden later this summer with his family to experience the country’s islands and reconnect with a part of his family heritage.
“It feels truly special to receive this honor, especially because of the history behind our Swedish surname. Tusen tack!” says Eric Holmer.
The initiative was launched by Visit Sweden earlier this year in response to growing global interest in quieter, nature-based travel experiences and alternatives to increasingly crowded tourist destinations.
“The response from around the world shows how strongly people are craving nature, quiet, and a different pace of travel,” says Susanne Andersson, CEO of Visit Sweden. “With Your Swedish Island, we wanted to highlight a side of Sweden that feels increasingly valuable today — open space, simplicity, and the freedom to experience nature responsibly.”
The remaining winners came from Canada, Germany, the Netherlands, and Switzerland.
Unlike private island ownership, the initiative is based on Sweden’s Right of Public Access, Allemansrätten, which allows everyone to responsibly enjoy nature while protecting it for others.
Developed together with the National Property Board of Sweden (SFV), the campaign was designed to showcase a different side of Swedish travel: remote yet accessible places where travelers can disconnect without disconnecting entirely from local culture and community life.
Additional resources
Your Swedish Island campaign:
https://visitsweden.com/your-swedish-island/
More about the initiative:
https://press.visitsweden.com/2026-02-17-With-most-islands-in-the-world,-Sweden-offers-five-to-travelers
Winning videos and press images of U.S. winner Eric Holmer:
https://visitsweden.qbank.se/mb/?h=fa1de3e9737536ddb5273edd8499763d&p=dccda36951e6721097a93eae5c593859&fid=1246
Your Swedish Island press imagery and video:
https://visitsweden.qbank.se/mb/?h=23421d8b052e56210909cac5f7e2cbae&p=dccda36951e6721097a93eae5c593859&fid=1112
Select Sweden destination images:
https://imagebank.sweden.se/my-selections/1sm7pdd6cs
For interview requests and additional press information:
Josefin Haraldsson
PR Manager USA, Visit Sweden
pressusa@visitsweden.com
About Visit Sweden:
Visit Sweden is a marketing company owned by the Swedish government. It acts as the national tourism organisation to promote the destination of Sweden, increasing the country's attractiveness to contribute to tourism consumption and employment. Visit Sweden works with the Swedish tourism industry to reach target groups seeking long-term sustainable tourism. visitsweden.com