This essay started with a describing of Vision2020 that aims to get incoming tourism doubled and to make global travellers choose Sweden as their destination at the first place. Furthermore, we discuss those 12 priority markets that a Swedish leading communications company in the tourism Visit Sweden puts effort and promotes. Poland was not on the list of the selected countries. With our research we aim to show that the Polish market has potential. Compelling factors point to that Sweden and Poland are neighbour countries with good transport connections and, not least, that the countries have long historical relationships with each other. The latest statistics show that many Polish tourists stay in Sweden over the night. All these factors suggest that there should be concrete action from the Swedish side to venture upon the Polish market, but there is not. We think it would be exciting to research it and we have chosen to study Stockholm attractions in aim to see how they are customized to take in guests from Poland.

We made some qualitative interviews with people in the industry. We interviewed a representative from one Polish tourist agency and a representative from Visit Sweden, we also made some email interviews with Stockholm's attractions. By making use of the Theories of Tourism Cooperative Organization, Network and Functional Tourism System, we see clearly that there is neither customization nor corrective action to improve the Polish segment. What we can assert from our study is that tourist companies cooperate in promotional activities with VisitSweden and that a sole tourist organisation can not do much by its own to attract more Polish tourists to visit Sweden.