Relevantly, Business Insider also notes that it is not typically possible for countries to trademark their names, unless they are considered a “destination” and, thus, a brand. In effect, Sweden’s tourism bureau is trying to codify and protect the commercial value of its homeland.

But what about ensuring that vacationers actually make it to the destination they'd planned to visit? In this case, Sweden. Indeed, instead of seeing the famous northern lights in the Scandinavian kingdom, this kind of travel mix-up could see you flying to ...

A recent Swedish survey reveals that 11% of Americans have admitted to inadvertently traveling to the wrong place due to the same or similar names.