We – Sweden and Croatia – are working together in the EU and in NATO for our common security and future, for Diplomacy&Commerce says Anna Boda, Ambassador of Sweden to Croatia. We also talked about business opportunities and cooperation between the two countries. There are some 50 Swedish companies active in Croatia, which employ over 10,000 people.
After almost 2 years in Zagreb representing the Kingdom of Sweden, what would you single out as the most significant changes in the relationship between the two countries, bearing in mind that both countries are now members of the EU and NATO?
Russia’s aggression against Ukraine continues, posing a serious security threat to Ukraine, to Europe and beyond. How this war ends will be formative for European security for generations to come. Sweden is convinced that we need to further increase our support for Ukraine. We need to boost our military defense and take bigger responsibility for our own security, in Sweden as well as in European NATO. We need to increase European competitiveness. These tasks make our partnership and alliance with Croatia even more important. Furthermore, both Sweden and Croatia believe that EU enlargement is a geostrategic investment in peace, democracy, security and prosperity. It is in our interest to support the candidate countries to move closer to the Union, by making the reforms needed.
After the political understanding of common values, the economy is the most important part of the relationship between the two countries. In the Sweden- Croatia relationship, you have the advantage. Do you see changes when we talk about investments, where are they now directed?
Croatia’s strong economic growth, investment-grade credit ratings, and efforts to attract FDI, coupled with Sweden’s continued focus on internationalization and sustainable technology, suggest promising continued cooperation. In essence, the business cooperation between Sweden and Croatia is robust, characterized by established trade, significant Swedish investment, and a proactive approach to fostering new partnerships, particularly in areas of innovation, technology, and green solutions. Key opportunities for collaboration include green transition, where Sweden offers expertise in sustainable innovation and Croatia provides renewable energy potential and EU funding. Digitalization is another promising sector, leveraging Sweden’s advanced digital society and Croatia’s growing IT talent and digital transformation initiatives. Finally, with both countries being NATO Allies, defense industry and security cooperation has significant potential. This strategic alignment promises continued and deeper collaboration across vital sectors.
In addition to the Embassy, there is also an active Swedish Business Club in Zagreb, which gathers and helps businesses to come and develop as successfully as possible. What do the numbers show, how much is the exchange between the two countries, in which areas, where do you see room for improvement?
There are some 50 Swedish companies active in Croatia, they employ over 10,000 people and contribute to bilateral trade, which has reached approximately € 538 million in 2024, with Croatia exporting € 240 million worth and services to Sweden and importing € 298 million from Sweden. Sweden ranks 16th among Croatia’s top foreign investors, having invested more than €780 million since 1993 in a wide range of industries, from wood and furniture to life sciences and health, and from tourism and wine to ICT and engineering. The Swedish Business Club (SBC), launched in 2018 with the Embassy’s support, gathers Swedish companies in Croatia and serves as a platform to connect the firms with each other, deepen local ties, foster innovation, and promote common values—such
as sustainability, equality, and transparency. It is worth mentioning that the Swedish medical-tech firm Elekta signed a €32 million agreement in January 2024 to supply Croatia with 12 linear accelerators, significantly enhancing the cancer care capacity in Croatia. Moreover, Croatian engineering firm Končar as well as the company Dalekovod‑Projekt have secured multi-million euro contracts in Sweden in the past couple of years.
What do the Swedes know about Croatia? What would you recommend to your friends to visit, try here? And what would you recommend to us to visit in Sweden?Swedes know a lot about Croatia. Primarily because approximately 300.000 Swedish tourists visit Croatia every summer, but also because we have significant number of people who emigrated from Croatia to Sweden from the 1960’s for work and in the 1990’s due to the war. Many Swedes know Croatia for its stunning Adriatic coastline, historic cities like Dubrovnik and Split, and its popularity as a summer travel destination. They also recognize Croatia for its strong handball and football teams, as well as its rich cultural heritage and Mediterranean lifestyle. For those visiting Sweden I would recommend the northern part of Sweden where you can enjoy the unique Midnight Sun in the summer or the spectacular Northern Lights during winter. Stockholm offers a mix of urban adventures and centuries-old history, with the archipelago just a boat ride away. Dalarna is the place to go for a traditional Midsummer celebration. Southern Sweden is a popular holiday destination for Swedes. Öland and Gotland offer historical sites, unique nature, and local flavors. Skåne is known for its yellow canola fields and local produce, while Malmö boasts progressive cuisine. The west coast, including Gothenburg and its archipelago, provides seafood, outdoor adventures, and stunning views.
In our region, Sweden is considered as a country of prosperity, where everything works as it should. What would you single out as the most memorable part of Swedish culture and art that leaves the strongest impact on others?
Sweden’s strengths as a country and a society are expressed in many ways– from our business climate and our powers of innovation to the way we approach education, culture and international cooperation. Sweden’s competitiveness is rooted in our strong democracy, individualism and creativity. I would say that a key aspect of Swedish culture and art is its deeprooted commitment to simplicity, functionality, and sustainability. This is especially evident in Swedish design and music. Swedish design, known globally through brands like IKEA, H&M and iconic designers like Bruno Mathsson or Greta Magnusson Grossman, blends minimalism with practicality in a way that resonates with people. It is generally appreciated for its clean lines, human-centered thinking and harmony with nature.
In music, Sweden’s global influence is exceptional for a country of our size. From ABBA to modern pop producers like Max Martin and Eurovision song contestants, Swedish music consistently shapes international soundscapes. Innovation and education are something that seems quite important to you as a country.
What is the importance of innovation and education in everyday life and what would you advise young people and others when we talk about it?
I think it’s worth recalling that in 1870 we were one of the poorest countries in Europe. 100 years later we are one of the richest. Ever since, we have known that everything is possible. It requires hard work and openness to change. It demands the ability to see that challenges can also mean opportunities to become more innovative, more entrepreneurial and more efficient. We have learnt that new technology can provide a new chance – not a threat – especially with access to reskilling and upskilling of the labor force. Competitiveness and a growing economy have always been critical for the success of the Swedish Model. At the basis of this, four factors have been decisive for Sweden’s innovation success. First, education for all – not for the few. Second, making the most of technology transformations such as industrialization, electrification and digitalisation. Third, deregulation, free markets and free trade – we don’t believe in tariffs, not even those that would protect our businesses. And last but not least: understanding that to build great and growing companies you need to be able to compete globally. This is how innovation became a national virtue. This always stems out of people, another supporting factor is that Sweden’s collective R&D spending amounts to more than 3.5 percent of GDP, most of it from the private sector. As you can tell, we have a deep-rooted belief in the power of education and research, and in public-private partnerships
You recently celebrated your National Day in Zagreb. How do Swedes celebrate that Day at home and other similar holidays?
Swedes celebrate our National Day on June 6 with a mix of official ceremonies and relaxed community events. The date, 6 June, stems from two important events in the history of Sweden: Gustav Vasa was elected king on 6 June 1523, which laid the foundation for Sweden as an independent state, and Sweden adopted a constitution on 6 June 1809 which laid the foundation of our modern democratic state, through a division of power. Some Swedes also say that Midsummer – the longest day and shortest night of the year –is actually our informal National day celebration, which is surrounded by even more traditions as we are so dependent on the light and its impact on our well-being, agriculture, social lives etc.