“A great part of the Swedish diplomacy is to explain Sweden to other countries. We have a substantial Muslim minority in Sweden constituting 5-7 percent of the population,” said the envoy, stressing that Sweden is country of tolerance where all religions are tolerated.

“We want to encourage Saudis to visit and study in Sweden and see for themselves. Not many Saudi tourists visit Sweden, but the numbers are increasing rapidly,” said the ambassador.  There are 170 Saudis studying in Sweden, but more students would be welcome to enter postgraduate and MA programs. Language is not an obstacle, especially for postgraduate and MA students as the language used at this level is English. “Saudi visitors would also be likely to hear Arabic occasionally as 4 percent of the population is Arab,” said Juhlin-Bannfelt.

As Sweden is honored at the fair, the ambassador shed light on literature from his country.

“Swedish children's books are well known throughout the world. Literature is a very important element in the upbringing of children,” said Juhlin-Bannfelt. “Through literature we teach children to become aware and responsible, learn critical thinking and become independent.”

Generally, there are not enough specialized books for children, but in Sweden there is a wide range of focused literature for various age segments. “We have sections in libraries and bookshops for small children, children between 10 and 12, for teenagers and young adults. In schools, we strongly urge kids to go to libraries,” said Juhlin-Bannfelt, pointing out that there are libraries everywhere, even in museums.

The Swedish government subsidizes the publication of books to make them affordable for everyone.

Even the commercial sector recognized the importance of reading by attracting parents through providing books with their services. “For example, a well-known fast food franchise started distributing books with the meals in their restaurants,” said Juhlin-Bannfelt.

Participating in the book fair is publication house Dar Al-Mona, which is specialized in translating Swedish literature into Arabic. “At the national pavilion we have an exposé on all Swedish publishing houses and literary works. We focused on two themes: The children’s books of author Astrid Lindgren and the Nobel Prize of literature,” said the ambassador.

“At the Swedish Embassy, there will be a session where female poets will meet and recite poetry, on the occasion of International Women’s Day on March 8,” said Juhlin-Bannfelt, adding that it is a great opportunity for a meeting of minds.