As quirky destination marketing campaigns go, this latest one from Sweden is up there.
The Swedish Tourist Association has created a dedicated phone number - 'The Swedish Number' - for potential visitors to call and connect with a random Swede.
The idea is for visitors to talk to locals about anything from polar bears to meatballs and the Northern Lights.
The destination marketing organisation wants people to be able to get a feel for the culture and mindset of the local folk.
To facilitate the campaign, a cloud-based contact centre for 24/7 incoming calls has been created, which randomly calls one of the ambassadors.
According to the website, most calls are currently coming from Turkey, followed by the US and UK and the line has received almost 3,000 calls since April 6.
It's not the first time Sweden has let its residents do the talking with a campaign, with mixed results, letting locals loose on the @Sweden Twitter handle back in 2012.
Interesting to note that Visit Brussels ran a #callbrussels campaign in January to let potential visitors get a feel for the city amid media reports of a lockdown.
Here's a clip to explain more: