It seems there was little confusion in the Lonely Planet offices when it came to laying out the latest Pocket Stockholm guide.
The cover doesn’t feature any of the capitals iconic spots such as City Hall or Gamla Stan (the Old Town), rather there’s a lovely river and majestic cathedral on display. The snap is actually of Uppsala, a university city situated around 40 minutes by train from Stockholm.
The mix-up resulted in plenty of ridicule on social media last week.
“I think the right interpretation here is that Uppsala is Sweden’s real capital,” read one tweet. “Nice picture from the far suburbs,” read another.
Bra jobbat Lonely Planet. pic.twitter.com/4iu4xWbxSk
— Bertil Enstöring d.y (@seulcontretou5) May 23, 2015
On Monday the company tweeted The Local to say that a “genuine error” had been made and that it had already begin reprinting the guide with a different more representative picture.
Lonely Planet, founded 40 years ago, has sold 120 million guidebooks. On its home page, the company says: “If you read something written by a Lonely Planet author, you can guarantee they've been there, had a look for themselves and are telling you what they really think. It's trusted advice from a trusted source.”
@TheLocalSweden a genuine error by us during the image research. We're on the case and have begun reprinting already with a correct image.
— Lonely Planet (@lonelyplanet) June 1, 2015