The Swedish Hotel and Restaurant Association (Sveriges Hotell- och Restaurangföretagare, SHR), the employers' organization for hospitality and restaurants in Sweden, changed its name to Visita last Monday, April 23. The name was obviously inspired by the word "visit", which has positive connotations in both Swedish and English.
The corporate identity was developed by a Swedish design agency called Innovaform. In an interim period, the name will be flanked by the clarifier "Swedish Hospitality Industry" (or its Swedish equivalent).
The namechange was announced back in September last year.
Visita press release (archive)
Press release September