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Sweden welcomes travellers to a nation where culture, innovation and nature coexist both in urban and rural spaces. The country continues to find new ways to tell stories, from Gothenburg’s World of Volvo, which opened in April 2024 to Gävle’s Swedish Railway Museum, which reopened following extensive renovations.
Candelas electric hydrofoil ferry Nova, which glides commuters between Ekerö and City Hall in about 30 minutes, demonstrates what sustainable transportation can look like for everyday life on the water in Stockholm.
With its mountains, valley trails, and the expansive presence of Lake Tornetěsk, Abisko National Park offers hiking that transports you to the north as soon as you leave the city.
Sweden has a subtle talent for making a trip unforgettable, whether you come for exhibitions or breathtaking scenery – a destination of a different nature.
Photo credits: Henrik Trygg/imagebank.sweden.se
Explore Northern Sweden's Wild Beauty
The landscape of Northern Sweden is characterised by unadulterated nature. Travellers seeking tranquillity and, in Abisko, some of the most consistent Northern Lights conditions in the world are drawn north by the horizon’s lakes, forests, and mountain ranges.
While neighbouring Kiruna reveals a city in transition where modern design blends with long-standing traditions, Jukkasávvi’s Icehotel, rebuilt annually from the ice of the Torne River, offers a brief Arctic experience in the winter, in contrast to its permanent Icehotel 365.
Through activities like dog sledding, snowmobiling, and Sámi-led cultural encounters, visitors are allowed to move through the landscape, honouring Sweden’s Indigenous heritage and connecting with its northern soul
www.nutti.se / Photo credits: Asaf Kliger/imagebank.sweden.se
Sweden: A Hub for Purposeful and Sustainable Travel
Sweden makes it easy to travel with care, offering fossil-free transport and nature-first experiences that help protect the landscapes you come to see. Explore summer’s cooler climates or participate in purposeful travel experiences like conservation tours or outdoor adventures. Use Image Bank Sweden to access visual content showcasing these initiatives for travellers and industry professionals alike.
Photo credits: Apelöga/imagebank.sweden.se
Why Sweden Stands Out as an LGBTQ+ Destination
Sweden welcomes everyone. Known for its inclusivity, it remains one of Europe’s top LGBTQ+ friendly destinations. From pride festivals to vibrant cities, Sweden offers safe and celebratory experiences for all travellers. Plan your visit around major events or simply explore destinations that embrace diversity, respect, and community.
Resources for Travel Professionals
Sweden actively supports travel professionals through resources like workshops and webinars. Sign up for the Swedish Workshop in the UK or online, where tourism representatives showcase Sweden’s latest offerings. Engage with destination videos, galleries, and detailed itineraries to elevate your clients’ experiences. Connect with Visit Sweden for direct tourism contact details and updates on events.
Destination videos
Sweden (not Switzerland)
Visit Sweden – A destination of a different nature
We are shaping the new era of purposeful travel
Destination galleries
What’s going on in Sweden…
Destination contact details
Sweden House, 5 Upper Montagu Street, W1H 2AG, London, United Kingdom
Tel+44 (0)7970 670 098
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Emailinfo@visitsweden.com
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