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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
Experience the charm of Mid and Southern Sweden
Mid Sweden offers destinations for serene escapes, such as Lake Siljan in Dalarna, or Sigtuna, Sweden’s oldest town.
Head south and wander Ystad’s cobblestone lanes and half‑timbered houses, then follow the shoreline to places like the small fishing village Kåseberga with its remarkable Stone Age formation, ´Ale´s Stones´.
Southern Sweden caters to every taste, whether it’s tasting local produce and cider in Skåne, cycling well‑signed long-distance routes like Kattegattleden or Sydostleden through beaches, villages and open farmland, or diving into cultural history at landmarks such as Lund Cathedral and Glimmingehus, Scandinavia’s best‑preserved medieval stronghold.
Both luxury and affordable options make it easy to shape the trip to your style, from hotels to simple stays and nature‑close accommodation across the region
Photo credit: Jeppe Wikström/mediabank.visitstockholm.com
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.
Plan your journey with Visit Sweden
From world-class attractions to untouched wilderness, Sweden caters to every type of traveller. Access planning tools, from accommodation guides to activity suggestions, to simplify your trip. Whether you seek adventure, culture, or sustainability, Sweden’s rich offerings ensure unforgettable experiences.
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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