Sign up today for the Swedish Workshop 2026 Kiruna
It is with great joy and anticipation that we look forward to welcoming you on 21–22 April in Kiruna, Swedish Lapland. Read more about it and register today!
Photo : Asaf Kliger
Travel TradeSweden for Travel Professionals
Welcome
Whether you’re a tour operator selling the Nordic region or a Destination Management Company working with partners across Scandinavia, this is your hub for everything you need to promote Sweden.
Here you’ll find inspiration, practical tools, and up‑to‑date resources to help you create and strengthen your Sweden offering. If you already package trips to Sweden, or are just getting to know the destination, we’re here to support you every step of the way.
What's new?
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Join Visit Sweden's newly announced FAM trip: Dalarna - Winter 2026
FAM trip: 23-27 March 2026. Discover a place where nature is ever‑present: in the cities, in innovation, and in the minds of its people.
Planning a package to Sweden? Use our map to find a local partner
International tour operators and other travel professionals can find regional contacts, DMCs and destination partners to help them plan and develop packages.
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News from Sweden
From special events and new places to stay, to standout restaurants and ideas for your next cultural or active outing, you’ll find it all here.
FAM trips
Visit Sweden regularly organises familiarisation trips (FAM trips) for eligible travel advisors and tour operators.
Travel Trade newsletter
Sign up to receive our latest news, tips and inspiration for tours to Sweden.
Practical information
We have put together a few articles with some useful information for you and your clients about Sweden.
Why Sweden?
Learn more about Sweden and why it is such a great country to visit.
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Swedish culture & lifestyle
Swedish lifestyle blends modern creativity with cherished traditions, creating a calm, welcoming rhythm of life. One of the most beloved rituals is fika, where everyone can pause, connect and enjoy the moment.
Swedish nature
Sweden offers vast forests, open coastlines, and peaceful wilderness that inspire adventure and reflection. Whether chasing the Northern Lights or enjoying quiet moments outdoors, visitors find their own sense of wonder here.
Swedish traditions
Swedish traditions invite visitors to experience celebrations shaped by nature, seasons, and community. From joyful midsummer gatherings to winter festivities, these cultural moments create memories worth travelling for.
Food and drinks
Swedish food and drink blend innovation with deep respect for nature’s flavours. Fresh, local ingredients inspire everything from comforting classics to modern dishes that offer visitors a taste of creativity and care.
Travel trade toolkit
Shortcuts to resources if you are ready to start promoting Sweden as a destination
