Travel Trade
Visit Sweden Logotype
Travel Trade

Photo : Asaf Kliger

Travel Trade
Sweden for Travel Professionals

Promoting Sweden

Welcome to our Travel Trade website. No matter whether you are a tour operator working with the Nordic countries or a Destination Management Company working with tour operators and travel agencies in Scandinavia, you will find everything you need to promote Sweden as a destination to your customers. If you package trips to Sweden, or want to know more about the destination, we're here to help.

WHATS NEW

Navigate between articles by using the tab key

  • Welcome to 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!

  • Find a local partner with our practical map tool

    Check on the map of Sweden where you need help with your tours and get in touch travel trade contacts across the country. Start exploring here ->

What's on?

Navigate between articles by using the tab key

  • 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.
Navigate between articles by using the tab key

  • Swedish culture & lifestyle

    Today’s Swedish lifestyle is modern, progressive and effortlessly cool—yet deeply rooted in traditions we love to share. One of the sweetest? Fika.

  • Swedish Nature

    Sweden is a nature-lover’s dream come true. Whether your clients are looking for big landscapes and bigger adventures, or simply want to pause and take it all in under the Northern Lights, they’ll find their own version of magic here.

  • Swedish Traditions

    Celebrate the Swedish way – traditions worth travelling for

  • Food and Drinks

    Food and beverage are at the heart of Swedish life, blending tradition with innovation, indulgence, integrity, and a strong connection to nature. Local ingredients are transformed into dishes that are sure to delight every visitor.

The Travel Trade toolkit

Shortcuts to resources if you are ready to start promoting Sweden as a destination

Sweden Images

Are you presenting Sweden abroad and need images? Visit our official Sweden Image Bank with images and videos to use when promoting Sweden as a destination.

Help with new travel packages to Sweden

Do you already have some thoughts about new Sweden travel packages, but do you want some help finding the right destinations and contacts? We are more than happy to help out! Just fill out this form so we have the details we need to help you get in touch with possible partners in Sweden.

Contacts in Sweden

Here you will find valuable Travel Trade contacts of various Swedish partners (regions, destinations and DMCs)

Find on the map

Check out our interactive Sweden map to find inspiration for new tours.