Visit the Original Sweden - Gothenburg (focus UK market)

Luxury brands often battle with copycats – and it’s not just handbags we’re talking about. Destinations have dupes too. But Sweden? We’re the original.

Here, luxury looks a little different. Think: tranquillity, space, privacy and freedom. Real modern-day luxuries. Add in all four glorious seasons, islands so exclusive they barely make the map, crystal-clear lakes, and a way of life rooted in calm and connection, and you’ve got something truly special.

We know others want a piece of it – literally. Did you know there are eight places in the world named Sweden? That’s why we launched our campaign: Visit the Original Sweden.

And now we’re inviting you to do just that.

Join us on the Visit the Original Sweden FAM trip to Gothenburg

It’s your chance to experience Sweden’s unique brand of luxury – and learn how to spot the real deal. Highlights include:

• Discovering Gothenburg, officially the world’s most sustainable city
• Tucking into local flavours at the city’s most iconic restaurants
• Soaking up the views from Northern Europe’s tallest building
• Exploring new and reimagined venues, attractions and places to stay
• Catching the archipelago vibe on a stunning island escape
• Kayaking adventures in tranquil waters
• Fresh seafood, straight from the sea to your plate
• And of course, Swedish fika – the most original pause of all

And that’s just the beginning...

Read the full itinerary here:
Itinerary Visit the Original Sweden - Gothenburg