FAM trip: 2-6 June 2025
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 Uppsala.
It’s your chance to experience Sweden’s unique brand of luxury – and learn how to spot the real deal. Highlights include:
- Admire Sweden's largest architectural masterpiece, Celsius' thermometer and a 16th century Anatomical Theatre
- Become a Viking-for-a-Day
- Visit the King's Mounds of Gamla Uppsala
- Find treasures of the past
- Uncover Old Town charm
- Enjoy a real Viking Dinner
- Take a boat tour to where it all started
- And yes... plenty of time for Fika, the beloved Swedish coffee break.
- And that’s just the beginning...
You will find the full itinerary here:
Itinerary Visit the Original Sweden - Uppsala
How to apply:
If you are a Travel Professional working with customers from our focus markets (United Kingdom, United States, Germany, Austria, Switzerland, Netherlands, Belgium & China) we’d love to hear from you. Just fill out this application form to apply for a spot on our Visit the Original Sweden FAM trip.
Please note that you will be responsible for arranging your own travel arrangements to Scandinavia and transportation within Sweden as mentioned in the itinerary.
Places are limited, so we recommend applying as soon as possible
Together with our regional partners and Travel Trade Managers, we’ll select a small group of international tourism professionals to join the trip. We’ll be in touch with all applicants once the selection process is complete.