FAM trips

Join us on a journey to the Original Sweden — FAM trips 2025

Visit Sweden regularly hosts familiarisation trips (FAM trips) for eligible travel advisors and tour operators. We work closely with our regional partners and local destinations to create immersive, hands-on experiences that help you get to know Sweden — and all the amazing products you can offer your clients.

In 2025, our FAM trips follow the theme of our international campaign Visit the Original Sweden, launched in late 2024. What’s that all about? Well — while there may be eight “dupes” of Sweden out there, there’s only one original. And we’d love to show it to you.

How to spot the Original Sweden?

Think of it as quiet luxury, wrapped in nature, culture and curiosity. Here's just a taste:

• Free blue gems – Not sapphires, but wild blueberries! Pick them in forest glades or forage seaweed by the salty shores of the west coast.
• Exclusive islands – Our archipelagos are pristine, peaceful and delightfully crowd-free.
• Four-seasons” accommodations, Swedish style – Spend the night in unique hotels - made of ice, floating on water, perched in the trees, or sharing the forest with wolves and other wildlife.
• Open 24/7 – Sweden is one of the most welcoming and progressive places on Earth. Come as you are. Love who you love.
• Private chauffeurs – Try dogsledding or snowmobiling through Arctic landscapes in Swedish Lapland.
• Timeless treasures – Wander through UNESCO World Heritage Sites like medieval Visby or experience the ancient spirit of Laponia.

These trips are designed to inspire new, exciting travel packages and partnerships — and help you bring the real Sweden to your clients.

Who can join a FAM trip?

To get the most from these trips, we welcome travel industry professionals who:

• Work in the leisure travel trade (FIT or groups) and have purchasing or contracting authority within a company buying and packaging tourism services and selling them primarily in the market/s specified for this FAM trip, either directly or indirectly to the public
• Are currently promoting Sweden, or planning to
• Hold a confirmed annual budget across travel service categories (air, hotel, transportation etc)
• Aim to develop new business with the Swedish travel industry

Nothing that suits you just now?

If you don’t spot a suitable trip at the moment, don’t worry — there’s more to come. Sign yourself (or your team) up for our newsletter to hear about new FAM opportunities as they’re announced. In the meantime, explore past FAM itineraries for ideas, inspiration and useful contacts.