Photo : Henrik Trygg/Visit Sweden

FAM trips

Visit Sweden regularly organises familiarisation trips (FAM trips) for eligible travel advisors and tour operators. Together with our regional tourist boards and Swedish destinations we believe FAM trips are the perfect way to learn more about Sweden and our products and to use this knowledge to create new and interesting Sweden travel packages that can be sold through travel trade channels.

As part of Visit Sweden's international marketing campaign "Welcome to Sweden - not Switzerland" which was launched in October 2023, we want to show that Sweden - with our swedish gold, our sandbanks, our rooftops, our northern lights, our silence and our contemporary fashion - offers luxury of a different nature. Please have a look at the FAM trips below and check the conditions with regards to markets and other prerequisites for each FAM trip to see which FAM trip might suit you or your colleagues.

FAM trip participant profile

  • You are a senior travel industry professional with direct purchasing and 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.
  • You are already doing travel trade business in and/or plan to expand to Sweden.
  • You have an annual budget of secured spend across various categories (air, hotel, transportation etc).
  • You are attending this FAM trip to develop new business with the Swedish travel industry.

    If you do not find a suitable FAM trip for you or your staff just yet, but are interested in future FAM trips, please make sure to sign sign (your staff) up for our newsletter and stay tuned. In the meanwhile please feel free to get inspired by the itineraries of past FAM trips, which include great tips and contacts.

Luxury of a different nature - By rail from Dalarna to the Wilderness Route

Regions: Dalarna - Inlandsbanan - Jämtland Härjedalen
Countries: DACH markets, Benelux and UK
Participants: 6
Dates: 20 - 25 August 2024

Luxury of a different nature - Stockholm Archipelago in September

Region: Stockholm Archipelago
Countries: High End Tour operators from UK, DACH, USA and Benelux
Participants: 10
Dates: 8-11 September 2024

Luxury of a different nature - Rail & Hike in West Sweden

Region: West Sweden
Countries: Tour Operators from UK, DACH, France and Benelux
Participants: 6
Dates: 23 - 26 September 2024
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  • Luxury of a different nature - Golden season in Kiruna area in Swedish Lapland (waiting list)

    Region: Kiruna Region/ Swedish Lapland

  • Luxury of a different nature - Stockholm & Swedish Lapland (US only - waiting list)

    Region: Stockholm & Swedish Lapland