FAM trip: 14-19 September 2025
Most luxury brands have issues with replicas, or dupes. And this is true not only for luxury handbags, but for destinations, too. Sweden offers modern-day luxuries like tranquility, privacy, space and freedom. The luxurious four seasons? We have them all.
Some of the luxuries that make our country unique and definitely worth visiting are our free blue gems, exclusive islands, four-season stays, we’re open 24/7, private chauffeurs, we’re living the dream, our luxurious roots and timeless treasures.
It's only natural that the rest of the world wants to use our name and piggyback on our brand. And they are. Did you know that there are eight places in the world called Sweden? Check out our campaign Visit the Original Sweden.
During this Visit the Original Sweden FAM trip to Kiruna and the Heart of Lapland, we’ll teach you how to distinguish the original from the dupes and you will experience how Sweden is a destination with luxury of a different nature.
Some highlights we are planning for you:
- Hike in the Abiskojåkkas canyon
- Enjoy some Aurora Spa
- Make a culinary journey through the Lapland pantry
- Learn how to move a whole city....
- Experience sustainable eco tourism
- Cross the Arctic Circle
- Meet the locals, including horses & huskies
- Make your own kuksa (Sami cup) and bake your own bread
- Fika, the beloved Swedish coffee break.
- ... and so much more!
You will find the full itinerary here:
Itinerary Visit the Original Sweden - Kiruna & the Heart of Lapland
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) and are interested in participating in this FAM trip, you can apply by filling out this application form.
Please note that you will be responsible for arranging your own travel arrangements to Sweden. Transportation within Sweden as mentioned in the itinerary.
Apply as soon as possible as availability is limited.
Together with the participating region/destination and our Travel Trade Managers, we will select a small international group of Tourism Professionals that will be able to participate in this FAM trip. We will inform all applicants as soon as this selection has been made.