FAM trip: 6-10 October 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 Skåne, 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:
- Visit farmshops and beautiful gardens
- Taste locally produced food & beverage
- Explore the Apple Kingdom
- Go Set-Jetting in Kurt Wallanders Ystad
- Stay in the oldest hotel in Sweden
- Enjoy foraging: Luxury of a different nature
- Visit a pioneering vineyard
- Become a lighthouse keeper for the night
- Set foot on Swedens southernmost point
- Expand your horizons in Malmö
- Swedish Fika: as original as it gets
- ...and so much more!
You will find the full itinerary here:Itinerary Visit the Original Sweden - Skåne
How to apply:
If you are a Travel Professional working with customers from our focus markets (Germany, Austria, Switzerland, the Netherlands, Belgium, UK and the USA) 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 Copenhagen. Transportation from Copenhagen and 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.