FAM trip: 27-31 August 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 Värmland, 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:
- Bike & Hike around Lake Vänern and its archipelago
- Taste locally produced food & beverage
- Stay in cozy manor houses and feel the wings of history
- Visit the place where the Original Wasa Knäckebröd is being made
- Stroll in the footsteps of Selma Lagerlöf at Mårbacka
- Take a bike ride on Unionsleden
- Find out what 200.000 visitors do in Karlstad every year
- Enjoy Swedish Fika: as original as it gets
- ...and so much more!
You will find the full itinerary here: Itinerary Visit the Original Sweden - Värmland
How to apply:
If you are a Travel Professional working with customers from our focus markets (Germany, Austria, Switzerland, the Netherlands, Belgium, France and UK) 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.