FAM trip: 18-24 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 Stockholm, Stockholm Archipelago and Swedish 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:
- enjoy a relaxing SPA experience in the heart of the Stockholm archipelago
- discover some of Stockholms marvellous restaurants and boutique hotels
- explore unique museums
- stay and taste at fantastic places in the city
- up in the North we experience some exclusive arctic retreats and activities
- enjoy a lunch outdoors
- learn how to fish
- relax at a exclusive sauna ritual
- hunt for the Northern lights
- try Swedish Fika
- ...and so much more!
You will find the full itinerary here:
Itinerary Visit the Original Sweden - Stockholm and Swedish Lapland
How to apply:
This Visit the Original Sweden FAM trip is offered for travel professionals, from companies with a target group in the US market focusing on the high-end FIT segment and able to provide an IATA number.
If you are interested in participating in this FAM trip, you can apply by filling out this application form.
The FAM trip covers all activities as mentioned in the program, including accommodation, all meals and non alcoholic beverages. The FAM trip also covers flights from/to New York.
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.