Communication materials Sweden

NEW! Toolkit: "Travel with both hands" - Experience Sweden hands-on

Travel today is often shaped by constant availability, digital distractions, and the habit of capturing every moment online. At the same time, a clear countertrend is emerging: more and more travelers are consciously seeking authentic, slower-paced experiences where they move from passive observation to active participation.

For tour operators, Sweden offers a wide range of ideas throughout the year for incorporating these kinds of activities into travel programs—activities that encourage guests to consciously “slow down.” In addition to baking cinnamon buns, dog sledding, relaxing canoe tours, and painting their own Dala horse, there are many experiences in which guests can actively take part “with both hands,” learn more about Sweden, and pick up new skills along the way.

What does this mean in concrete terms for itinerary planning?

Sweden offers ideal conditions to meet exactly this demand—especially through experiences that combine nature, culture, and hands-on participation. Examples of activities that can be integrated into travel programs include:

• berry and mushroom picking with local guides
• a cinnamon bun baking class followed by fika
• guided kayak and canoe tours through peaceful lake, river, and archipelago landscapes
• workshops in traditional crafts such as glassblowing or wood carving
• a guaranteed one-of-a-kind souvenir: painting your own Dala horse
• outdoor cooking classes using ingredients gathered from forests and fields

These formats not only help differentiate your portfolio, but also directly address the needs of modern target groups: slowing down, meaningful experiences, and personal development.

For you as a tour operator, this represents a clear opportunity: programs that promote mindful offline moments and active participation not only increase customer satisfaction, but also strengthen the emotional connection to both your company and the destination of Sweden.

Do you already offer experiences like these to your guests? Then feel free to make use of our wide range of materials to promote exactly these special travel offers to Sweden:

• Press release in English, French, German, Dutch & Swedish
• Link to the Visit Sweden B2C sites in English, French, German & Dutch on the topic, with further examples
• image selection featuring example experiences in Sweden
• dedicated photo and video material for “Travel with Both Hands” (Photo Credit: Visit Sweden)
• discover more examples on our Visit Sweden FAM trips

Sweden – a destination of a different nature!