Why Sweden?

Let’s start with a brief introduction.

Sweden is vast, diverse, and full of experiences waiting to be discovered. To truly experience all that Sweden has to offer, we recommend a balance of both city and nature-based activities. The mix of modern urban life and expansive landscapes will allow your clients to see the best of both worlds.

A few key facts:

• Population – Approximately 10 million
• People – Sweden is a welcoming, open place where diversity is celebrated. While Swedish is the predominant culture, the indigenous Sami culture thrives in the north (they live in Northern Sweden, Norway, Finland and Russia), offering visitors a chance to experience a different way of life.
• Cultural Tip – Swedes value punctuality and tend to be reserved at first, but don’t worry – once you’ve shared a “snaps” or two, the conversation flows easily.
• Nature – With a deep connection to nature, Swedes enjoy exploring forests, coasts, and landscapes, all while embracing the "Allemansrätten" – the freedom to roam principle.
• Language – More than 90% of Swedes are fluent in English, so communication is easy. But, learning a few Swedish phrases can go a long way:
  • Hej (pronounced Hay) – Hello
  • Tack – Thank you
  • Hej Då (pronounced Hay Daw) – Goodbye

Get to know Sweden – a land of variety and contrast

Sweden isn’t just the largest of the Nordic countries—it’s also right at the heart of this dynamic region, bordered by Norway, Finland and connected to Denmark by bridge. Think: long coastlines, wild archipelagos, deep forests, glistening lakes, and mountain views that will stop you in your tracks. And yes—some parts of Sweden sit above the Arctic Circle. That means bucket-list experiences like the Midnight Sun and Northern Lights are very much in play.

With a total area of 528,447 km², Sweden is the third largest country in the EU—but with only around 10 million residents, there’s plenty of room to breathe. For a good sense of place, take a look at this overview map. If you're after a bit of inspiration—where to go, stay, eat, or just soak it all in—we’ve got another interactive map of Sweden ready for you.

A quick word on the seasons

Sweden gets all four—and we make the most of them!

• Winter (Nov–Feb): Snowy adventures, frozen lakes, and starry skies.
• Spring (Mar–May): Lighter days, budding forests, and fika outdoors.
• Summer (Jun–Aug): Warm days, endless sunlight, and archipelago escapes.
• Autumn (Sep–Oct): Forests glow golden, mushrooms appear, and lakes turn mirror-still.

In the north, winters can hang around a little longer, but the flip side? Crisp snow, Northern Lights and proper winter wonderlands. Top tip: pack smart. Warm layers for winter, and even in summer, a light waterproof jacket never hurts.

Climate cheat sheet

Sweden’s climate is milder than you might expect—thanks to the Gulf Stream. Down south, winter is short and relatively mild. Summers are similar to southern England, but with a lot more daylight (and sunshine).

As you head north, winter gets more dramatic—think deeper snow and longer nights. But the summers? Surprisingly warm and just as magical. In some far-northern spots, snow can stay on high ground year-round, while summer days stretch on and on. Long daylight hours in summer and cosy, dark winters are part of the charm.