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Why Sweden?

It’s time for your clients to experience something else. There are many reasons your clients should visit Sweden. They may want to be immersed in rejuvenating nature and unique culture, to discover some of the world’s best designers and handicraft producers, to munch delicious locally produced, sustainably sourced food, to meet fascinating people, to learn something new, to spa. Just a few reasons to get you started. Our ambition is to show you why Sweden is the perfect place for your clients, no matter if they’re history buffs, the most ardent of cyclists, travelling as a multi-generational family group or all of the above.

Let's begin with a short introduction.

Sweden is a vast, diverse country with so much for your client's to see, do and explore whilst here. Make sure to get a mix of city and nature based activities into your client's trip for them to experience the most and the best that Sweden has to offer

Some basic facts:

Population – approximately 10 million

People –  Sweden is a welcoming, open place where diversity is celebrated. You’ll find that Swedish is the predominant culture of our people but if you journey further north you may also meet the Sami way of life. These people are indigenous to Northern Sweden, Norway,  Finland, Russia with their own way of life, that you should get to know if you can.  Swedes enjoy punctuality and can be reserved when you first meet us but this often melts away after a snaps or two. Swedes also enjoy nature, experiencing the forest, the coast and the landscape, making the most of our allemansrätten or freedom to roam principle.  And with over 90% of the population fluent in English, you can leave your phrasebook at home but a little Swedish can go a long way if you’d like to learn a couple of useful phrases, like those below.

Hej (pronounced Hay) – Hello

Tack – Thank you

Hej Då (pronounced Hay Daw) – Goodbye

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Photo: Simon Paulin/

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Photo: Simon Paulin/

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Photo: Tina Axelsson/

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Photo: Maskot/Folio/

Photo: Melker Dahlstrand/

Photo: Clive Tompsett/

Photo: Tina Axelsson/

Seasons –  Sweden has four quite defined seasons. Winter usually lasts from November – February, Spring from March – May, Summer from June – August and Autumn in September – October.  There are some slight fluctuations in the north of the country where winters can be a little longer.  The important message is to pack warm clothes during winter and a light waterproof jacket during summer.

Climate – In line with the seasons, Sweden’s temperatures vary quite dramatically between summer and winter. However, due to the gulf stream, the country generally enjoys a fairly temperate climate, especially in the south, where winters are short and quite cold, and summer temperatures are similar to those in southern England, but with a lot more hours of sunshine and daylight. The more you travel north, the more extreme the winters become while the summers can be surprisingly warm. I n the far north, you can find snow lying on the ground year-round in higher areas and the summers can be short and changeable. Much of the country has very long hours of daylight in summer and very long nights in winter.

A Sustainable destination

When your clients are looking for a holiday which is not only unique and exciting but is also environmentally friendly and has a positive and lasting impact on the communities that they visit
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  • Sweden - the sustainable destination

    If you are looking for a holiday destination which is not only unique and exciting but is also environmentally friendly and has a positive and lasting impact on the communities that they visit, then a trip to Sweden is perfect for them. Not only will visitors get one of the best trips they’ll ever have, but they’ll be also preserving our heritage, culture and communities, ensuring Sweden continues to be a magical destination in which to live, work or visit for many generations to come.

Working with Visit Sweden

Visit Sweden is the official marketing company of Sweden. Our aim is to inspire more travellers to discover Sweden, to stay longer and to see, do and spend more whilst they’re here.
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  • Our Travel Trade team

    We’re here to support and inspire you, our travel trade partners, to learn more about Sweden and to help you showcase Sweden.

  • Markets and audience

    Visit Sweden’s offices are located in Sweden, Germany, Netherlands, France, UK and China. Our presence on the US and Indian market is handled from Stockholm and for India it is assisted by The Scandinavian Tourist Board in New Delhi.

  • Plan

    We’re here to help you plan for and inspire your clients to visit Sweden; we want them to dream about their trip to Sweden and what it will be like. And we want you to have all the tools you need to achieve this and plan the perfect trips, programs and vacations.

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