Celebrate the Swedish way – traditions worth travelling for
Swedes love their traditions — and your clients are warmly invited to join in. Many of Sweden’s most beloved celebrations have roots in ancient pagan rituals, but today they’ve been reimagined to suit a modern, diverse lifestyle. Families, friends, restaurants, hotels, shops and entire communities all bring their own flair to the festivities.
If your clients are lucky enough to visit during Midsummer or the festive season, they’ll experience first-hand how timeless customs are celebrated with a fresh, inclusive twist. And no matter the time of year, there’s usually something delicious on the table, something beautiful happening outdoors, and someone friendly to chat to.
Swedish celebrations are a joyful mix of old and new — and there are so many ways for visitors to join the fun. This guide is a great starting point, but a local partner can always help find the most authentic experiences nearby.
Festivities to remember:
- Semla season: from January through Easter – cardamom buns filled with almond paste and whipped cream
- Waffle Day: 25 March – yes, it's a thing, and it’s delightful
- Walpurgis Night: 30 April – bonfires and spring songs
- First day of spring: 1 May – Sweden’s springtime welcome party
- Midsummer: Midsummer’s Eve takes place on a Friday between 19–25 June – dancing, flowers, pickled herring and midnight sun
- Crayfish season: August – messy, merry and uniquely Swedish
- Surströmming season: August – for the adventurous eater
- Lobster premiere: from 20 September – six weeks of seafood indulgence
- Cinnamon Bun Day: 4 October – fika in full glory
- St Martin’s Day (Skåne): 10 November – goose dinner and regional flair
- Lucia: 13 December – candlelit songs and saffron buns
- Christmas: celebrated mainly on 24 December – cosy, traditional and full of flavour
Swedens favourite celebrations
Walpurgis Night (Valborg) and May Day
On 30 April, Swedes across the country gather after dark to light bonfires and sing in the spring. This is Walpurgis Night (or Valborgsmässoafton in Swedish) – a much-loved tradition with roots in medieval folklore, now transformed into a joyful, modern celebration.
‘Midsommar’ or Midsummer
For many Swedes, Midsummer (or ‘Midsommar’ in Swedish) is the most important celebration of the year – even bigger than Christmas. It’s a joyful, flower-crowned ode to nature, light and community, with deep roots and a long-standing place in the Swedish soul.
Holiday Season in Sweden
December is a magical time to experience Sweden, with festive lights twinkling across towns and cities, the scent of ginger and mulled wine in the air, and timeless traditions that bring people together.
