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.
When it happens
Midsummer’s Eve always falls on a Friday between 19–25 June, and it’s when Swedes traditionally head to the countryside to celebrate with family, friends and neighbours. Think of it as Sweden’s ultimate summer escape – a feast for all the senses, wrapped in folklore and fresh air.
The tradition
The origins of Midsummer stretch back to the Middle Ages, when the celebration marked the arrival of summer and the season of fertility. Over time, the traditions evolved – today, Midsummer is a heady mix of age-old rituals, communal joy, and unmistakably Swedish charm.
The day typically unfolds like this:
- A long, leisurely lunch of pickled herring, new potatoes, sour cream and chives
- Generous helpings of snaps (Swedish aquavit), always with a round of snapsvisor (traditional drinking songs)
- Donning flower crowns and raising the maypole, around which everyone dances and sings
Photo: Christian Ferm/Folio/imagebank.sweden.se
Photo: Tina Stafrén/imagebank.sweden.se
Photo: Vilhelm Stokstad/imagebank.sweden.se
Photo: Vilhelm Stokstad/imagebank.sweden.se
Why it matters for visitors
Midsummer is a bucket list experience for many travellers – and with good reason. If your clients can time their trip just right, they’ll witness Sweden at its most enchanting. The days are long, the countryside is buzzing, and the sense of community is infectious. It’s a feel-good, once-a-year vibe that leaves a lasting impression.
Where to go for Midsummer magic
Here are some of the best places to soak up the Midsummer spirit:
- Dalarna – the heart of it all
If Midsummer had a capital, it would be Dalarna. This region embodies every postcard-perfect image of Sweden: red cottages with white trim, folk costumes, Dala horses and huge maypole dances. Recommend places like Falun, Rättviks Gammelgård, Våmhus Gammelgård, Mora, and Orsa Hembygdsgård – all known for hosting vibrant public celebrations, some drawing thousands of people.
- Open-air museums
Locations like Skansen in Stockholm host traditional festivities that are ideal for visitors wanting to experience Midsummer in an accessible, central location.
- Manor houses and gardens
Elegant heritage settings such as Gunnebo House and Gardens near Gothenburg bring a refined twist to the Midsummer experience.
- Rural retreats
Encourage guests to stay somewhere scenic and serene – like Camp Ripan near Kiruna, Hooks Herrgård in Småland, or Wanås in Skåne. These places offer immersive nature, cultural connections and space to truly unwind.
