• With eight places in the world called Sweden, Visit Sweden is looking to help travellers avoid destination mix-ups and ending up in the wrong Sweden
• The home of cinnamon buns and fika has applied to trademark its name and is calling on people around the world to support its application via an online petition

  Sweden is stepping up to protect its identity and has applied to the European Union Intellectual Property Office (EUIPO) to protect its name from international duplicates that might confuse unsuspecting travellers who want to experience the original Sweden. It is calling on people around the world to support its application to prevent travel mix-ups by signing the online petition.   Watch our video on helping create travel harmony: https://youtu.be/dOuj8a4GLHU     The trademark application aims to ensure no one packs for the Swedish lakes and forests only to find themselves in a far-off town with the same name but none of the Scandi charm. British travellers have, at some point, been caught out by two places having the same name—from Edmonton in North London versus Edmonton, Canada, to the legendary Liverpool football fans who wound up in Lille, Belgium instead of Lille, France**.   According to Visit Sweden research*, almost half (45%) of travellers in the UK admitted to finding it confusing with destinations having the same names when planning their travels and 7% have even confessed they travelled to the wrong place. With over 7.4 million British travellers interested in Sweden as a travel destination, there’s the potential for over 595,000 travellers to end up in the wrong Sweden.   “It’s flattering that others want to be called Sweden, but we’d prefer if there was only one. Our Sweden. The one with the lakes, islands, forests, and the world’s best flat-pack furniture,” says Susanne Anderson, CEO at Visit Sweden. “We want everyone to join us, sign the petition, and help travellers discover the one and only, and original, Sweden.”   Trademarking Sweden – Seriously?   Visit Sweden is levelling up its fight by applying to the European Union Intellectual Property Office (EUIPO) to trademark the country’s name. This will ensure that when someone says "Sweden," everyone knows they mean the real deal – the one where you can catch the Northern Lights, enjoy fika, take home some iconic design and possibly meet a moose or two. And *35% of Swedes support the idea too.   And it’s not just the Swedes who agree. Almost half (45%) of younger travellers aged 20-32 in the UK support the idea of trademarking names to prevent location mix-ups. With multiple Germanys, dozens of Americas, and at least 34 duplicate London’s globally, it’s not hard to see why a little clarity might be in order, ensuring a little less geographical guessing for everyone.   How to Know You’ve Arrived in the Real Sweden   Watch how to distinguish the original Sweden here: https://youtu.be/dOuj8a4GLHU   Travellers should look out for the following signs that they’ve made it to the Original Sweden:  

• Free blue gems (we’re talking blueberries, not sapphires!)
• Quiet luxury (think more nature, less bling)
• Your own private island (yes, really!)
• Hotels for eight seasons (eight!)
• Freedom to roam, and fabulous fashion to boot

  Whether you’re after a serene nature retreat or cutting-edge design, Sweden is making sure travellers arrive at the right destination – The Original Sweden.

 

The allure of cooler Sweden captivates amidst the scorching European summer heat

  Last year's summer heat of over 45 degrees which looks set to repeat itself across several parts of Europe in 2023, might make Sweden an interesting alternative holiday destination this year. However, according to Visit Sweden*, there are currently several, temporary factors in favour of Sweden as a holiday destination this summer.   - It is not possible to blindly rely on coincidences such as weak exchange rates or weather to create long-term sustainable tourism that continuously contributes to a thriving tourism industry and jobs, says Susanne Andersson, CEO of Visit Sweden.   As Visit Sweden has marketed Sweden as a tourist destination for 120 years, they speak from experience:   - Long-term, consistent and solid marketing work with a high degree of knowledge about the target groups you want to reach is a prerequisite for success when competition from other countries only gets tougher, Susanne continues.   At present, however, alongside Visit Sweden's efforts, Sweden is benefiting from several external factors.   Record interest in Sweden as a tourist destination   Tourism to and in Sweden was at a historic peak the year before the pandemic. Since 2019, interest in visiting Sweden has increased by a further 29 per cent, according to the latest statistics by tourism-related Google searches about Sweden - searches about living, eating, seeing and doing things as a tourist in Sweden.   Through Visit Sweden, Sweden was one of the few countries in the world that during the pandemic years consistently continued to market itself as a tourist destination, "when the time would be right to travel again".   When the pandemic subsided, Visit Sweden was on its toes and quickly launched an international marketing campaign that aroused great global interest, far beyond the countries and target groups that the campaign primarily aimed at.   - The Google statistics are particularly gratifying, as they show, among other things, that our efforts to increase interest in Sweden as a tourist destination 365 days a year, through well-planned marketing campaigns, are bearing fruit, says Susanne Andersson.   Increased wanderlust and a delayed pandemic effect   Both internationally and among Swedes, interest in travelling is high and has increased since the year before the pandemic. The pandemic itself has accelerated the longing to be outdoors, preferably in nature where there are fewer people whilst at the same time still being easily able to access the city.   The war in Ukraine and the world's geopolitical instability does not seem to be affecting interest in travel to Sweden.   Favourable Swedish currency   International economic uncertainty does not reduce wanderlust. Instead, many choose a slightly cheaper travel option.   The Swedish exchange rate in comparison with many others is still weak, which makes it extra affordable to holiday in Sweden compared to many other parts of the world. Both for international visitors and Swedes alike.   Conscious travel   Conscious travel is increasing, which means travel with a smaller climate footprint, considerate of the natural environments we enjoy, the communities we visit and the animals we encounter. Such as Nature´s Best, Sweden’s only sustainability label for nature-based experiences, a certificate that verifies ethical, high-quality nature tours across Sweden.   Interest in, for example, trains to Sweden from Germany is great. Searches for train travel from Hamburg to Stockholm have increased by +151% in 2022 compared to 2021, and searches for trains from Paris have increased by +103%.   Sweden HAS what is trending globally   Sweden´s range of accommodations, activities, experiences, food and drink is exactly what global trend analysts highlight as the biggest trends in the world.   In 2022, searches for typical summer experiences such as beaches increased by +22% compared to 2021 and searches for islands increased by +64%.   Sweden boasts an exceptional array of beaches, offering a delightful choice between coastal adorned with white dunes, and tranquil inland lakes with golden beaches. You´ll find a selection of the finest beaches in Sweden in this link - https://visitsweden.com/what-to-do/nature-outdoors/beaches-in-sweden/   It is well known that Sweden has a vast number of islands, the most of any nation according to worldatlas.com, with nearly 270,000. 38 per cent of these are situated in the seas surrounding Sweden and most form island archipelagos or groups of islands.   Sweden´s archipelagos are characterised by beautiful scenery, untouched nature and islands with few inhabitants. Here are a few suggestions of coastal gems and seaside adventures to get a taste of Swedish island life, perfect for warm summer days - https://visitsweden.com/what-to-do/nature-outdoors/nature/archipelagos/swedens-archipelagos/.   "The fact that many external factors are currently in Sweden's favour, such as the sun warming your back on a hot summer´s day with a slight breeze, is not a long-term strategy to be relied on. Competition to attract tourists is fierce”, says Susanne.

 

Tours and road trips that take your clients all around the Southern Sweden.

  Castles and gardens of South Sweden        

    Six places to enjoy a truly authentic Swedish Midsummer   Plan a holiday to Sweden in the month of June this year and you will be rewarded with double helpings of celebratory joy.  Not only is it the month when Sweden turns 500 years old, but also the month of Sweden's most longed-for festival - Midsummer.   On June 23rd (Midsummer´s Eve), which is the longest day of the year, you will have the chance to meet with a group of cheerful Swedes, dressed in traditional costumes, dancing around the maypole. Make sure you join the “Små Grodorna” (The Little Frogs) dance and hop away from all worries. Treat yourself to traditional Swedish fare including smoked salmon, pickled herring and, of course, fresh strawberry cake.   Over this long weekend, cities are usually quiet as most local people head off to the countryside and celebrate the Midsummer holiday with their families and friends. Here are a few places where you can join the fun, celebrate like a local and experience this truly authentic tradition.   Please note that celebration programs from the below list may only be updated at the end of May or early June. Make sure you check the latest information before leaving.   Dalarna – Sammilsdal   Midsummer in Leksand, Dalarna gathers 20,000-30,000 visitors every year to Sammilsdal (Gropen) . It is also the world's largest & longest-running midsummer celebration.   Dalarna is home to many of Sweden's timeless treasures. The centuries-old UNESCO-listed Falun Mine is only an hour away from Leksand by train. Or after the Midsummer feast go hiking along the route of the world’s oldest long-distance cross-country ski race 'Vasaloppet'.   Stockholm – Skansen   Midsummer celebrations at Skansen are the real highlight of the summer in Stockholm. Follow the folk dancers and dance through until Sunday, the summer will then officially have arrived. Pay a visit to both wild and domestic Nordic animals living in the world’s oldest open-air museum and learn from Skansen’s approach to species conservation and biodiversity.   It is worth noting that Skansen has recently earned the honourable distinction of Sweden's most sustainable brand in the travel industry, according to the “Sustainable Brand Index 2023”. Such recognition is no surprise, as Skansen has consistently played an active role in preserving and making Sweden´s cultural heritage accessible. Top of Form   Göteborg – Slottsskogen   Slottsskogen in Gothenburg is a well-designed city park combined with a natural forest. It creates a large open area for people to gather and celebrate festivities. Both locals and visitors alike are invited to the big lawn in front of Björngårdsvillan every year to enjoy this classic Midsummer event.   This year’s celebration promises to be different as the city also celebrates its 400-year anniversary in the same month. A variety of festive activities are lined up throughout the year and the city will be filled with music, dance, culinary experiences, and fun for all ages.   Småland – Getnö Gård.   We often say Småland is ‘Sweden for real’ thanks to its rich culture and undisturbed nature. If you want to treat yourself to a real authentic Swedish midsummer as well as their enchanting countryside, you should not miss Getnö - Lake Åsnen Resort in Småland.   The resort is a natural paradise, nestled by the Åsnen National Park , Sweden’s 30th national park. Enjoy a magical Midsummer night by the tranquil Åsnen lake, old beach forests and its unique archipelago landscape.   Gotland – Paviljongsplan.   Gotland off the east coast of Sweden embraces both wild nature and rich culture. Its mild summer weather and long hours of sunshine make it a holiday paradise for Swedes. Visby , the main town of Gotland, listed by UNESCO World Heritage, preserves a beautiful walled town dating back to the 12th century.   The Midsummer celebration in Visby on June 23rd starts at noon with a parade from Södertorg Square with horses and carriages, down to Paviljongsplan (Pavilion Square). Other than the traditional activities like raising the May Pole and folk dances, live music performances and fun activities will also be arranged for the children.   This event is made possible by a non-profit organisation, that loves the midsummer traditions.   Lund – Friluftsmuseet Kulturen   If you are travelling through Southern Sweden , Lund is a wonderful option for experiencing the Midsummer festival with youthful enthusiasm in a traditional setting.   The students from Lund University will perform a folk dance at the Kulturen open-air museum. Come early and help decorate and raise the maypole! Buy your midsummer lunch on site or bring your own picnic to the beautiful museum park.     Dogs need holidays too! Bring your best friend on holiday to Sweden   Bringing a dog along on holiday is popular among pet owners. During the pandemic, many people greatly appreciated the physical and mental health benefits of owning a dog. With the companionship of a dog helping you feel more connected with the world, it seems a shame to leave them at home when travelling.   While bringing a dog on holiday can be a fun and rewarding experience, it also comes with a few challenges that pet owners need to consider before embarking on their travels. But do not worry, Sweden, at least, has got it all covered for you!   Fortunately, there is plenty of accommodation, lots of restaurants, and other places in Sweden where four-legged friends are welcome. The boutique hotel Pigalle in Gothenburg has a special dog room, and in the castle hotel Häringe near Stockholm, dogs are even allowed in the dining room. The Scandic and Best Western hotel chains have offers for guests with pets in several places throughout Sweden. At Hotel Svea by Best Western they offer dog-rooms with your own terrace, along with a delightful location near cycling and hiking routes in Simrishamn. Camping with your dog can be the ultimate adventure, and the camping.se platform provides access to nearly 200 pet-friendly sites across the country. Even hikers who bring their furry friends can find over 180 STF hostels across the country – offering authentic, regional accommodation in beautiful rural settings.   Having bed and board covered, it is time to go out and enjoy the country. At this point, if you do not already own a dog, you can always rent one and go hiking for a day at Fjälläventyr in Dalarna. If you are in the bigger cities, parks such as Konradsbergsparken in Stockholm, or Slottsskogen in Gothenburg welcome dogs. In Malmö, Ribersborg beach of has a dedicated exercise area, and even a dog swimming area. Dogs are generally not allowed at bathing areas, but pretty much every Swedish municipality has at least one beach for four-legged friends. We particularly recommend Gålö Havsbad in southern Stockholm. A few amusement and theme parks also allow four-legged friends including Astrid Lindgren's World and High Chaparral in Småland, Kneippbyn on Gotland and the zoos in Ystad and Färjestaden (on Öland ).   After all this activity it is time for a refill of energy. Dogs are accepted in many restaurants and cafés, as the decision is left to the owner. Some establishments even explicitly invite dogs and their fur parents. Dog Bakery recently opened their second restaurant in Gothenburg after the success of the first restaurant in Stockholm. At other places like Himmelska Hundar in Stockholm, Café Zoomarket i Visby and Anklevska Kompaniet in Nyköping, you can meet other dog owners. It´s a great way to get to know locals and discover top tips and inside information on the local area.   Please note: Dogs must be kept on a lead in the countryside between 1 March and 20 August, further practical information can be found on the websites of the Swedish Customs and Naturvårdsverket.     Take a stylish and sustainable second-hand safari in climate-friendly Gothenburg   Gothenburg, the friendly port city on the west coast, has earned its place as the top spot for sustainable travel for the sixth year running. This is thanks to its numerous hotels that prioritise renewable energy sources, use of regional products and reduced plastic use.   Shopping sustainably is becoming more and more fashionable, with Gothenburg boasting over 125 second-hand and vintage shops. Whether you're looking for exclusive vintage pieces or unsorted flea markets, there's something for everyone. Emelie Norberg, a finalist in Sweden's Second-Hand Pro award, is a big fan of Gothenburg's second-hand scene. She says, "Gothenburg is one of my favorite cities in Europe for second-hand and vintage. The mix of street style and luxury brands is perfect. The city makes it easy to choose second-hand."   In Gothenburg, there are many initiatives where products can be rented, swapped, borrowed, shared, donated and preserved. A special highlight, for holidaymakers and locals alike, is to join a second-hand safari. Green influencer and sustainability stylist Theresa Skjolden guides you through the best range of vintage and second-hand shops in Gothenburg. "The guided tour includes five hours of sustainable shopping, style advice and other tips. Everything to help you shop more consciously, while also being friendly on your wallet and the planet," says Theresa Skjolden. The curated style hike will take place on three Saturdays this year (May 13, June 10, and September 16; always 10 a.m. to 3 p.m.), costs SEK 795.00 (approx. £60) per person and can be booked at [email protected] . Lunch together is included, as are discounts in stores and a final drink.     Shoppers interested in sustainability can also find great options at the renowned "Fish Church" Feskekôrka, offering a wide selection of fresh regional fish and seafood. Nature-lovers will find plenty of green spaces in Gothenburg, like Slottsskogen Park, an ideal place for walks and picnics, as well as home to many native animals. The city also boasts the largest botanical garden in Sweden, a must-see destination.   Public transport in Gothenburg is also environmentally friendly. The city has an excellent public transport network consisting of buses, trams and ferries. If you want to explore the city on your own, rent a city bike via Styr & Ställ. With a single ticket, each started half hour costs SEK 20 (approx. £1.50). For those on holiday, it is worth considering buying an annual or monthly subscription. An annual subscription costs SEK 300 (approx. £23), and a monthly subscription costs SEK 90 (approx. £ 7). These include 60 minutes of free travel per rental, after which a fee of SEK 10 kronor (approx. £0.80) per half hour is charged.   If you are looking for an eco-friendly way to get to Gothenburg and don´t want to fly there are a number of options. This February, the Dutch-Belgian rail company European Sleeper , launched an overnight sleeper service from London to Berlin. Passengers board a   Eurostar   train at London’s   St Pancras   and then change trains in   Brussels   about two hours into the trip. The changeover is quick, and the journey takes just under 16 hours in total.   You can then take the train from Germany with a direct connection on an InterCity Express to Copenhagen, and then from there to Gothenburg. This second section of the journey is around 12 hours. Alternatively, there are numerous direct bus services from Germany to Gothenburg. Lastly, the overnight ferry trip from Kiel to Gothenburg with Stena Line is another stress-free option once you´ve arrived in Kiel by whatever chosen means.   So, in Gothenburg, there are plenty of opportunities to be eco-friendly, from shopping and sightseeing to selecting hotels and transportation. For more information, please visit:   https://www.goteborg.com/en/events/secondhand-safari https://www.goteborg.com/en/guides/gothenburgs-best-thrift-shops .     Escape to West Sweden´s NEW Island Boutique B&B: Kläpphagen Koster   An exciting new place to stay on South Koster island opens on 15^th May. Kläpphagen Koster have built up a charming destination on the island – a new Boutique B&B with 6 new apartments, each equipped with a terrace and galley kitchen, 2 glamping tents and a cosy farmhouse on two floors. On-site there is even a brewery, farm shop, bakery and restaurant as well as a bar and a private lounge area for 4. Guests can prepare food over an open fire using local ingredients, learn how to make beer and have a beer tasting, as well as go fishing and hiking.   While on the island, take a moment to explore the Kosterhavet National Park, Sweden’s first marine national park, with underwater trails and a visitor center. Get there by ferry from Strömstad, which is reached by train from Gothenburg. On South Koster you can also hike and cycle. Visit the Naturum Kosterhavet to learn all about the marine national park, go on guided boat trips and hire kayaks.   Starting price for two from: 1197 SEK/night; Glamping tent and 1977 SEK/night in the Superior Suit; and 2697 SEK/night in the Farmhouse.   Read more about the stay here: https://www.klapphagen.se/en/stay/    

• There´s a game of bowls, a brewery training course and beer tasting, fishing, board games, hiking and a hairdresser available
• In the moment: Cars are not allowed on the Koster Islands, you are totally immersed in a protected natural environment that lends itself perfectly to exploring the many hiking paths that cross the island
• Book a guided boat trip and seal safari, go kayaking or stand-up paddle boarding

  A stay can be combined with a visit to the brand new Strömstad Spa and Lagunen on the mainland (the harbour you travel to the Koster Islands from), which opened on the 31^st March 2023.     Internationally renowned outdoor venue, Dalhalla starts unique guided tours with dinner   The restaurant at the Dalhalla Arena in Sweden is now open on more occasions than just concert nights. Visitors start their evening with a guided tour, learning about the arena's history, its green water, and the famous artists who have visited. After the tour, guests enjoy a three-course dinner prepared by Dalhalla's talented chefs, followed by a visit to the VIP area. This is a unique opportunity to experience the atmosphere of the arena in a more relaxed setting.   Dalhalla , in Dalarna Sweden is already recognised as a unique festival arena with exceptional acoustics of international repute. The natural amphitheater, a former 55m deep lime quarry, has been carefully designed to ensure the highest quality sound and acoustics, making it an ideal place for music events. The arena has hosted a variety of concerts , operas, and other cultural events, drawing visitors from around the world. These include the first outdoor performance of Mamma Mia the Musical and bands such as First Aid Kit, Robert Plant and KISS etc.   Lake Siljan and its beautiful surroundings in Dalarna are the result of a meteorite impact which happened 360 million years ago. Dalhalla is one of only three places in the world where it is possible see how the natural surroundings have been formed by a meteorite. It is a truly remarkable place where music and nature come together to create a magical experience.   Visitors travelling a long distance or if you simply want to enjoy a comfortable night away, book one of Dalhalla's popular glamping packages just a short walk away from the restaurant. For a proper start to the day, a breakfast basket is delivered straight to the tent. For those who wish to stay in their own caravan or motorhome, there are spots available to book in conjunction with a dinner reservation.  

  Settle down against the trunk of a nearby tree in your local woods and join Sweden as she reads you her own chilling story, inviting you to discover her myth-filled forest in a spellbinding audio story, now available to listen to for free, globally. The short story – KILN - is written by internationally bestselling author John Ajvide Lindqvist; a story of a different nature…   Listen to the audio story:  https://open.spotify.com/show/7blZNz1CjxcsKOCWp4fI9q?si=75264958896841bc&nd=1   Geo-location unlocked   The geo-location lock of this thrilling story has been removed just in time for Sweden´s Walpurgis Night – the night of the bonfire. Now, immerse yourself in Sweden´s enchanted nature, a foretaste ahead of your next journey to her forests, lakes, rivers and valleys – her soul. To heighten the thrills, there´s also an exciting teaser trailer.   Ajvide Lindqvist’s audio story Kiln brings the mythic Swedish nature to life, inviting listeners to walk in the footsteps of a character who encounters the enchanting huldra, a forest nymph from Swedish folklore, just one of the many magical characters that are so much a part of Swedish culture.   Walpurgis Night is held on the last day of April. It is traditionally believed to ward off evil spirits, but now a festive way of getting rid of excess gardening waste. Walpurgis is celebrated all over Sweden, most often with people gathering at local parks.   Top spots to experience Sweden´s myth-filled, protected nature   In Sweden, the mysterious places that tell of her history and culture are entirely free and accessible to everyone thanks to Freedom to Roam, Sweden´s sustainable way of accessing nature. Come, be spellbound by the places and experience where fairy tales, culture, and nature meet across Sweden.   Åsnen National Park – Småland   Åsnen National Park, with its unspoiled nature and forests, lakes and wetlands, is steeped in mythological tales. Enter via the park’s ‘Trollberget’ (Troll Mountain) entrance and explore the rocks and boulders where trolls are said to celebrate Christmas. Legend has it that there’s a hidden chamber full of gold and silver – though it’s yet to be found.   Press Images: https://imagebank.sweden.se/my-selections/3dyhdieojb   Tresticklan National Park – West Sweden   Stretching between the lake of Stora Le and the Norwegian border, Tresticklan in Dalsland is steeped in Viking mythology and boasts the largest roadless, uninhabited pine forest region in southern Sweden. You can walk for days through uninterrupted wilderness, passing crystal-clear lakes and epic scenery. And with its dramatically high mountain ridges, it’s no surprise that a giant named Bore is said to have lived in the caves at ‘Bore Kulle’ (Bore’s hill).   Press images: https://vastsverige.imagevault.se/myselection/index/zeemeh8cho   Tyresta National Park – Sörmland   Even though it’s only 45 minutes by bus from central Stockholm, Tyresta National Park is a world away. Southern Sweden’s largest old-growth forest, Tyresta is fit for a fairytale, complete with thick, knotty pines, moss-covered landscapes, and Stockholm’s scenic archipelago. Legend has it that a flame-bearing character called ‘Lyktgubben’ haunts Tyresta’s darkest enclaves, attempting to lead visitors astray.   Kittelfältet Nature Reserve – Värmland   Location of the filming of Kiln´s video trailer, Kittelfältet’s unique topography goes back to the Ice Age, with water-filled potholes left by receding glaciers. Walk the one-kilometre-long ‘Dödisgropar’ loop that passes Sundstjärn, the largest of these glacial relics. Surrounded by old-growth pine trees, Sundstjärn’s turquoise waters cast a magical sheen on the whole landscape. Part of the EU’s Natura 2000 protected areas, Kittelfältet boasts several hiking trails for all experience levels.   Press image: https://contentbank.visitsweden.com/selection/985cc8a913345dd5777c26bd31dd692d/detail/vs/20883   Östergötland - Their mysterious beings tell their stories – Southern Sweden   Östergötland has to be experienced. But rather than you taking our word for it, we will hand over to those better suited to the job. Let us introduce our mystical beings who will describe in their own words their experiences of some special places in Östergötland – the Stone troll in Kolmården forest - Little Grey at Öna the Tomte - Fairies at Drabbisdal and the Mermaid in Lake Vättern.

 

News from Visit Sweden

  World of Volvo opens 2024 in Gothenburg – Not just for Volvo fans!   World of Volvo invites you to join a movement to help create a world where we care for each other and the planet. Or as we like to say – a world with more "omtanke".   Adjacent to the popular Liseberg Amusement Park, World of Volvo will be a new meeting place, in Gothenburg, for inspiration and entertainment. An interactive place with exciting exhibitions, talks, performances and workshops, entertainment and dining. No matter if you’re a Volvo enthusiast, an employee or just a passer-by, you have a part to play. Welcome to World of Volvo in 2024!   Press Images: https://www.mynewsdesk.com/world-of-volvo/latest_media   Press Release: https://www.mynewsdesk.com/world-of-volvo/news/volvos-new-experience-center-in-gothenburg-a-building-that-stands-out-449849   More info: https://www.worldofvolvo.com/en/   Stockholm, European Capital of Gastronomy 2023   In 2023, Stockholm European Capital of Gastronomy, will place Stockholm on the world map, as one of Europe’s leading gastronomic destinations. The hope is to contribute to positive social development and a sustainable food system by showcasing the city’s innovative food scene, always with the pleasure of eating in focus.   There´s a full program of activities running from Jan-Nov - https://capitalofgastronomy.se/en/program/   Stockholm has selected 12 ambassadors/guides from Stockholm's sustainable food scene to give their tips on where to eat, shop and experience good food in Stockholm.   Feel free to take a look: https://www.stockholmgoodfoodguide.com/   Allow their local experts to show you the variety of Good Food Stockholm has to offer - food that is good for the planet, your health and tastes really good too.   Stockholm is currently experiencing a food revolution. Thanks to the city’s chefs, and foodies (or food pioneers) who refuse to compromise on quality, taste and the environment, Stockholm has developed one of Europe’s most exciting food scenes. The city is committed to creating a truly sustainable society and together with an increasing number of food-tech entrepreneurs, has become a city where you can enjoy food that not only tastes good but also does good. A place where conscious consumers, chefs, entrepreneurs, and decision makers meet for inspiration, co-creation and innovation. Welcome to the food city of the future – welcome to Stockholm.   A quieter archipelago lifestyle in the Gothenburg Archipelago   New hiking package holiday with HF Holidays   The archipelago off the coast of West Sweden attracts a large number of visitors each year, peaking in July.   However, the wild beauty and warm local hospitality that keeps people returning remain constant throughout the year. This easily accessible coastal   archipelago   is a worthy Spring and Autumn destination and complements any city break to Gothenburg.   From April to September   ferries, some free, go from Gothenburg to the island of Hönö in the northern part of the archipelago;   in spring and autumn always on Sundays, in summer Tuesdays to Sundays, several times a day.   On the first weekend in April, the longer days are greeted with the Spring Festival in the archipelago ( Vårfest i Skärgården ): There's all sorts of good food available on Hönö, when the restaurants in the lively Hönö Klåva harbour area set out tables and chairs and invite you to sample fresh, local delicacies.   In addition, around 20 local stallholders come together at the market.   The Easter holidays are also ideal for a relaxed hike on the Skärgårdsleden (Archipleago Trail): This 27-kilometre-long, newly created path traverses the four neighbouring islands of Hälsö, Öckerö, Hönö and Fotö, which are connected by bridges.   With cafes, restaurants and shops open, there are plenty of reasons to amble, browse and soak up coastal island life.   Half of the hike runs through the spectacular island geography with its smooth, glacial eroded rocky shoreline, and the other half leads through the twisting and turning streets of the archipelago villages.   The Skärgårdsleden was officially opened on May 14, 2022, and HF Holidays has a new package holiday for 2023 which includes this hiking trail. Available online soon…  

• Running one date 07/09/23
• Price with flights £2359, without flights £2189
• Transfers to the first hotel are included with or without flights
• 7 nights B&B
• 6 Dinners
• 3 packed lunches, 2 café lunches & 1 coffee and cake (Swedish Fika)
• Luggage moved between hotels, local guide throughout
• 1 free day in Gothenburg

  Recommended accommodation is the family-run   Skärgårdshotellet , which reopened in 2021 after extensive renovations.   Guests can look forward to cosy rooms with maritime-inspired furnishings. Enjoy regional and seasonal dishes cooked in their restaurant, Skafferiet (The Pantry). Prices start from 1074 SEK B&B for 2 people in a double room per night.   Information at   https://www.goteborg.com/en/guides/a-guide-to-the-gothenburg-archipelago   Top 5 Beach Holidays – in Winter!   Not many will have missed the chilly trend that is wild swimming, winter bathing, winter swimming, ice bathing - whatever you like to call it.   Whether you're doing it for well-being reasons or the adventure of it the trend seems set to stay - and there are plenty of 'refreshing' spots across Sweden that are great for winter swimming.   Hotel and travel search site momondo.se has teamed up with lovers of winter bathing from Dark & ​​Cold to showcase some of the best winter beaches and what to pack in your beach bag.   The Dark & ​​Cold Association, or the Happy Friends of Cold and Darkness as they call themselves, is a non-profit association dedicated to developing positive experiences in those parts of the world that have a prolonged period of cold and darkness.   “All credit to sun and beach holidays, but we also want to celebrate the cold and darkness that we experience here in Sweden during the winter months.   Winter bathing in particular is a great example of how to have positive experiences even in winter, to feel more alive, by taking advantage of the long cold spells and the few hours of sunshine that the season brings us," says Lars Westerlund, spokesman for Dark & Cold.   Endorphins, dopamine, mindfulness, improved blood circulation and fewer sick days are just a few of the many health benefits that a wild, winter swim can bring, according to Lars Westerlund.   But also, for those who want to experience Sweden in a new way during the winter months, the cold experience is a good option.   “Winter bathing is one of the most exotic things the cold months have to offer in Sweden, from north to south.   Sweden is one of the most water-rich countries in the world and has one of the longest coastlines in Europe.   In other words, the possibilities for a beautiful, sparkling winter swim are endless,” says Per Christiansen, spokesman for momondo.   The 5 best winter beaches across Sweden according to Dark & ​​Cold:  

1. Ganlet, Gothenburg

  A nice walk to the swimming area by the sea, which can be reached all year round via several ladders, is part of the overall experience here.   It's also a really cosy place to enjoy a hot drink you've brought with you to enjoy after a swim.  

2. Winter Park in Östersund, Jämtland

  In addition to ice baths and wood-fired whirlpools, Vinterparken is also a nice day trip destination.   Ice skating, cross-country ski trails, a playground and a museum keep you busy even after the winter swim.   The beach has sun loungers with blankets if you want to sit for a while and enjoy the fresh air - or watch the stars on a clear evening.  

3. Vitskärsudden in Obbola, Västerbotten

  Here you can enjoy the view of one of Vitskärsudden's many cairns with a hot drink and a good snack after a winter swim.  

4. Festningsbadet in Varberg, Halland

  Fästningsbadet is a popular destination in the summer months, but it also offers swimming in winter.   And Fästningspiren is centrally located, so swimmers can enjoy Varberg's cosy city centre while they're there.  

5. Kivik Harbour, Skåne

  A popular destination all year round.   In summer the place is full of sun-seekers - why not take the opportunity to enjoy the beautiful harbour in winter too?   Kivik Harbor has a ladder that is available all year round.   Here´s what Dark & ​​Cold recommend you pack for the beach - in winter  

• Swimwear
• Small towel - to put on when changing.
• A warm hat - a warm hat can be worn during and after the bath to keep the body warm. That's because a lot of body heat is lost through the head.
• Warm gloves - can also be useful when climbing down an icy ladder.
• A large towel or a warm bathrobe - to wrap up after bathing.
• Warm, loose clothing that is easy to put on afterwards. Even if you don't catch a cold in the water, you can easily catch a cold after swimming if you don't dress warmly and dry.
• Something warm to drink after your swim - for example, hot chocolate, juice, coffee or tea.
• Something tasty to eat after the swim - it is well known that winter swimming makes you hungry.
• Neoprene shoes - a great way to protect your feet and toes.
• A friend - never winter swim alone and always stay close to the ladder.

  History repeats itself. When Gothenburg turned 300 in 1921, the celebrations had to be postponed for two years due to the Spanish flu pandemic and World War I. The same thing happened in 2021 when Gothenburg turned 400: the celebrations were put on hold due to another pandemic. But in June next year, Gothenburg’s anniversary celebrations will finally commence and summer 2023 will kick off with a big anniversary festival - and that’s just one of 12 reasons to visit Gothenburg next year.   Gothenburg Named Most Sustainable Destination in the World for the 6th Time in a Row   For the sixth year in a row, Gothenburg ranks at the top as the most sustainable destination in the world. On Wednesday, the results of the Global Destination Sustainability Index 2022 were revealed, in which 70 cities in the world participate. The Global Destination Sustainability Index (GDSI), a comparative ranking, was started in 2016 by the organization Global Destination Sustainability Movement. Since the start, Gothenburg has been placed at the top every time. Learn more: Gothenburg retains first place among sustainable destinations in the world | Göteborg & Co AB (tt.se)   Sweden’s Most Imaginative Family Hotel Opens in April: Liseberg Grand Curiosa   There’s a pony carousel in the restaurant, a slide all the way down to the lobby and a speakeasy cocktail bar at the new Liseberg Grand Curiosa hotel. This is a unique family hotel right next to the Nordic region’s biggest amusement park. At nine floors high and over 300,000 square feet in size, the star-shaped building has 457 rooms – all with at least five beds. Some rooms have six or seven beds, and there are connecting rooms for even larger groups. The theme park itself will also unveil a number of new features in 2023 when the park celebrates its 100th anniversary. Liseberg was originally a gift to the people of Gothenburg when the city turned 300. Learn more: Liseberg Grand Curiosa Hotel   Celebrate 400 Years of Gothenburg at the Anniversary Festival   Gothenburg’s birthday is on June 4th, and a major anniversary festival will be held on June 2nd–5th. What better place to celebrate the port city of Gothenburg than the Frihamnen port district where there will be concerts, art, food and activities? Following the anniversary festival, the celebrations will continue throughout the summer until September 3rd, culminating at the Gothenburg Culture Festival and the Göteborgsvarvet Marathon. Learn more: https://www.goteborg.com/en/guides/gothenburgs-400th-anniversary   Photo: Wisdome at Universum, Copyright: Universum   Exciting Space Experiences at the New Wisdome   A large wooden sphere has already become a new Gothenburg landmark. Wisdome is a spherical building that is being built on the roof of Universeum, Sweden’s national science center and one of the city’s most popular tourist destinations. When Wisdome opens in spring 2023, it will showcase space travel, dramatic film effects and the smallest building blocks of the human body on a 360° screen, using advanced visualisation technology. The dome seats 150 visitors and was designed by Gert Wingårdh, one of Sweden's most internationally recognised architects. In addition to Wisdome, Universeum also features aquariums, a large indoor rainforest, and experiment rooms. Learn more: Wisdome | Universeum Photo: New harbour bath_copyright @raumlaborberlin   New Harbour Open-Air Bathing in the Heart of the City   Made up of three pools in Sweden’s largest river Göta Älv, the long-awaited public swimming area in the popular park Jubileumsparken will open in June 2023.  The pools - a round diving pool, a pool with a slide, and a lane pool - are all bottomless and the water is purified using technical solutions that will allow visitors to swim in both fresh and saltwater year-round. The pools are free of charge and have a capacity of 500 people. The iconic public sauna is currently being renovated and will be open to the public, as well as the newly built large playground that opened earlier this year. Learn more: new harbor open-air bath: goteborg2023.com   Photo: Clarion Hotel Draken_copyright Adore Adore / Erséus Arkitekter   Gothenburg’s Tallest Sky Bar Opens at the New Clarion Hotel Draken   The movie theatre that hosted Göteborg Film Festival for many years, The Draken Cinema, is not only being restored but will also feature a brand new hotel. The 33-storey landmark will be topped with a sky bar and a rooftop terrace boasting views that stretch for miles and will be completed in autumn 2023. Clarion Hotel Draken will be Gothenburg’s tallest hotel building, with 474 hotel rooms, 13 meeting rooms, a gym, a spa and two restaurants. Drawing inspiration from Draken’s classic cinema auditorium, 1950s design will meet the present in an exciting mix. The hotel cannot be booked yet. Learn more: Nordic Choice Hotels | Hotels in the Nordics | Book hotel   The Göta Älv Pilgrim’s Trail – a Stroll Through the City to the Wilderness   The new Göta Älv Pilgrim’s Trail runs between Gothenburg and Vänersborg, and is divided into ten varied sections. The first stretch begins at the church Masthuggskyrkan, and is an urban walk showcasing historic Gothenburg. The second stretch is a nature trail, and runs through the river Lärjeån’s beautiful valley – sometimes referred to as ‘Little Amazon’. The third stretch begins with a climb that offers wonderful views, leading onwards to heathland, lakes, coniferous forest and pure wilderness. A detailed map of the first three routes is available. From Trollhättan, walkers can continue through Sweden to Norway and Nidaros Cathedral in Trondheim. Learn more: https://www.westswedentrails.se/en/delled/pilgrimsleden-gota-alv#googtrans(sv|en   Run the first Göteborgsvarvet Marathon in 2023   On September 3, the world’s biggest half marathon will become twice as long. The Göteborgsvarvet Marathon will be a unique and historic running event as Gothenburg’s anniversary celebrations come to an end. For those who are up for the challenge, the marathon will offer fantastic views of Gothenburg, taking in both sides of the river Göta älv. More than 200,000 spectators usually line the route which runs along Gothenburg’s main boulevard Avenyn. Learn more: Göteborgsvarvet Marathon 2023 | Göteborgsvarvet (goteborgsvarvet.se)   Photo: Kjell Holmner   Discover the Beautiful West Coast & Bohuslän Archipelago from the Fossil-Free Boat, Granit   Visit the sailing paradise of Marstrand, try your hand at preparing pickled herring on the picturesque Klädesholmen, and discover the delightful little island of Käringön. Summer 2023 will see the first four-day tour of the West Coast on board the fossil-free boat, Granit. The archipelago tour features charming hotels, meals at local restaurants, and some of Bohuslän’s most beautiful coastal villages. Learn more: Boat Tours | Archipelago Select Boat Tours | Västra Götaland County     Jacy’z Hotel – Luxury, Cool Design, and a Pool Club on the 27th floor   This 233-room, 100-metre skyscraper is a new landmark for Gothenburg and a much bigger sister to boutique hotels Pigalle and Bellora, and was also created by Ess Group. The brand-new resort has several restaurants, a sky bar, and a Miami-inspired pool club on the 27th and 28th floors. A multiplex theatre with an outdoor rooftop pool will be ready in spring 2023. These are just some of the many features at Jacy’z, one of Sweden’s most spectacular hotels, which opened in November 2022. Learn more: 27 floors of magic | Jacy’z Hotel & Resort® (jacyzhotel.com)   The King of Sweden Celebrates 50 Years as Monarch – and Visits Gothenburg on June 4th    There will be more than one significant anniversary in 2023 – Sweden’s King Carl XVI Gustav also celebrates 50 years as monarch. This anniversary will be marked in Gothenburg as the city celebrates its own anniversary. On Gothenburg’s birthday, June 4th, the King will give a public address and then take a walk-about through the city centre together with the Queen. Learn more: https://www.kungahuset.se/english    New Food Walk – “Gothenburg Anytime”   The concept Moveat Anytime Göteborg shows you one of Sweden’s top culinary cities and its wealth of restaurants. Guided by an app, you can visit five to six selected stops in any order you like and at your own pace. Each stop includes a carefully selected tasting experience ranging from the sea to the forest and includes classic restaurants as well as trendy new eateries. The food walks are available Wednesday to Saturday from 14:00 to 18:00, at a cost of SEK 449. Learn more: Moveat concept | Moveat Sweden

At the top, again: Sweden is considered the most sustainable destination in the world  

 

 

 

 

   

  The couple behind last year’s success “Table for One” – a restaurant with one table, one chair and no waiters in a remote meadow in Sweden, is now opening their second restaurant: “Table for All.” This time in the middle of the woods, and with a brand-new chef de cuisine: you!   Much like Visit Sweden’s Edible Country initiative, Table for All builds on Swedes’ constitutional right to walk, ride, ski, camp, and forage in the wild, even on private property: the Freedom to Roam. During the pandemic, the whole world has turned to the outdoors for comfort and many of us have rediscovered everything nature has to offer. The founders, Linda Karlsson and Rasmus Persson want to invite guests to create a restaurant experience together with them, in harmony with nature and in close interaction with the wild.   At certain given times, the creators of Table for All will curate the restaurant and offer a three-course meal for exclusive sittings at this hidden spot. The seats are then bookable from the site bordforen.com. The menu may sound exotic for someone outside of Sweden: spruce tip ice cream, smoked elk roast and rhubarb galette, but they’re ingredients that can be found at this particular spot.   When Linda and Rasmus are not present, the kitchen offers all the fundamentals you need to start your own restaurant for the night. Just bring matches and food! And the best part? Just like nature itself, the restaurant always stays open!   Images: https://drive.google.com/drive/folders/1NYEaP7DJOhc5rQbgNa3FxRHfXQ7xgfmb   MENU: Wood-fired brick oven levain Fenugreek cheese from Lakene Ostgård * Tarte flambée with munster cheese, smoked elk roast and horseradish soured cream * Brick-oven baked elderflower and rhubarb galette * Spruce tip ice cream * Roasted pistachio kernels   Table for One   Last year, to much media acclaim, Swedish couple Rasmus Persson and Linda Karlsson launched Table For One, a Covid-safe one-person restaurant with a three-course menu delivered in a basket from the restaurant’s kitchen window.   About Linda and Rasmus, the Founders   Rasmus started out working under the legendary fine dining chef Leif Mannerström, getting to know all the tricks of the trade when it comes to traditional Swedish cuisine. But the service with 300+ seats was too hectic so he switched to working with kids instead. He spent three years cooking for (and alongside) thirteen wonderful kids at a communal kindergarten before trying his luck in the restaurants of Barcelona. There he fell in love with the Spanish way of cooking: spontaneous, with great bravado and always a pounding heart. This was all blended into the kitchen of Bord för en: a deeply rooted Swedish foundation, with a splash of Spanish confidence and a whole lot of childish creativity.   Linda landed her first job as waitress when she was 15 years old. No former experience was needed. She only needed to know French since it was a French creperie. She answered “oui” on all questions she got at the interview and even if this was the only word she knew, she got the job. She ended up working for this joint for two years. She also worked as a server in Gothenburg, Sweden and Geilo, Norway.   Background on Location   Ransäter is a rural small town of Sweden that used to be heavily dependent on a local steel factory. When the factory relocated the majority of production abroad – the town was faced with massive unemployment and a rapidly decreasing population. Those who stayed, however, coped the way that people from this part of Sweden always has – with good humor, stubbornness, and creativity.   In recent years, Ransäter has become a hot spot for creatives of all ages. The attractive combination of affordable housing and a breathtaking nature crowned by the wild winding river Klarälven might be the reason why suddenly the small town is packed with comedians, actors, artists, and yoga instructors.   For questions about Värmland, please email Jenny Nohrén at Visit Värmland: [email protected].   For more photos from Värmland: https://imagebank.sweden.se/search?q=v%C3%A4rmland and http://www.mynewsdesk.com/se/visitvarmland/images/tag/vaermland   Press contact: Melinda Martino, Senior PR Manager, Visit Sweden, [email protected], 917-340-9330  

Finnair is launching long haul direct flights from Sweden for the first time to destinations in the Far East and the US. The Finnish flag carrier will now operate non-stop long-haul services from Stockholm's Arlanda Airport to Bangkok and Phuket in Thailand, and Miami in the US for the winter season 2021/2022. All three routes will be operated by the airline's Airbus A350 aircraft. Ole Orvér, Finnair Chief Commercial Officer, said: "We are excited to meet the travel needs of our Swedish customers with a non-stop service from Arlanda to Thailand and Miami, which are among the top winter holiday destinations for Swedes." Finnair's five-times a week flights to Bangkok in Thailand will launch on 22 October, with flights departing on Mondays, Tuesdays, Thursdays, Fridays and Sundays. From 28 November, a weekly service will operate during the peak winter sun holiday season up until 22 April, 2022. A day later on 23 October, a twice-weekly service to Miami will launch, with flights departing Stockholm each Wednesday and Saturday. Two additional flights will operate on Mondays and Fridays from 29 November until 22 April. On 24 October, Phuket service takes to the sky with flights departing from Stockholm every Sunday, with more frequencies added on Thursdays from 4 November and from Tuesdays as of 30 November. Finnair already flies to Bangkok, Phuket and Miami from its home base at Helsinki in Finland.