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  • Steve Robertshaw

    Senior PR Manager UK - For other countries news and press contact select from the drop-down menu top right.


    Visit Sweden 5 Upper Montagu Street London W1H 2AG
    +44(0)7494517223
    https://corporate.visitsweden.com/om-oss/en/
  • Josefin Haraldsson

    Country Manager & Head of PR USA


    Visit Sweden Inc 655 Third Avenue Suite 2010 New York, NY 10017 United States
    +4679 353 44 61
    https://corporate.visitsweden.com/om-oss/en/
  • Jim Hofverberg, Corporate Communications

    Corporate Communications Officer


    https://corporate.visitsweden.com/om-oss/en/

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    We're thrilled by the tremendously positive response which has genuinely taken us by surprise. While we knew it was a compelling campaign with a playful twist, the speed at which it has been embraced has been remarkable.
    Susanne Andersson, CEO of Visit Sweden
    If people struggle to separate our two countries, we need to help them. We can’t change the names of our nations, but we can become more distinct. Switzerland is often referred to as the pinnacle of luxury - however, Sweden offers luxury of a different nature, and these differences, in all of their beauty, are what we want to showcase
    Susanne Andersson, CEO at Visit Sweden
    "This is a great way to influence people around the world to use less water."
    Shailene Woodley
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    Sweden’s iconic porcelain brand Rörstrand turns 300 as design heritage goes viral

    A 300-year-old porcelain brand, supermarket queues, and a sold-out coffee tin—Rörstrand’s anniversary year is turning into an unexpected cultural moment in Sweden. Founded in 1726 in Stockholm, Rörstrand is one of Europe’s oldest porcelain manufacturers and a key part of Sweden’s design heritage. In 2026, the brand celebrates its 300th anniversary, alongside the 50th anniversary of the Rörstrand Museum in Lidköping. The milestone will be marked with a year-long program of exhibitions and events, launching on June 13. Foto: Tina Stafrén/imagebank.sweden.se (Download 

    24 new places to stay in Sweden highlight a shift toward nature-led travel

    From off-grid cabins to coastal lighthouses and small-scale countryside hotels, Sweden is expanding how travelers experience its landscapes. In 2026, the Swedish Tourist Association (STF) will add 24 new accommodations across the country, reflecting growing demand for travel that combines access to nature with local culture and a slower pace.  Högbondens Lighthouse, High Coast A former lighthouse keeper’s residence overlooking the Baltic Sea on Sweden’s High Coast, a UNESCO World Heritage site known for its dramatic coastal landscape. Photo: Högbondens Fyr / STF (Download (

    Coolcation is heating up as American travelers turn to Sweden for summer relief

    A growing number of American travelers are trading extreme heat for something far more appealing: a cooler, more balanced summer. Sweden is emerging as a leading “coolcation” destination—offering long daylight hours, accessible nature, and mild seasonal temperatures. Photo: Markus Holm/Visit Sweden (Download ) Coolcation is heating up as American travelers turn to Sweden for summer relief A “coolcation” refers to travel to destinations with milder summer climates, where heat

    Branching out in Harads – Treehotel´s new suite

    Treehotel in Arctic Sweden is evolving its iconic architecture with the launch of its newest suite, Oasis. Opening this August, the project marks a shift from soaring treetop structures to a design that nestles organically into the pine forest landscape. Photo: Treehotel/Naden-Lind (Download )   For years, Treehotel has been synonymous with gravity-defying architecture in the Swedish woods. Its latest addition, designed by architects Nadén & Lind, takes a slightly more

    Take the scenic route: This Arctic Highway leads straight to a bird´s nest.

    This summer, the road to world-class contemporary art doesn't lead to London, New York or Paris, but to Granö, a small village in Arctic Sweden, where the journey involves a serene river and the accommodation, a bird's nest. Photo Credits: Crowned by foreign fate – Máret Ánne Sara / Treehouse Bird´s Nest - Bea Holmberg/imagebank.sweden.se   Following an acclaimed international tour through the USA, Canada, and Norway, the exhibition Arctic Highways  has officially reached its final destination. It is now a permanent

    Midsummer magic and the grand opening of Junibacken at Astrid Lindgren’s World

    As the days grow longer and the Swedish landscape begins to bloom, preparations are underway for the country’s most cherished tradition: Midsummer. While the world knows Sweden for its flower crowns and dancing frogs, 2026 offers fresh perspectives on this "unofficial national day," including a major opening in Småland and a historic gem in Sörmland. Midsummer flower crown. Photo: Alexander Hall/imagebank.sweden.se (download )   A New "Junibacken" Opens for Midsummer Just in

    Coolcation 2026: Sweden sees rising demand as UK travellers seek cooler summers

    In 2026, more and more holidaymakers will be drawn to places where summer is refreshing instead of exhausting. Thus, Coolcation is becoming more and more popular – and Sweden remains the coolest choice. Photo: Markus Holm/Visit Sweden (Download )   Travel behaviour continues to change – away from hot destinations and towards pleasant temperatures. Condé Nast Traveler counted Coolcation as one of the most important developments in tourism as early as 2024. As each year becomes

    Sweden’s Most Soothing TV Phenomenon Returns: The Great Moose Migration is Back

    Latest News: The Great Moose Migration Starts EarlierBroadcasts begin on Saturday, April 18 at 12:00 AM CET on SVT Play, with the live chat opening at 8:00 AM CET on SVT Play and in the Duo app.From 22 April to 8 May 2026, Sweden invites the world to slow down and tune into one of its most spellbinding natural spectacles: the annual moose migration, broadcast live . A cornerstone of the ‘Slow TV’ movement, this raw and unscripted event attracts millions of global viewers seeking a moment of peace and a deeper connection with the wild.[

    Uppsala launches IQ Tourism where curiosity becomes the destination

    Uppsala becomes the first destination to launch IQ Tourism, a new travel concept designed around curiosity, learning, and personal development rather than traditional sightseeing. Photo: IQ Tourist in Uppsala (Download ) A memorial stone for an event that never happened. A perfumery crafting scents like literary stories. A cinnamon bun rooted in scientific legacy. In Uppsala, travel shifts from checking boxes to connecting ideas. Just 40 minutes from Stockholm, one of Europe’s oldest university cities is

    US travel to Sweden up 58% since 2019

    New data shows off-season travel driving continued growth New figures released today by the Swedish Agency for Economic and Regional Growth show that travel from the United States to Sweden continues to surge, with guest nights up 58% in 2025 compared to pre-pandemic levels in 2019. Source: The Swedish Agency for Economic and Regional Growth The data confirms the US as one of Sweden’s strongest long-haul markets, with a clear shift toward more consistent, year-round travel patterns. The vast majority of American visitors - 96.5% - stay in hotels, underlining the

    Sweden builds momentum in Nordic dining

    Sweden is strengthening its position in the Nordics’ increasingly competitive fine dining scene, according to Austrian guide Falstaff’s latest ranking of 1,900 restaurants across the Nordics and Baltics. Photo: Seafood Gastro by Gustaf Björlinn (Download ) Nine restaurants across the region received the maximum score of 100 points—three in Sweden: Aira  and Frantzén  in Stockholm, and Vyn  on the southern coast in Skåne.

    Swedish island beats San Francisco, film shows

    Travellers now have an opportunity to discover island life by getting their own Swedish island No electricity. No cars. And a grand total of 150 inhabitants – in the summer only. The island of Rödlöga, way out in the archipelago north of Stockholm, provides a sharp contrast to the city and area of San Francisco in the US, which, for its part, bustles with several million people in the metropolitan area.Yet the chef of a successful bakery chain leaves behind the Bay Area for Rödlöga: to save the local café, which also serves as a social and economic lifeline for the small island community.

    Sweden’s green stars

    Freshly-picked berries. Trout from the stream just out the door, or moose hunted in the nearby forest: Many Swedish chefs across the country make a point of cooking with what comes from surrounding nature. The commitment to local and seasonal produce has earned seven restaurants in Sweden a Michelin Green Star. Ahead of this year’s revelations of Michelin stars for Nordic restaurants on 1 June, here’s a special look at Sweden’s green stars.A hotel restaurant in an old manor house about half an hour from Gothenburg stood in the limelight of the 2025 Michelin Stars for the Nordics: Signum (

    Where history meets future: witnessing transformation in northern Sweden

    Dioxin, quicksilver, arsenic – only some of the toxic substances that the timber industry left behind over some 100 years in the Scharins area of otherwise beautiful Ursviken, just outside the northern Swedish city of Skellefteå, But May 2026 will see the unveiling of what decade-long efforts to decontaminate and revitalise the site by the Skellefte river have achieved.[En bild som visar Pc-spel, utomhus, skärmbild, Strategispel AI-genererat innehåll kan vara felaktigt.] Visualisation: Bigert & Bergström  (no download, alternative download

    Quiet self-confidence: new online presence for southern Sweden’s vineyards

    It is a matter of course that food and drinks served at the Nobel banquet are world-class. The banquet, after all, celebrates the world’s outstanding achievements in different scientific fields as well as literature and peace. It therefore stands to reason that laureates gathered in Stockholm’s town hall on December 10 will be served only outstanding dishes and wines.[En bild som visar person, klädsel, person, inomhus AI-genererat innehåll kan vara felaktigt.] What gets served at the Nobel banquet is a matter of national attention. Credits: Dan Lepp/Nobel Prize Outreach (Download 

    New 170 km cycle path starting from Gothenburg along trails and low-trafficked roads

    The small flowers blossoming in violet that grow along the new path give it its name: ‘ljung’ is the Swedish word for heather. When it officially opens for cyclists in May, the 170-kilometre-long Ljungleden path will connect Sweden’s second biggest city, Gothenburg, with the town of Falköping to the northwest.[En bild som visar utomhus, gräs, träd, växt AI-genererat innehåll kan vara felaktigt.] Credits: Amplifyphoto/westsweden.com (Download )   As perfect for day trips as for longer cycling holidays, the Ljungleden path

    Travel + Leisure Names Stockholm Archipelago’s New National Park a Global Vision Honoree

    Nämdöskärgården National Park, located in the Stockholm Archipelago, has been named a 2026 Global Vision Honoree by Travel + Leisure, recognizing destinations shaping a more sustainable future for travel.  Photo: Henrik Trygg, Stockholm Archipelago (Download ) Located on Sweden’s Baltic Sea coast about an hour from Stockholm, Nämdöskärgården National Park protects a vast marine archipelago landscape while opening new opportunities for responsible nature-based tourism. Officially inaugurated in 2025, the national park spans more

    Gothenburg’s New Restaurants and Culinary Experiences 2026

    Gothenburg continues to strengthen its position as one of the Nordic region’s most dynamic food cities in 2026. During the first months of the year alone, around 20 new restaurants will open, sustainability initiatives will be launched, and Exo – the highest-located restaurant in the Nordics – will open its doors. Here are some of the most exciting food events and restaurant openings of the year.NEW Restaurants & Cafés Food Events More new restaurants and earlier openings   Up left: Capricci. Up right: Sway. Down left: Feskekörkan. Down right: Exo at Karlatornet.

    With most islands in the world, Sweden offers five to travelers

    New initiative invites travelers to win one of Sweden’s 267,000 islands for a yearWith over 267,000 islands, Sweden has more islands than any other country on Earth. Islands defined by calm, rest, clean air and restorative nature—large or small, set in the sea or emerging from a lake. With a rethinking of what luxury means, Sweden is now offering five of them for free - not for sale, but to use and care for during a year.   [Your Swedish Island. Credits: Hannes Krantz/Visit Sweden]   Credits: Hannes Krantz/Visit Sweden (Download 

    A Swedish Valentine Weekend: Castles, chocolates, and tying the knot

    Swedes may not be romantic, yet Sweden can absolutely be the perfect destination for a Valentine’s Day weekend! Castles and manor houses provide a wonderfully romantic setting, and the lakes and forests around them offer just the right degree of seclusion from the world around.Near Gothenburg About a half hour by car from Gothenburg’s airport, the manor house Aspenäs Herrgård  offers it all: a manor dating back to the 16[th] century, with the nearby lake and forest as just the right backdrop for some romantic pictures, good food – and not to forget an

    All downhill on a bewitching Easter

    Let’s call it downhill skiing, simply because technically, alpine skiing implies it takes place in the Alps. Be that as it may, Sweden’s downhill ski resorts offer powder snow and stunning views all the same. And on Easter, let’s not forget the perk that comes with longer days and light!Sunny after-ski-sessions aside, Easter is also a family affair with egg hunting and special meals. In Sweden, the traditional Easter meal tends to include – just like the traditional Christmas meal – several variations of herring. Even the popular Christmas soft drink called Julmust gets re-labelled as ‘

    New restaurants for two of Sweden’s well-known chefs

    It was in northern Sweden that Magnus Nilsson earned himself two Michelin stars at restaurant Fäviken. But he left the restaurant in 2019 to spend more time with his family. Now, he is onto his next endeavour in southern Sweden.Furuhem, a former boarding school for future housekeepers, is a hotel as much as it is a restaurant. While the restaurant sneak opened late last autumn, using fruit and produce from orchards and gardens nearby, the hotel is taking in guests from March (without any intention of furthering the boarders’ housekeeping skills). [Furuhem.jpg] Photo: via @

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