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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
    http://www.visitsweden.com
  • 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
    http://www.visitsweden.com

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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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    Swedish Red Cottage Flies To The Moon - Historic Launch On 15 January

    At exactly 01:11 AM on 15 January local time (UTC -5), a little piece of Sweden will boldly go where no red cottage has gone before. History is about to be made as the Swedish MoonHouse takes off from Kennedy Space Center in Florida. The mastermind behind this cosmic escapade? Swedish artist Mikael Genberg, who cheekily admits, “It only took 25 years.” Turns out, turning a whimsical idea into lunar reality is no small feat. [A house on the moon Description automatically generated] Credit: The MoonHouse Computer rendered, The MoonHouse sitting on the lunar surface looking toward Earth (

    ICEHOTEL 35: An Iconic Landmark of Art, Adventure, and Arctic Magic

    Photo cred: WHOOPS WRONG ROOM!!, AnnaSofia Mååg, ICEHOTEL 35, ICE KILN, Jaeyual Lee & Daeho Lee, ICEHOTEL 35, Ceremony Hall: Gaia's Bloom, Lisa Lindqvist & Kate Munro, photo Asaf Kliger, ICEHOTEL. (Download )  This year, December 13th is doubly special—not only marking the beloved Lucia Day but also celebrating the opening of ICEHOTEL 35 in Jukkasjärvi, a world-famous destination now in its 35th year of blending ephemeral art with Arctic experiences.Called “ridiculously cool” by TimeOut 

    Kiruna: Gateway to Sweden´s Arctic Wonders and Sámi Heritage Now More Accessible

    SAS Launches Direct Route Between Copenhagen and Kiruna To meet the growing demand for Arctic and winter tourism, SAS will introduce a direct flight between Copenhagen and Kiruna, starting 12 December 2024. With direct flights daily from London Heathrow, this fascinating destination has never been so accessible, allowing British travellers to access Kiruna’s unique winter attractions and 2029´s European Capital of Culture .[A person standing on a snowy hill with a tripod and a green

    Sweden Survey Reveals Craziest Travel Mishaps

    8% of Travellers Admit Ending Up in the Wrong DestinationMuch like the iconic mix-ups in the beloved Christmas film Home Alone 2: Lost in New York, where characters hilariously find themselves in the wrong places, some travellers have shared their own tales of finding themselves unintentionally at the wrong destination. As we approach the holiday season, these anecdotes serve as both cautionary and comical reminders to double-check those travel details! [A person pulling a sled with reindeer Description automatically generated] Check where you´re going: the original reindeer rajd

    Sweden 2025 – A Year Of Exciting Travel News Ahead

    [A building on stilts in water Description automatically generated] The new Landskrona Cold Bathing House. Photo: magazinA Architects to download .  With Sweden continuing to capture the imagination of travelers worldwide, 2025 promises an array of new openings, events, and experiences. From innovative hotels and inspiring cultural attractions to exciting new restaurants, there has never been a better time to visit. Notably, more and more Americans

    Sweden Becomes First Country in the World to Apply for Trademark

    The application comes as Visit Sweden looks to Prevent Travel Mix-Ups Among Tourists Stockholm, Sweden – November 12, 2024 - Sweden is making a bold (and slightly cheeky) move to trademark its name, putting an end to travel mix-ups. The home of cinnamon rolls and fika 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 and is calling on people around the world to support its application via an online petition 

    Why Sweden´s Popularity is Rising as a Premium Winter Destination

    Recent trends show that Sweden is becoming increasingly popular among winter travelers, especially from the UK, Denmark, Germany, and the Netherlands. With experiences like chasing the Northern Lights, dog sledding through snowy landscapes, and world-class skiing, Sweden attracts winter enthusiasts from around the globe. The country’s unique mix of soft adventures and thrilling activities makes it a standout winter destination. Credits: Anna Öhlund/imagebank.sweden.se (Download )

    Sweden’s Stockholm Archipelago Makes National Geographic’s "Best of the World” List for 2025"

    National Geographic’s Global Editorial Teams recognizes Sweden and Stockholm as a top travel destination by profiling Stockholm Archipelago Among 25 Top Destinations to Inspire Travelers Next Trip Photo: Roger Borgelid, Stockholm Archipelago National Geographic today unveiled its annual list of the 25 awe-inspiring places to help travelers get a jump on planning for the year ahead. This year’s BEST OF THE WORLD list  includes both surprising up-and-coming destinations and timeless locations that have

    Sweden – THE dream destination for sleep tourism

    With its long winter nights, cool temperatures, clean air and soothing nature, Sweden is one of the best places in the world to enjoy an unrivalled sleep experience. Here, Nordic wellbeing naturally combines with the growing popularity of sleep tourism. Let’s dive into some 'Swede dreams'. Photo: Bea Holmberg/imagebank.sweden.se (Download )   As far as travel trends go, wellness holidays are part of the current zeitgeist – and increasingly so. According

    Discover the Magic of a Swedish Christmas

    London, UK – 14th October 2024 – Christmas in Sweden is a celebration steeped in tradition, warmth, and togetherness. From cosy gatherings around candle-lit windows to indulging in the festive julbord (Christmas buffet), Swedish Christmas traditions offer a unique and enchanting way to celebrate the season. This year, embrace the Swedish spirit by learning how to celebrate Jul (Christmas) like a Swede and exploring the best places to experience these traditions, both in Sweden and here in the UK. Credit: Helena Wahlman/imagebank.sweden.se (Download 

    10 Unforgettable Stays in Sweden: From UFOs to Ice Hotels

    Ever dreamed of spending the night inside a giant moose, mushroom, or UFO? From treehouses and underwater hotels to savanna stays, Sweden offers a variety of accommodations that provide more than just a place to rest. Photo: Norrqvarn (Download ) Here are ten must-try accommodations for your next Swedish adventure: 1. Sleep Inside a Giant MooseAt Wrågården Elk Park near Falköping (West Sweden), you can spend the night in a massive wooden lodge shaped like a moose. Designed by Sören

    Stockholm Named Europe’s Friendliest City and #2 Best City in 2024

    In the 2024 Condé Nast Traveller Readers' Choice Awards the Swedish capital claimed the top spot as “The Friendliest City in Europe” and ranked an impressive #2 as one of the “Best Cities in Europe.”[A city with a river and a bridge Description automatically generated] Photo: Björn Olin, Image Bank Sweden(Download ) Thousands of readers participated in this year’s Condé Nast Traveller Readers' Choice Awards , and their votes placed Stockholm at the

    Sweden’s Sweetest Tradition: 10 million Eaten on Cinnamon Bun Day!

    Who would have thought that 18 days of the Swedish calendar are dedicated to celebrating specific pastries? Among them, October 4th stands out as perhaps the most fragrant day of the year, as Swedes come together to honour their beloved cinnamon bun. But who came up with this delightful tradition? And just how many cinnamon buns do Swedes actually consume? Photo: Susanne Walström/imagebank.sweden.se (Download)  Sweden takes pride in celebrating its rich food culture, and October 4th, known as Cinnamon Bun Day or Kanelbullens

    Increased connectivity to Scandinavia with new Delta and SAS codeshare – Sweden more accessible than ever

    An enhanced Delta-SAS Partnership expands North American travelers' access to Sweden and Scandinavia as SAS joins SkyTeam. A new codeshare agreement and an improved partnership between Delta and SAS will boost connectivity between North America and Scandinavia, offering customers a wider choice and making it easier than ever to visit Sweden.[The tail of an airplane in the sky Description automatically generated] Photo: Delta Air Lines SAS  (Scandinavian Airlines) and Delta Air Lines  signed a codeshare agreement effective September 25,

    24 Gothenburg Fall News: From Gourmet Eats to Hard Rock Beats

    As fall settles in, Sweden’s second-largest city comes alive with a vibrant mix of new restaurants, exhibitions, and performing arts premieres. Adding to the buzz, a brand-new gaming festival is set to launch. True to its reputation, Gothenburg will also play host to several upcoming hard rock concerts, further cementing its title as Sweden's hard rock capital. Check out twenty-four of the season's must-see highlights.[A person and child in garment Description automatically generated] Photo: Charlie and the Chocolate Factory, The Göteborg Opera, Lennart Sjöberg/Muhammed Ali

    Swedish Wine on the Rise: Triumphs at European Competition

    Swedish vineyards are impressing with top-quality wines. This was confirmed at the recently held The Swedish Wine Tasting event, where international wine experts sampled some of Europe's finest wines, with a Swedish wine receiving the highest rating. For those eager to explore Sweden's growing wine production firsthand, here are seven vineyards worth visiting.[A long path between rows of green plants Description automatically generated] Photo: Jerker Andersson/imagebank.sweden.se While Sweden hasn't historically been known for winemaking, the country's varied landscapes now host a

    Success when Malmö Welcomes the World Premiere of “Joyride the Musical” – A Tribute to Roxette

    Malmö Opera in Sweden is hosting the world premiere of Joyride the Musical, a new feel-good production paying tribute to the timeless music of Swedish pop legends Roxette. Photo:  Jonas Persson (Download )  The musical takes audiences on a joyful, humorous journey filled with powerful ballads and stunning performances. Since its debut on September 6, the show has received rave reviews from both audiences and critics. Of the 100,000 available tickets, 90,000 have already been sold, with a significant portion

    New Direct Flights from London to Sweden’s Ski Slopes and Winter Holiday Paradise

    London, 9th September 2024 – Scandinavian Mountains Airport is excited to announce new direct flight routes from London, offering British travellers seamless access to Sweden’s top ski and winter holiday resorts. For the 2025 season, Scandinavian Airlines (SAS) will introduce flights from London Heathrow (LHR), while for the 2025/26 season Crystal Ski Holidays, part of TUI Group, will operate flights from London Gatwick (LGW) to Scandinavian Mountains Airport. Photo: Niklas Wahlström (Download 

    Historic Green Corridor on the Baltic Sea: A Milestone for Sustainable Maritime Transport

    A significant step towards sustainable maritime transport is set to take place on the Baltic Sea, as emissions on ferry traffic between Stockholm and Turku will be slashed by 90% through the exclusive use of liquefied biogas (LBG) for one week, from August 29 to September 4. This initiative, launching on Baltic Sea Day, heralds the creation of the first green shipping corridor between Sweden and Finland. Photo: M/S Viking Grace, Viking Line The creation of a “green sea corridor” between Stockholm and Turku is a collaborative effort between Viking Line, operating scheduled ferry-

    Sweden's Smelliest Season: Surströmming and Crayfish Craze

    Sweden in August, the air is rich with tradition, laughter, and... well, a very distinct smell. If you've ever chuckled at a 'stinky fish challenge' on social media, brace yourself for the real deal: Sweden's fermented herring, or 'surströmming'. This savory delicacy isn't just about the odor; it's a beloved tradition sure to make your trip unforgettable. Photo: Anna Hållams/imagebank.sweden.se (download ) Surströmming: A smelly sensationSurströmming 

    Browse in style and save sustainably on your holiday in Sweden

    A guide to Sweden´s second-hand and ´Loppis´ cultureSwedish cities are home to cool, independent shops and some of the world's best second-hand and retro stores. This guide helps visitors navigate Sweden's diverse second-hand culture and explains what the many "Loppis" signs on Sweden's country roads are all about. Sweden is firmly anchored in second-hand shopping culture with numerous opportunities to browse for pre-owned items - be it vintage clothing, designer handbags or mid-century home accessories. According to Svensk Handel, second-hand sales are growing by 1.5 billion SEK (approx.

    New Bothnian Coastal Route - between sky and sea

    The Bothnian Coastal Route stretches between sea and sky along the northernmost coasts of the Baltic Sea. Two countries border the Bay of Bothnia high up in the north, which merge on a road trip into this adventurous, arctic destination. Photo: Bothnian Coastal Route (Download)  At the heart of the Nordic coastal region lies the Bay of Bothnia, a wide, shallow and northernmost inlet of the Baltic Sea. The name is related to the Swedish name for this part of the Baltic Sea, Bottenhavet (Bottom Sea). Here, at the point where the sea

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