Copyright: Carl Tronders/unsplash


Sweden is the shimmering pearl of northern Europe, from the sunny Baltic coast of the Blekinge region to the dazzling arctic landscapes of Sápmi, or Lapland, in the north. Anywhere you go you are sure to spot at least one or two of the Scandinavian country’s typical pretty red cottages ('stuga'). Stockholm, the capital, is alive with hip cafés and trend-setting inhabitants, while Gothenburg is its pleasant and easy-going sibling on the west coast. With almost three quarters of Sweden covered in vegetation, it is by far the most forested country in Europe. This, along with the incredibly high number of lakes and the fact that it is the country with most islands in the entire world, accounts for the attractiveness of Sweden as a travel destination. And Swedes know how to make the most of the natural gifts they are so lucky to have been blessed with. ‘Allemansrätten’ is the right every person in Sweden has to make temporary use of every inch of public and private land in the country for recreational purposes. This gives visitors and locals the freedom to respectfully and responsibly roam around and discover every single corner of this northern beauty.
Öland Copyright: Carl Tronders/unsplash


Welcome to Sweden's smallest province, and an island of grand adventures. Here, the best things in life don't cost a penny — the distinctive natural landscapes are free for all to enjoy. With over 300 kilometres of coastline, countless beaches, more than 75 nature reserves, the expansive Stora Alvaret, and the World Heritage-listed agricultural landscape of Southern Öland, there's no shortage of natural wonders. An added bonus is the 28 different species of orchids that flourish across the island. Welcomed to Öland!
Västervik Copyright: Imfoto/Shutterstock


In northeastern Småland, expansive forests meet Tjust archipelago's rugged cliffs and at the same time, its lush islands. Västervik is a destination of contrasts, where the possibilities for diverse experiences and activities are vast.
Säfsen Resort Copyright: Säfsen Resort

Säfsen Resort

In the scenic southwestern Dalarna, Säfsen Resort emerges as a year-round haven of experiences: from a fully-equipped ski facility in winter to exhilarating downhill biking and wilderness adventures in summer, spring and autumn. Säfsen offers a plethora of activities and adventures for the whole family. Additionally, the Säfsen Mountain Bike Park attracts both elite downhill and mountain bikers. The resort is conveniently located just 130 km from Örebro, 270 km from Stockholm, and 340 km from Gothenburg.
Varberg Copyright: Visit Varberg


The old health resort tradition in Varberg has been refined over the years, and is nowadays a way of life for both residents and visitors. All the essentials for a good quality of life are available here to tailor the treatments that make you feel good. These treatments consist of a massage therapy, a visit to the cold bath house or seaweed baths. Others prefer a windsurfing board, a stroll along the beach promenade around Varberg Fortress or a forest excursion to Åkulla Beech Forests.
Höga Kusten Copyright: Marcus Sjöberg, Friluftsbyn / Höga Kusten

Höga Kusten

Far up in northern Europe is a place where 20,000 years nature's forces have shaped a dramatic landscape with the world's highest coastline. Mountains plunging straight into the depths of the sea in a way that leaves you breathless. Here, you will get to experience the real, unexploited, and genuine Sweden. Bold visitors can try fermented herring and climbing, but the High Coast of Sweden on the Gulf of Bothnia is more about harmony than adrenaline. Through endless opportunities to be active in nature with your loved ones, you will regain the strength to return to your urban, busy everyday life.
Uppsala Copyright: 12019/Pixabay


Just a mere 38-minute journey from Stockholm, Uppsala is a city that dances between the beats of urban vibrancy and the soothing rhythm of a tranquil town. The city unfolds its rich history through iconic landmarks such as Uppsala Cathedral and Uppsala Castle. It’s also home to Scandinavia's oldest university and engaging museums offering glimpses into bygone eras. A dynamic fusion of tradition and modernity, Uppsala invites travellers to savour the seamless coexistence of the old and the new in this lively tapestry of cultural significance.
Västerås Copyright: © Clifford Shirley, Västerås & Co / Visit Västerås


Nestled along the shores of Lake Mälaren, Västerås is a vibrant blend of rich history, modern innovation, and scenic beauty. Its medieval heritage is evident in well-preserved landmarks, including its ancient burial mounds. Seamlessly fusing historical charm with a contemporary vibe, Västerås offers visitors diverse cultural attractions, dynamic events, and a thriving culinary scene. Whether exploring ancient sites, enjoying city life, or embracing the tranquillity of its natural surroundings, Västerås captivates with a multifaceted allure.
Jönköping Copyright: Andrei Nekrassov/Shutterstock.com


Nature has been wonderfully generous with Jönköping and has dotted it with beautiful small lakes, rolling wooded hills, meadows, wetlands, and last but not least, a kilometre-long beach in the town centre. Perfectly situated between Sweden's major metropolises, the city thrives as a hub for both business and leisure. With warm hospitality and natural wonders, Jönköping promises a unique blend of scenic beauty and urban charm.
Vimmerby Copyright: Astrid Lindgrens Värld/Vimmerby Tourist office


Renowned as the beloved hometown of Astrid Lindgren, the celebrated author of Pippi Longstocking, Vimmerby invites visitors to explore its enchanting streets, dotted with historic architecture and surrounded by the lush landscapes of Småland. Beyond its literary connections, the town offers a variety of experiences, from vibrant markets to charming cafés, making it a perfect destination for those seeking a blend of cultural immersion and natural beauty.
Karlstad Copyright: Imfoto/Shutterstock.com


Karlstad is a wonderfully compact Swedish city, built on a grid pattern with wide, tree-lined streets, avenues, promenades, and squares. Karlstad has a "big city" feel, with many quality hotels and other accommodation options, with the advantage that the city’s many attractions are just a short walk away: shopping streets, malls and arcades, culture, historical sites, urban nature activities, parks, transport, and amenities. Don’t forget that this is child-friendly Sweden and children are welcome everywhere in Karlstad.
Umeå Copyright: JordanDinchev/Shutterstock.com


Umeå, known as the City of Birches, isn't just about high-quality culture. It's home to some of Northern Sweden's finest dining establishments, where the delicacies of the Norrland cuisine are served with remarkable precision. Add to this a plethora of outdoor activities, and it becomes clear why, among others, tens of thousands of students find Umeå so appealing.
Kiruna Copyright: hessianmercenary/Shutterstock.com


Just 250 kilometres north of the polar circle, the summer sun shines for almost two months without going down, while the polar nights offer the most intense Northern Lights that can be seen. In Kiruna, the northernmost city in Sweden, you can go slalom skiing until midsummer or spend the night in a magnificent hotel built from ice. The phrase "kingdom of contrasts" is overused, but Kiruna truly embodies it.
Blekinge Copyright: Visit Blekinge


Discover Blekinge, Sweden's southeastern gem! Known for its archipelagos, lakes, and forests, it's a haven for nature lovers. Historic towns like Karlskrona, and Ronneby offer unique heritage and UNESCO-listed architecture. Explore Blekinge's diverse landscapes and cultural treasures. Welcome to Sweden's smallest county, brimming with adventure!
Kungsbacka Copyright: Anna Rehnberg/Kungsbacka Kommun


Kungsbacka is situated in the heart of the West Coast, just 20 minutes south of Gothenburg. With great sights, fine shopping, lovely nature and 80 km of coast with attractive beaches, Kungsbacka has something for everyone. Kungsbacka has been repeatedly recognized as Sweden's most pleasant shopping destinations. At Hede Fashion Outlet, you'll find well-known brands at bargain prices. The cosy city centre hosts a market on the first Thursday of every month. The Kungsbacka River winds through the town and flows into the fjord. Across the fjord, right by the sea, lies Tjolöholm Castle, Sweden's only Tudor-style castle.
The Kingdom of Crystal Copyright: Glasriket AB

The Kingdom of Crystal

Over a million visitors flock to the Kingdom of Crystal each year, an area spanning Kronoberg and Kalmar counties in Småland, within the municipalities of Emmaboda, Lessebo, Nybro, and Uppvidinge. Many return time and again, and it's easy to see why. Watching the glowing hot glass mass transform into delicate crystal or robust bowls is a spectacle that never grows old. Here, you can discover renowned glassworks and brands such as Orrefors, Kosta Boda, Skruf, Mats Jonasson Målerås, among others. Additionally, you can enjoy the best of Småland's nature, with its forests, lakes, stone walls, and a wealth of cultural experiences like Vilhelm Moberg's emigrant route.
Sundsvall Copyright: Peter van der Meulen/Unsplash


Sundsvall, a dynamic urban centre in northern Sweden, offers a unique blend of modern vibrancy and rich neo-Renaissance architectural charm. Encircled by lush forests and towering mountains, this city is a gateway to outdoor adventures. Its rejuvenated cityscape, highlighted by the striking stone architecture of Stenstaden, invites you to explore cultural richness, diverse cuisine and a thriving art scene. Sundsvall is a captivating destination for travellers seeking an authentic Swedish experience.
Örebro Copyright: Mikhail Markovskiy/Shutterstock.com


Örebro is an attractive city boasting well-preserved historic areas along the river Svartån. While the grand Vasa Castle gathers the majority of the attention for its historical significance, Örebro offers a dynamic mix of old-world charm and modern vibrancy. The city's architectural diversity, coupled with an array of entertainment venues, shops, and cafés, creates a lively urban atmosphere. Within a short distance from the city, natural wonders such as Lake Hjälmaren and Kilsbergen, “The Blue Mountains,” provide great outdoor experiences.
Gothenburg Copyright: Mauritius Martin/Shutterstock.com


The beauty of Gothenburg becomes apparent as you walk around the harbour and city centre and explore the different neighbourhoods that lend the area a pleasant and relaxing vibe. Countless cafés grace the street corners and world-class restaurants delight with expertly-prepared dishes showcasing the freshest ingredients. Gothenburg offers year-round excitement, with attractions such as the Liseberg amusement park, the renowned Göteborg Film Festival, and the acclaimed Way Out West music festival, ensuring there's always something extraordinary to discover and enjoy.
Luleå Copyright: Luleå Turistcenter & Visit Luleå


Luleå is the heart of northern Sweden, offering both the convenience of a large city and the charm of a small town. This city is a true winter wonderland with its sprawling white landscapes. And during the summer, it is a sun-soaked island city that consistently ranks high on sun-drenched destinations. Luleå offers a perfect blend of natural beauty and culture, shopping, and entertainment.
Halmstad Copyright: Destination Halmstad


Where the Nissan river meets the sea lies Halmstad — a delightful mix of vibrancy and small-town charm, salty beaches and tranquil fresh waters. Several beaches, besides the well-known Tylösand, line the four-mile coast. The city centre is cosy, where small shops intermingle with a charming café and restaurant scene. Halmstad boasts a varied and rich array of events for all ages, year-round. Art is ever-present, featuring works by, among others, Milles and Picasso. Whoever you are, whatever you want to do, Halmstad has the experience for you.
Stockholm Copyright: Oleksiy Mark/Shutterstock.com


Stockholm is a city of contrasts. Trends in music, design, fashion, and technology are born here. Hip bars and world-class restaurants are shoulder-to-shoulder with historical cafés and cosy neighbourhood pubs. Stockholm is simultaneously urban and close to nature, and water is an ever-present feature in this city where the lake and sea meet. The atmosphere is open, tolerant, and welcoming, and diversity and innovation are highly encouraged. Stockholm is a city for everyone.
Malmö Copyright: Vytautas Butkus/Unsplash


Sweden's third-largest city, Malmö, is a vibrant and multicultural destination. Here historical charm mingles with modern innovation and centuries-old architecture shares the stage with cutting-edge design. Discover world-class museums, cultural events, and find serenity amidst its abundant green spaces. Malmö’s commitment to sustainability permeates every facet of life, creating a harmonious coexistence between nature and urban innovation. Prepare to be captivated by the Scandinavian allure and warm hospitality of Malmö, a city that leaves an everlasting impression on every visitor.
Idre Copyright: Viktorishy/Shutterstock.com


For several months of the year, Idre is covered in winter snow and ice, which allows visitors to make the most of everything the cold season has to offer: from frozen lakes and snow-covered forests to cross-country trails, skiing slopes, and snowmobile trails. During summer, numerous outdoor activities are also possible. In-between adventures, you can recharge your batteries in one of Idre's picturesque restaurants, cafés and pubs.
Linköping Copyright: Visit Linköping


Discover Linköping - located on the stunning Östgöta Plains in the province of Östergötland. Are you itching to dive into the heat of city life, or is a relaxing country jaunt more to your taste? You don’t have to choose – all the culture and entertainment of Linköping is just minutes away from our amazing countryside of plains, lakes and canals. Go on a boat ride, wander the Östgöta Trail, go to the theater or have a bite to eat at one of the city’s many restaurants.
Östersund Copyright: Mr Thinktank/cc by-2.0/Flickr


In Östersund, you will enjoy life all year round. The crisp air, the bright, long summer nights, and the white winters with lots of snow make it easy to like not only the city of Östersund but also its surroundings. Home to historical treasures, such as the Frösö Church and Jamtli Museum, Östersund seamlessly marries tradition with modernity. With a bustling city centre, lively markets, and a plethora of outdoor activities, Östersund beckons visitors to experience its charm.
Lapland Copyright: Christoph Nolte/Unsplash


Wilderness and unspoiled scenery entice visitors to Swedish Lapland and provide breathtaking winter adventures, trips along rivers, and exhilarating hikes. Get to know the unique Sami culture and relax in the reindeer sleigh while watching the dazzling Northern Lights dance in the sky above. The national parks and seductive tastes of reindeer, trout, and arctic raspberries add colour to your holiday. Here you can discover the secrets of the mines and traditional marketplaces. In the summer, enjoy a sun that never wants to set.
Kalmar Copyright: Jörgen Tannerstedt / Kalmar Turistcenter


Kalmar is a captivating Swedish city, which seamlessly intertwines its rich history with contemporary charm. The iconic Kalmar Castle, a well-preserved Renaissance fortress, stands proudly alongside picturesque cobblestone streets. Museums beckon, markets pulse with life, and waterfronts whisper tales. Kalmar's allure extends beyond its borders, serving as a gateway to the enchanting Öland Island, making this city a delightful destination where history, culture, and natural beauty converge.
Ängelholm Copyright: Ängelholms Näringsliv AB


The idyllic coastal town of Ängelholm is a potters’ town with artistic creativity in abundance, stocked with art galleries, potteries and studios. In the centre of town, Hembygdsparken with its folk museum and mini zoo stocked with Scandinavian animals attracts visitors of all ages. Visit the exploratory railroad museum, Järnvägens Museum Ängelholm, and the Ängelholms Flygmuseum, dedicated to aviation, complete with a flight simulator.
Växjö Copyright: Växjö kommun


Växjö is the very heart of southeast Sweden – in the middle of Småland, in the middle of southern Sweden. There is a lot to see, experience and do here – unique shops and world-class restaurants. A thriving culture and art programme, an intimate café culture and several award-winning culinary eating-houses. If you would like to experience genuine Småland nature, take one of the many cycle and footpaths straight out into the forests! A kingdom of crystal is just around the corner, as is the kingdom of furniture. Welcome!
Karlskrona Copyright: Micke Olsson /Visit Karlskrona


Drop anchor in Karlskrona, the city founded in 1680, when Charles XI decided to build the country's new naval base here. 340 years later, the naval base remains, and the well-preserved architecture and city plan impressed Unesco, which gave Karlskrona World Heritage status in 1998. Wherever you go, you can see magnificent churches and squares, parade streets and fortifications that attract visitors from all over the world. All this on several islands in an archipelago that Unesco has designated as one of seven biosphere reserves in Sweden.
Åre Copyright: Julia Silvestrow Bagno/unsplash


A Swedish ski resort comparable with the mountain villages in the Alps, Åre has seen an increasing number of visitors every year. With a total piste length of 95 kilometres, around 100 descents, 40 lifts, almost 50 restaurants and over 30 bars and nightclubs, it is arguably Sweden’s number one ski resort.
Karlshamn Copyright: Per Pixel/Visit Karlshamn


Karlshamn is a lively and charming coastal town with a fascinating history and a stunning archipelago on its doorstep. If you enjoy fishing, here you’ll find some of the best salmon fishing stretches in the world. You could also go on a wildlife safari, explore and experiment with science, walk or cycle along the river Mörrum, or enjoy the party atmosphere at one of the largest and liveliest town festivals in Sweden. It’s hard not to have fun here.
Gotland Copyright: Region Gotland/Turistbyrån


There’s something very special about Gotland. It might be the light, the beaches and the ever present sea. The fact that the island is one of the sunniest places in Sweden – even in November – certainly helps. Or it could be the cultural heritage, the history you can see and feel everywhere. Or the people: down-to-earth, hospitable folk who make the most of life. Perhaps it’s the bustling street life in the walled city of Visby, or the scenery, the open and inviting landscape. You’re welcome to discover and explore this one-of-a-kind island.
Helsingborg Region Copyright: Mickael Tannus/Familjen Helsingborg

Helsingborg Region

Close your eyes. What do you see when you think about Skåne? Undulating fields of rapeseed, villages where the roads winds its way between half-timbered houses and long sandy beaches. If so, then you're quite right. But here in Northwest Skåne we have a little bit more of everything. There's drama here, too. Söderåsen features wild primeval forests and Kullaberg draws visitors who come to marvel at the precipices and caves.