Destination Sweden

What is our story?

Sweden, a destination of a different nature: The Swedish way of life, with the country's distinctive approach to people and nature at the forefront.

In Sweden, we do things our way. Our country is unique, largely due to our progressive approach and our relationship with and care for nature. These attitudes and customs have shaped the Swedish way of life as much our long, dark and cold winters, endlessly bright summer days, rivers, deep, lake-studded forests and the natural areas you'll find even in the very centres of our cities. All this, along with our positive take on democracy and openness, has shaped us. In Sweden, we like to think in new and different ways, approaching the individual, society and the planet in a more conscious way.

Welcome to Sweden, a destination of a different nature.