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Visit Sweden Newsroom

Visit Sweden is a marketing company for the tourist destination Sweden, owned by the Swedish government. We communicate to attract tourists to Sweden via our own digital channels and earned publicity in relevant press. Visit Sweden does not work with public tourist information nor with destination or product development. Visit Sweden is not an authority nor an guvernement administration office.

Latest News
Apr 29, 2026

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...

Apr 29, 2026

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...

Apr 29, 2026

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”...

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