DESTINATION SWEDEN

Nature. Culture. Innovation.

Sweden is a destination where innovation meets tradition, and nature complements urban sophistication. From the northern lights of Swedish Lapland to the archipelagos of the south, Sweden offers a diverse array of experiences for MICE professionals seeking to create exceptional events.

OVERVIEW

Sweden is renowned for its blend of natural beauty, modern design, and a commitment to sustainability. Whether you’re hosting a small VIP gathering or a large-scale conference, Sweden provides venues and experiences that cater to all needs, combining high quality with unforgettable cultural and outdoor experiences.

What comes to mind when you hear of Sweden? Ikea, Abba, Volvo, Spotify, Nobel? Sweden is home to world-famous brands, but beyond the icons lies a country of stunning landscapes and vibrant cities. Heading north, for those seeking unique and adventurous settings, Swedish Lapland offers opportunities to witness the Northern Lights, engage in winter sports, and experience indigenous Sami culture.

Rolling south, miles of pine and birch forests give way to Stockholm, the capital situated on 14 islands at the Baltic Sea, often called the ‘Capital of Scandinavia’. The city boasts unique venues like the Swedish Warship Vasa and the Golden Hall in Stockholm City Hall, where the Nobel Prize banquet is held. The city offers both the beauty of the water and nearby archipelago, alongside modern urban life with cafés, Nordic cuisine, and luxury shopping.

Further south, the vibrant coastal cities of Gothenburg and Malmö offer a mix of cultural experiences and innovative venues. Malmö is only a 30–40-minute crossing away (via the Öresund Bridge) from Copenhagen, making multi-destination programs seamless.

EXPERIENCES

Sweden offers a plethora of experience and activities that can be tailored to corporate groups:

• Northern Lights spotting: Experience the aurora borealis in Swedish Lapland, a truly mesmerizing natural phenomenon.
• Archipelago cruises: Explore Stockholm’s 24,000 islands by private boat or kayak.
• Cultural immersion: Participate in traditional Swedish activities like Midsummer celebrations, crayfish parties, and ‘fika’ (coffee breaks).
• Unique venues: Host events in distinctive locations such as the Swedish Warship Vasa or the Golden Hall in Stockholm City Hall.
• Sustainable Experiences: Engage in eco-friendly activities like forest bathing, foraging, and staying in eco-certified accommodations.

ACTIVITIES

• Boat/kayak/steam ferry in the archipelago (works well for incentives or team outings).
• Rooftop walking: View the skyline of beautiful Stockholm from 46 meters above the ground, whilst safely secured to one of the city’s rooftops (unique, safe, exciting activity, ideal for groups).
• Hot air balloon ride (premium, but usually for smaller VIP groups of 10-20 people).
• Nobel Prize dinner in the Golden Hall Stockholm City Hall (prestigious, once-in-a-lifetime experience).
• Midsummer festivities: Celebrate Midsummer with traditional songs, maypoles, aquavit, and flowers in your hair (authentic cultural immersion, group activity).
• Private cocktails at the Vasa warship (exclusive, unique setting).
• Nordic Noir tour (Stieg Larsson) (ideal for themed incentive programs where visitors visit locations featured in his novels).
• Forest + lake + sauna + crayfish party (authentic Nordic lifestyle, excellent for team bonding).

GROUP PROFILE & CAPACITY

Sweden caters to a wide range of group sizes and types:

• Small groups: Intimate gatherings, executive retreats, and incentive trips.
• Medium to Large Groups: Conferences, seminars, and exhibitions.
• Unique experiences: Tailored activities like rooftop walks in Stockholm, hot air balloon rides, and private cruises.

ACCOMMODATION & VENUES

Sweden offers a diverse range of accommodations and venues:

• Stockholm offers a wide variety of hotels, starting with the classic Grand Hotel and the stylish Nobis Hotel – both well deserving of their 5-star ratings. Numerous boutique and design hotels are scattered throughout the city, including Hotel Rival, owned by Abba.
• Stockholm’s archipelago islands also feature charming accommodations such as Hotel J. Conference facilities range from Stockholm’s Waterfront Congress Centre, accommodating up to 3,000 delegates, and the City Conference Centre with 50 conference rooms, to more unique venues like Nacka Strandmässan and München Brewery, both former industrial buildings rich in history and ambiance.

BEST TIME TO VISIT

Stockholm’s peak season runs from April to October, the warmer months of the year. The Christmas period is also a popular time to visit, when Christmas markets light up the city in The Old Town and Skansen. The optimal time to visit Sweden depends on the desired experience:

• Summer: Ideal for outdoor activities, archipelago cruises, and experiencing the midnight sun.
• Autumn: Perfect for experiencing the Northern Lights and enjoying autumn foliage.
• Winter: Offers opportunities for winter sports, Northern Lights viewing, and cultural experiences.
• Spring: A quieter time with blooming landscapes and fewer tourists, suitable for conferences.

Note: Times to avoid are the Midsummer weekend (around June 19-21) when the city shuts down, and The Nobel Prize week in early December, when accommodation is fully booked.

EVENTS

May – Stockholm Archipelago Fair
July – Stockholm Jazz Festival

SWEDISH CLIMATE

Although Sweden’s winter and summer temperature differences are extreme, the country generally enjoys a temperate climate, thanks to the Gulf Stream. From mild southern shores to Arctic northern landscapes, Sweden’s climate offers diverse experiences throughout the year.

SUSTAINABILITY & INNOVATION

Sweden is committed to sustainability and innovation:

• Eco-certified venues: Many hotels and conference centers adhere to strict environmental standards.
• Sustainable transportation: Options include electric fjord boats, hybrid buses, and bicycles.
• Local cuisine: Emphasis on locally sourced, seasonal menus and farm-to-table dining experiences.
• Digital initiatives: Use of digital materials, reusable décor, and carbon offset programs in event planning.

GETTING THERE

Sweden is well-connected internationally.

International airports and connections to major cities: Stockholm Arlanda (ARN), Gothenburg Landvetter (GOT), and Malmö Airport (MMX).
UK – Sweden Direct flights to and from London, Manchester, Bristol and Edinburgh to Stockholm Arlanda Airport are generally around 2hr 25 min, with over 20 flights leaving daily from London and direct flights leaving from Scotland on a daily basis.