Sweden: A twice-in-a-lifetime experience

Sweden is a land where opposites meet in the most spectacular ways. From the crisp, snowy forests in the north to the rolling farmlands in the south. From the vast, lake-studded provinces of the west to the rugged archipelagos of the east. From the bustling cities by the waterfronts to the remote landscapes of the inland. No matter where you go, Sweden offers an ever-changing backdrop.

But perhaps the most striking contrast of all is the shifting of the seasons. A destination that wows you in one season can amaze you even more in another, offering a completely different experience. If you’ve dived into a tranquil Swedish lake in summer, imagine the thrill of walking across that same water when it’s frozen solid in winter. If you’ve been lucky enough to witness a majestic moose in a full rut with towering antlers in autumn, then seeing the spectacular courtship dance of a thousand cranes in spring will be a suitable follow-up. If you’ve been captivated by the Northern Lights, wait until you experience the golden daylight of the Midnight Sun.

One country, countless adventures

Even Sweden’s indigenous Sámi people, who have lived in harmony with nature for centuries, believe four seasons aren’t enough to describe its changes—they use eight.

With such dramatic seasonal transformations, each visit to Sweden feels like discovering a new destination, making it a place worth returning to time and again. And the numbers prove it—travellers who have already been here are even more eager to return than those just considering a visit. In fact, 89% of American travellers who have visited Sweden want to return – and among British travellers, that number is a whopping 92%.*

9 destinations—18 experiences

Here are a few examples of what you can discover depending on when you visit—from vibrant spring awakenings to the serene beauty of autumn. Travelling beyond the typical high season doesn’t just mean finding a rarer, more unique side of Sweden—it’s also a brilliant way to get more value for your money. And best of all? You get to experience something your friends haven’t. The same place, a different world. One destination, countless adventures. So, will you return to Sweden for round two, or are you just getting started?

Northern Lights & Midnight Sun (winter/summer)

Swedish Lapland is home to some of the most spectacular natural wonders. In winter, the Northern Lights dance across the sky, and there are many ways to experience this celestial show—by dog sled, snowmobile, or even on a guided street food tour.

In summer, when the sun never sets inside the Arctic Circle, the possibilities for adventure are endless. Play golf at midnight in Haparanda, take on a Midnight Sun triathlon in Gällivare, or hike through the Laponia World Heritage Site, where expansive nature and ancient Sámi culture intertwine. The real challenge isn’t falling asleep—it’s finding time for it.

One train ride, two different adventures (spring/autumn)

What better way to witness the changing seasons than from the comfort of a scenic train journey? Sweden’s legendary Inlandsbanan railway stretches 1,200 kilometres from Kristinehamn through Östersund and up to Gällivare. As you ride through forests, lakes, and mountains, you might spot reindeer grazing in the wild.

For an extra memorable trip, take the Wilderness Train (Vildmarkståget), which runs on select dates. It offers vintage carriages and a guided journey through stunning landscapes. In spring, experience Walpurgis Night bonfires and walks along the King’s Trail. In autumn, witness the golden tundra and explore several UNESCO World Heritage Sites.

Ski slopes & mountain biking (winter/summer)

Do you love the adrenaline rush of carving through fresh powder? Sweden boasts over 100 ski resorts, with options ranging from thrilling off-piste adventures to family-friendly slopes, city-close skiing, and budget-friendly smaller gems. In short, there's an ideal resort for every skier.

But when the snow melts, Sweden’s ski resorts reveal a whole new side as more and more destinations invest in their summer offerings and transform the mountains into a playground for adventure seekers. Åre, home to Scandinavia’s largest downhill bike park, continues to expand its network of trails, offering fantastic mountain biking opportunities alongside activities like trail running and paragliding. Sälen, meanwhile, offers family-friendly downhill cycling, trail biking, cross-country biking and even a mountain coaster for outdoor lovers of all ages.

Stockholm in bloom & and in cosy mode (spring/autumn)

Stockholm is a city bursting with life in spring. As the days grow longer, locals flock to the streets, wrapping themselves in blankets at outdoor cafés, sipping wine, and soaking up the sun. The cherry trees in Kungsträdgården bloom in soft pink, while Walpurgis Night bonfires blaze to welcome the arrival of spring. Culturally, the season starts with The Spring Salon at Liljevalchs in February, setting the tone for a vibrant art scene that continues with Stockholm Cultural Night in April and Stockholm Art Week in May.

In autumn, a different charm takes over as the cosy season begins, and locals meet up at cafés to enjoy Sweden’s beloved cinnamon bun, which even has its dedicated day. Stockholm Jazz Festival in October and Stockholm International Film Festival in November set the tone for an atmospheric season. Decorative lights brighten the streets, while the city’s historic cemeteries glow with candlelight on All Saints’ Day, creating a warm and inviting atmosphere. Autumn in Stockholm is a time to slow down, embrace the city's cosy charm, and experience its rich cultural heartbeat.

Lake adventures year-round (summer/winter)

Sweden’s landscape is dotted with over 100,000 lakes, providing countless opportunities for outdoor adventures. In summer, kayaking, wild swimming, and fishing are a natural part of life. The long, bright days make it perfect for paddling across mirror-like waters or taking a refreshing dip in a secluded lake.

In winter, these same lakes transform into a frozen playground. Try ice skating on natural rinks, take a traditional ice bath followed by a sauna, or experience the peacefulness of ice fishing. At places like Lake Tavelsjö in Västerbotten, groomed skating tracks make for a magical winter excursion.

30,000 cranes dancing & moose roaring (spring/autumn)

Nearly 30,000 cranes descend upon Lake Hornborgasjön in West Sweden every spring, transforming the area into a vibrant spectacle of movement and sound. Their mesmerising mating dance draws birdwatchers worldwide, making this one of Europe’s most famous birdwatching sites. Another lesser-known crane hotspot is Stora Mosse National Park in Småland, where cranes nest in late spring, building their nests on the park’s wet marshlands, laying eggs, and raising their young.

In autumn, a truly majestic and much larger creature takes centre stage—the moose. With roughly 30,000 moose roaming the forests of Småland, the region is one of the best places to witness these majestic animals. During the rutting season, bull moose stands tall with their towering antlers on display, their deep calls echoing through the autumn forests. Visit Wrågården in West Sweden or one of Småland’s many moose parks, like Virum or Skullaryd, for a closer look at Sweden’s most iconic wildlife.

Gothenburg’s festivals & winter wonderland (summer/winter)

Each summer, Gothenburg becomes a magnet for music lovers, drawing visitors from near and far. International artists perform at Ullevi Stadium, Scandinavia’s largest arena, and the three-day Way Out West festival in August turns Slottsskogen Park into a vibrant music and culture hub. Liseberg amusement park sets the stage for live music all summer, with bands and artists performing several days a week. From open-air concerts to intimate gigs, Gothenburg is alive with music throughout the season.

When the last notes of summer concerts have faded, and winter makes its entrance, Gothenburg transforms into a glowing Christmas city. Millions of twinkling lights illuminate the streets, and Liseberg amusement park becomes a winter wonderland. The town is filled with charming Christmas markets, offering everything from handcrafted gifts to seasonal delicacies. Restaurants serve traditional Swedish 'julbord' buffets, and those looking to experience live music in a festive setting should book a Lucia concert for an unforgettable winter experience.

Blooming landscapes & harvest markets (spring/autumn)

Spring is a feast for the eyes as the fertile landscapes of southern Sweden burst into colour. In March, ‘vitsippor’ (wood anemones) carpet the forests, followed by apple trees blooming in soft pink and white in April, and finally, fields of rapeseed transforming the countryside into a sea of yellow in May.

Come autumn, it's all about taste—a time to celebrate nature’s harvest. Markets overflow with seasonal delights, from crisp apples at the Kivik Apple Market Festival in September-October to pumpkins at Öland’s Harvest Festival in September. In Blekinge, the Farm Shop Tour in September offers a chance to savour fresh, locally produced ingredients—from freshly harvested root vegetables to smoked fish.

Gotland’s high energy & quiet beauty (summer/winter)

Gotland is Sweden’s ultimate summer island, buzzing with beachgoers, lively festivals, and medieval markets in Visby. Sun-drenched beaches, charming cafés, and vibrant nightlife make it the go-to destination for summer adventure—it's the very definition of easy, carefree fun.

In winter, the island takes on a completely different character—raw, quiet, and serene. Walk through the cobbled streets of snow-covered Visby, feel the power of the winds along the cliffs, and embrace the chance to truly feel small in the vast emptiness of the landscape. Return home, not exhausted from partying but invigorated with energy from the raw nature. It’s a side of Gotland few get to see, but those who do never forget.

No matter when you visit, Sweden always has a new side to discover. The question isn’t whether you should return—but when.

*Survey conducted by Visit Sweden/YouGov between April and June 2024. The online interviews were conducted with 1,000 global travellers in selected regions of the United Kingdom and 1,000 global travellers in selected areas of the United States.

Among global travellers, 89% in Britain and 88% in the USA are interested in visiting Sweden. Among British travellers who have previously visited Sweden, 92% are interested in returning, while 89% of American travellers who have been to Sweden would like to visit again.