Contact us

Cookies and analytics

To make this site work properly, to measure visitor traffic and to optimise content this site uses cookies. To get full functionality of the website, such as videomaterial, maps and bookmarks, we recommend to accept all cookies. You can change your cookie settings at any time from the cookie icon at the left bottom corner.

Personal Data Policy

Accessibility statement

This website is run by Visit Sweden. We want as many people as possible to be able to use this website, and this document describes how visitsweden.com complies with the accessibility regulations, any known accessibility issues and how you can report problems so that we can fix them.

Our current and previous campaigns

Our mission is to inspire the world to discover Sweden. Through smart, creative marketing, we build a positive image of Sweden that sparks curiosity and drives interest in travel. Our marketing campaigns are designed to reach broad international audiences and showcase Sweden as a destination of a different nature.

Our campaigns

Freshly baked cinnamon buns

Swedish kitchen

Sign up for our newsletter

Swedish kitchen is also recognized for traditional dishes like the famous Swedish meatballs and the infamous fermented herring, called ‘surströmming’.

Three people are standing by a service counter in a food hall talking to a salesperson.

Food market hall, Dalarna

4 Swedish dishes you must try

Food classics that are as Swedish as ABBA and IKEA.

4 lesser-known delicious dishes you must try

Gros plan sur un semla fraîchement cuisiné.

Semla fraîchement cuisiné

Een gebakje met room en een lepel poedersuiker ernaast.

Versgebakken semla

Freshly baked semla

The Swedish Semla

'Semla' in singular form or 'semlor' in plural – (and let's face it, any decent bun lover will always have at least two so call them semlor) are doughy balls of sin, oozing a slathericious almond and cardamom paste with lashings and lashings of vanilla-whipped cream atop.

All you need to know about the Swedish Semla

A table is set with a plate of meatballs, mashed potatoes, brown gravy and lingonberry jam next to a glass and fork.

Sur la table, une assiette de boulettes de viande, de purée de pommes de terre, de sauce brune et de confiture d'airelles est disposée à côté d'un verre et d'une fourchette.

Les boulettes de viande suédoises

Een tafel is gedekt met een bord gehaktballetjes, aardappelpuree, bruine jus en vossenbessenjam naast een glas en vork.

Zweedse gehaktballen

Swedish meatballs

The best Swedish meatballs and where to get them

No dish is more typically Swedish than meatballs. Learn more about the meatball phenomenon and where to get the best Swedish meatballs in Stockholm, Gothenburg and Malmö.

A woman is serving strawberry cake to some children sitting at an outside table. Some of the kids have Midsummer flower wreaths in their hair.

Midsummer Celebration

4 sweet treats you must try

4 Swedish sweet treats you must try

Wanderer genießen eine Fika im Freien. Sie sitzen im Grünen und trinken aus Holzbechern ein Heißgetränk und essen Zimtschnecken.

Fika im Freien

Fika en plein air

Drie personen zitten op de grond in een bos en drinken koffie uit een thermos.

Outdoor fika

Fika like a Swede

Fika – the social Swedish coffee break – is a cherished tradition and a cornerstone of daily life in Sweden.

Fika like a Swede – all you need to know

Zimtscnecken

Cinnamon buns

Cinnamon buns and where to get the best ones

Cinnamon buns are the best-loved pastry among the pastry-loving Swedes. Sweet and moreish, they are also an important feature of the Swedish &#x27;fika&#x27;.

Dosen mit dem fermentierten Fisch stehen auf einem Regal in einer Fischerhütte; am Regal hängen Angelköder.

Gegorener Hering

Gefermenteerde haring

Fermented herring

Fermented herring ('surströmming')

Never has rotten fish smelled so bad but tasted so good.

'Surströmming' – the fermented herring that Swedes love

Zimtschnecken mit Milch

Kaneelbroodjes met melk

Cinnamon buns with milk

Local legends: A bite-sized guide to Sweden’s best-loved classics

Sweden’s ‘local legends’ aren’t just famous dishes. They’re flavours tied to a place, a season, a memory – the kind most Swedes grow up with. Ready to taste your way in? Here’s your shortcut to the best-loved national classics, and a chance to experience Sweden the way locals do.

Sieben Arten von schwedischen Keksen liegen auf mehreren Tellern verteilt.

Sieben Arten von schwedischen Keksen

Een paar borden met zeven soorten kleine koekjes en koffiekopjes.

Zeven soorten Zweedse koekjes

Seven kinds of Swedish cookies

Seven types of cookies – the Swedish custom is a delicious history

Swedish fika – the coffee-and-cake tradition – has many strands to it. Its predecessor ‘kafferep’ – complete with seven kinds of Swedish cookies – is enjoying a revival and can easily be recreated at home.

Arctic Sweden – a culture-rich natural wonderland

Västerbotten – a hotspot for unforgettable nature experiences

Jämtland Härjedalen – a twin province of majestic landscapes

Hälsingland – a province of cultural heritage and scenic beauty

Gästrikland – a peaceful province by the Baltic Sea

Ångermanland

Medelpad – a province on the northeast coast

Norrbotten – the far northeast of Sweden

Dalarna – a miniature Sweden rich in nature and culture

Värmland  – a lake-rich haven of natural beauty

Uppland – where Swedish history comes to life

Stockholm – a capital built on islands and ideas

Västmanland – magnificent nature and history close to Stockholm

Sörmland – a pleasure garden studded with castles

Närke – an inland province of culture

Gothenburg – Sweden’s vibrant west coast city

Gotland – where Viking-era history meets unique natural scenery

Småland – as Swedish as it gets

Malmö – a city of contrasts and an international melting pot

Skåne – a coastal county steeped in history

West Sweden – an outdoor adventurer’s paradise

Bohuslän – a gem on the idyllic west coast of Sweden

Östergötland

Västergötland – a province in West Sweden

Öland – from Swedish royalty to nature's majesty

Halland – a coastal haven for foodies and nature lovers alike

Blekinge – a small county with great archipelago adventures

Dalsland – a province in West Sweden

The Swedish kitchen includes a range of tasty treats – from the cinnamon bun to the ‘semla’.

Want to plan your holiday based on your interests? Select activities of choice or explore Sweden geographically.