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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

Spa & wellness

8 spectacular saunas in Sweden – a hot and cold experience like no other

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Spa hotels and resorts are located all over Sweden, with access to wellness and beauty treatments. Saunas are often publically located to enjoy.

Four people in bathrobes walk towards the pink, crystal-shaped Crystal Sauna on the waterfront under a cloudy sky.

Vier Leute in Bademänteln gehen unter bewölktem Himmel auf die rosa, kristallförmige Crystal Sauna am Wasser zu.

Crystal Sauna, Skellefteå

Vier mensen in badjassen lopen onder een bewolkte hemel richting de roze, kristalvormige Crystal Sauna aan de waterkant.

Imagine stepping out of a steaming hot sauna, your skin tingling with warmth, only to plunge into an ice-cold lake or sea. This contrast of heat and cold is the essence of Swedish sauna culture – a rejuvenating ritual that invigorates both body and mind.

8 spectacular saunas in Sweden

Two empty lounge chairs in front of a window looking out at the ocean by Bohuslän province.

Gullmarstrand Hotel

Swedish massage

The Swedish massage is perhaps the best-known massage treatment in the world.

A person with a white towel is entering a wooden hut.

Kukkolaforsen, Haparanda

Une personne portant une serviette blanche entre dans une cabane en bois.

Iemand met een witte handdoek loopt een houten hut binnen.

Nordic Nirvana – experience Swedish spa resorts and sauna rituals

Swedish wellness and spa culture is rooted in tradition, dating back to the fifth century. Emphasising holistic balance, relaxation and well-being, it’s something even the pillaging Vikings enjoyed.Today, many Swedish spa hotels and spa resorts offering a wide range of saunas and treatments are perfectly located in beautiful areas of the Swedish countryside.

Two people relaxing in a wood-fired outdoor bathtub in a forest, with lanterns placed around them and smoke rising from the stove.

Zwei Menschen entspannen sich in einer holzbeheizten Freiluftbadewanne im Wald, umgeben von Laternen, während Rauch aus dem Ofen aufsteigt.

Silva Spa, Forest Hotel Wing

Deux personnes se détendant dans un bain extérieur chauffé au feu de bois, au milieu d'une forêt, entourées de lanternes, tandis que la fumée s'échappe du poêle.

Silva Spa, Hôtel Trakt Forest

Twee mensen die zich ontspannen in een met hout gestookt buitenbad in een bos, met lantaarns rondom hen en rook die uit de kachel opstijgt.

Silva Spa, Trakt Forest Hotel

Viking wellness in Sweden – a centuries-old way of feeling good

Hot and cold bathing, meals cooked over open fires and time spent close to nature – Viking wellness is one of 2026’s most talked-about travel trends. In Sweden, these rituals have long been a natural part of life, passed down from generation to generation.

Viking wellness: a centuries-old way of feeling good

Eine Person liegt in einer Hängematte in einem Wald in Schweden.

Erholung pur

Une femme est allongée dans un hamac au bord d'un lac.

Détente

Een vrouw ligt in een hangmat bij een meer.

Ontspannen

Relaxing

'Swede dreams' – discover Scandinavia's secrets to restful nights

The concepts of Nordic wellness and sleep tourism are gathering momentum. Sweden—with its natural darkness, cool temperatures, clean air, and zen–inducing nature—offers some of the world's best sleep experiences. Let’s dive into some 'Swede dreams'.

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

West Sweden – an outdoor adventurer’s paradise

Public sauna built from recycled materials in Frihamnen harbour, Gothenburg.

Public sauna in Frihamnen

The Sauna in Frihamnen, Gothenburg

Cool down in the pool or heat up in the sauna in Frihamnen, Gothenburg, as you witness how the former industrial port is transformed into one of the hippest areas on the West Coast.

Gothenburg – Sweden’s vibrant west coast city

Bohuslän – a gem on the idyllic west coast of Sweden

Småland – as Swedish as it gets

Öland – from Swedish royalty to nature's majesty

Gotland – where Viking-era history meets unique natural scenery

Skåne – a coastal county steeped in history

Malmö – a city of contrasts and an international melting pot

Östergötland

Västergötland – a province in West Sweden

Halland – a coastal haven for foodies and nature lovers alike

Blekinge – a small county with great archipelago adventures

Dalsland – a province in West Sweden

Spa and wellness tourism in Sweden

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

Spa & wellness

General

8 spectacular saunas in Sweden

Swedish massage

Nordic Nirvana – experience Swedish spa resorts and sauna rituals

Viking wellness: a centuries-old way of feeling good

'Swede dreams' – discover Scandinavia's secrets to restful nights

Gothenburg – Sweden’s vibrant west coast city

The Sauna in Frihamnen, Gothenburg

What people often wonder

What are the benefits of Swedish sauna culture?

What are the health benefits of Swedish sauna culture?

What is the Solar Egg sauna in Kiruna known for?