Sweden's many attractions range from the Arctic wilderness of the far north to urban fashion shows, archipelago sailing, woodland hikes, great shopping and inspiring architecture from centuries-old cathedrals and medieval cities to cutting-edge modernist monuments. See itinerary ideas
Nature holidays are undoubtedly Sweden's biggest draw. At the top of many visitors' wish list is untouched Lapland, offering experiences like the midnight sun and the Northern Lights accompanied by a near-mystical silence. Pristine woodlands are a short hop from any of the major cities.
The stunning capital of Stockholm is sprawled across 14 islands. A third of the city is water and another third is park and woodland. Its rich cultural heritage includes the narrow streets and alleyways of the Old Town (Gamla Stan) and the striking waterfront National Art Museum. The city is a global centre of dynamic design, edgy fashion and innovative cuisine.
On the opposite coast Sweden's second city Gothenburg, a grand port city founded in 1621 and designed by the Dutch, is dominated by neoclassical architecture, elegant squares, broad avenues and pretty canalside walks. It attracts visitors to a range of international events including the Gothenburg Film Festival and the Way Out West music festival.
Cosmopolitan Malmö in the far south, linked to the Danish capital Copenhagen via the Öresund Bridge (of TV fame), has a compact medieval centre surrounded by a canal, and a growing reputation as a lively multicultural, student-friendly ecotown with a thriving beach scene - a far cry from its recent shipbuilding past.
The large southeast island states of Gotland and Öland are among Sweden's oldest settlements. Visby on Gotland is one of the best-preserved medieval cities in the world, while Hoburgen Rock on Gotland and Ottenby at the southern tip of Öland are spectacular birdwatching spots.
Sweden is one of the most egalitarian countries in the world in terms of income distribution, with one of the lowest levels of poverty. Swedes pay high taxes to maintain their prized social welfare system - and by and large are pleased to reap the benefits including cheap healthcare, universal childcare and education, clean streets, low unemployment and secure pensions.
The key to the perfect winter holidays in Sweden is booking early. Many of the most popular highlights such as the ICEHOTEL sell out months in advance, while many of the best places are small, intimate and fill up fast. We recommend you get in touch as soon as you are interested, so we can ensure you can book your perfect holiday.