Discover Sweden

Sweden is a Scandinavian country of forests, lakes, archipelagos and cities shaped by water. That combination gives the country a recognisable character and makes it interesting both for first-time visitors and for travellers returning to explore another region.

Some of the most memorable names on a travel map of Sweden are Stockholm, Gothenburg, Gotland, Swedish Lapland and the west coast. Visiting them also opens the door to nearby villages, landscapes and local experiences beyond the main attractions.

For visitors, island ferries, forests, design, wooden towns and northern wilderness are an important part of what makes Sweden distinctive. They connect the better-known destinations with the everyday landscapes and traditions found between them.

This variety makes it possible to build a journey around both famous places and quieter regional experiences. Mixing the two often gives a fuller sense of the country than following only the headline attractions.

A fridge magnet featuring the flag of Sweden makes a simple souvenir for travellers who want to remember the destination as a whole. It can also complement magnets from individual places visited during the same journey.