Visit Sweden UK

The latest news from VisitSweden this WTM

Press Release   •   Nov 16, 2011 17:52 GMT

Come visit us at the VisitSweden stand at EM140B

(7-10 November 2011) With new innovate restaurants as well as fabulous hotels and a new airline route popping up over the next few months, Sweden has a lot to offer British visitors.

Sweden, a growing culinary nation

Sweden is undergoing a food revolution. Earlier this year, Stockholm based restaurant Frantzén / Lindeberg was named ‘The One to Watch’ by The World’s 50 Best Restaurants, whilst the world’s best sommelier Andreas Larsson is based at PM & Vänner in Växjö. These accolades are a testament to the importance of food in Swedish culture, complementing the healthy, active nature of the people and bringing together families and friends.

In the past few months, Stockholm has seen a restaurant boom with over 20 places opening - or about to open- in the capital. In addition, Sweden´s second largest city Gothenburg currently holds five Michelin star restaurants. There has also been an increase of Swedish food places opening in London and what´s more, Harrods is selling an exclusive range of Swedish products up until Christmas 2011

Sweden – land of the creative

Swedish design is appreciated all over the world and Wallpaper* magazine recently included Sweden in its top list for the very first time. The Swedish article, spread across eight pages in the November issue, includes a sourdough hotel, multicultural fashion designers and Stockholm’s new generation of estate agents who are reinventing the industry.

New exclusive product: Northern light flight

Spaceport Sweden has collaborated with the ICEHOTEL, Kiruna Airport and Scandinavian Airlink to launch an exclusive space tourism flight that will allow clients to get an even closer look at the magical and mythical northern lights. The premier flight takes place on the 15th January 2012 and there will then be three more flights on the 5th, 12th and 19th of February.

New route from London to the south Sweden

Sweden´s third largest city, Malmö in Skåne (, is set to become even more popular with UK tourists this winter, thanks to the launch of the Ryanair direct route from the UK. Ryanair ( is launching a flight from London Stansted every day from 2 November, and is expected to run the route year-round.

Popular Shellfish Journeys in West Sweden

The shellfish in West Sweden, including lobster and oysters, are among the best in the world. The renowned Shellfish Journey - an event across the west coast - has been bigger than ever this year, extended from two weeks to a month and a half (from 26 September to 6 November 2011).

New exciting winter packages

Swedish Lapland has often been called Europe’s last wilderness and the relatively unknown area of Luleå has now become more well-known since the opening of the Tree Hotel last year. Luleå has a population of about 73,000 and is a city of contrast with icy cold winters and beautifully warm summers, meaning visitors can bask on the vast archipelago in the summer months and try out some extreme winter sports in the colder months. There are now new winter packages available, including ice breaker adventure and dog sledging. Visit 

Millennium fever continues

As the Hollywood release of The Girl With The Dragon Tattoo hits the UK cinemas on December 26 this year fans can delve further into Steig Larsson’s world with a guided tour of historical Stockholm taking in the key points of reference from his book, or buy the Millennium map from the city museum. For more information about Millennium activities in the capital, visit .

New Aquavit museum opens in May 2012

The new Historical Museum of Spirits will host The Absolut Art Collection, featuring works by artists including Andy Warhol and Damien Hirst. The museum opens in May 2012 on Djurgården in Stockholm

New hotel in Gothenburg

Gothenburg’s exciting new Clarion Hotel Post is well underway, with its doors officially set to open on 26 January 2012. The listed former Post Office from the 1920s is being beautifully restored and extended into a sleek 500-bedroom hotel. Designed by the international architects Magnus Månsson of Semrén and Månsson and Erik Nissen Johansen of Stylt Trampoli, the hotel will retain its original awe-inspiring grand hall and high ceilings. It will also boast a trendy rooftop pool and the top-class ‘Norda Grill & Bar’ restaurant, to be managed by the famous Gothenburg-born chef Marcus Samuelsson. Visit or .

VisitSweden is a communications company that works to promote the brand of Sweden and the Swedish destinations and experiences internationally.