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Photo: Linus Bergman/Visit Sweden

Sweden's Experience Guide

Get inspiration for new experiences in Sweden

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STF is an organization of committed people, who seek discoveries off the beaten track – in the deep forests and up the tall mountains. Also closer to home, through our network of local chapters. Our aim is for more people to experience adventures up and down the country.

As one of the country’s largest non-profit member organizations, we are deeply rooted in sustainable Swedish tourism. In part, our work is made possible by our 250 accommodations. And our work never ends. What is wonderful about Sweden is that there is always more to discover.

Brief facts – STF

Founded 1885 in uppsala.

From day one, STF has promoted tourism in Sweden by helping people to discover their country.

Has over 206,000 members

STF is a non-profit organization dedicated to sustainable tourism, based on Sweden's natural and cultural heritage.

250 places to stay

STF offers 250 hostels, hotels, guest houses, mountain stations and mountain cabins, from north to south.

Learn more about STF

Contact STF

This is a list of contact information for most of the departments within STF. Use the list to find the best person to help you.

Find answers to the most frequently asked questions.

The STF app

Log into the "STF " app to access your digital membership card. You can also search for and read about all STF accommodation and manage your bookings via a link.

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• Nature experiences
• 11 Road trip suggestions
• Seafood experiences
• West Sweden for families
• Cultural experiences

Inspiration

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• Hiking trails
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• The freedom to roam
• Meet the Locals

• Bed & breakfast
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• Guest houses
• Youth Hostels
• Castles and manor houses
• Quirky stays
• 72 Hour Cabin - Glass cabins
• Stays near cycle trails
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• Climate smart holidays

• Restaurants
• Gothenburg - The culinary city
• West Sweden's regional dishes
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• West Swedens regional dishes
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Meeting & Conference

• Venue Finder West Sweden
• Venue Finder Gothenburg
• Seafood Safaris
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Good to know

• Travel to and in Gothenburg and West Sweden
• Tour operators
• Accommodation

Destinations

• Bohuslän
• Västergötland
• Close to Gothenburg
• Visit a small town in West Sweden
• Islands and coastal communities
• Feel better in Dalsland

Travel to and in West Sweden

Discover West Sweden & Gothenburg

There are many well known places to visit in West Sweden, and even more you’ve not heard of yet, to discover. Go on an adventure holiday in Bohuslän, Dalsland, Västergötland and the city of Gothenburg. Find inspiring getaways and family breaks for food, outdoor adventures, culture and more.

Explore West Sweden and Gothenburg on foot.

Discover our region on two wheels.

Explore destinations close to Gothenburg

We’ve chosen eight destinations close to the city that are especially worth a visit. You can easily and quickly reach all of them with public transport.

Heard of places like Marstrand, Hönö, Gunnebo House & Gardens and Alingsås? 

Explore Sweden's second largest city and the surroundings

Explore the culture in West Sweden

Tour operators.

Book a tailor made holiday - it couldn't be more convenient. Let yourself be inspired by great travel offers from our partners. Here you'll find a selection of UK tour operators selling holidays to Gothenburg and West Sweden.

Climate-smart holidays

Did you know that you can have a sustainable holiday without compromising on the experience? It’s easy if you book a package with one of our recommended small scale family businesses, where everything is sustainable, from accommodation, food and activities to transport.

Green Traveller's climate smart holiday

Richard Hammond from Green Traveller visited West Sweden with writer Sarah Baxter, from The Guardian. Read about their climate smart holiday through our region.

Discover the region of contrast

West sweden.

• Everything in See & do
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Welcome to Stockholm

Preamble : An open city for different perspectives and new ideas. A vibrant destination where innovations in music, design, fashion and technology are born. A place for you.

Stockholm, where creativity thrives

Stockholm is a modern hub for tech, fashion, music, film, design, gaming, and food. A city offering exciting flavors and unique experiences.

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Find your way off the beaten path with personal guides and tips from the people living here.

Isabel Samolov

" I love having everything in Råsunda: nature, suburban houses, large residential areas, and commercial areas. "

Ben Robertson

" Stockholm isn't just a place to live well, it's a place to make a good life "

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Lindsey LaMont

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Pehr and Richard Hante

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Lillie Klefelt

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Alexander Eldblom Stefanidis

" I love Stockholm's open spaces and all its urban nature. "

Nataša Marijana

" The best thing about Stockholm nightlife is its mix of different people and styles of music. "

Innocent Mugenga

" I love collaborating on new ideas in a city that embraces innovation. "

Clara Nazhadeian

" I'd rather stand on a stage than sit in front of it "

Saadia Hussain

" Art is a human right. "

Jiasi Maciel

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Amani Othman

" As a lover of coffee I'm in the right place. "

Nick Harinos

" Stockholm is at the heart of innovation and progress. Dive in and absorb it! "

Lech Ignatowicz

" I get to enjoy a lot more time with my daughter than I would have been able to elsewhere. "

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Rachael Dixon

" Stepping out of your comfort zone to make contacts, professionally and privately is the key to enjoying life in this incredible city. "

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" Embrace Stockholm's nature and fika. "

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Have an eventful stay

Stockholm is bursting at the seams with great events. New concerts, exhibitions, festivals, shows, and guided tours every day mean that there's always something to explore.

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A diversity in great cuisine, green garden cafés in stockholm.

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Classic restaurants in stockholm, michelin restaurants in stockholm, traditional swedish food in stockholm, 14 great restaurants in the suburbs, a guide to the best burgers in town, 16 great lunches in stockholm, looking for more.

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Sweden or Switzerland? Swedish tourist board launches campaign to explain the difference

Every year, 120,000 people ask Google whether they are the same country.

Sweden’s tourist board has decided it is time to make it clear that the nation is not, in fact, the same country as Switzerland.

According to Visit Sweden, the two countries are constantly being mixed up.

To dispel confusion, the tourist board has launched a humorous new campaign.

Here’s how you can tell the difference between the two European countries.

Sweden launches video to show tourists it is not Switzerland

Visit Sweden’s campaign video is titled ‘Welcome to Sweden (not Switzerland)’ and was circulated on social media this week.

Each year, 120,000 people Google whether Sweden and Switzerland are the same country, according to news site SwissInfo.

A study conducted by Visit Sweden in the US found that half of the respondents were not sure if there was a difference between the two nations.

Even global leaders have made the blunder. During a NATO summit speech last year, US President Joe Biden erroneously referenced Switzerland while discussing Sweden’s bid to join the military alliance.

• Sweden's right-wing government says it will turn its back on plastic bag tax
• Swedish wine: How global warming is shifting Europe's vineyards northwards

In the satirical video, an official representative standing at a podium between two Swedish flags addresses the “leaders and citizens of Switzerland.”

She declares that it is time to make the distinction between the two nations clear by deciding “who talks about what.”

Switzerland can talk about mountain tops, yodelling and watches, for example, but Sweden has a communication monopoly over rooftop bars, silence and forgetting about time.

“As long as both tourism organisations stick to this division in all communication with the outside world, the confusion should come to an end,” Sweden proposes.

How is Sweden different from Switzerland?

To make the distinction clear between the two countries, Visit Sweden has also detailed some ways in which the two countries differ on their website.

While Switzerland has one of the world’s largest gold reserves, Sweden has ‘forest gold’. Each autumn, Swedes forage for Chantarelles, a type of mushroom with a gilded sheen.

If you like historic banks, head to Switzerland, but if you prefer strolling down beaches and sandbanks, you should visit Sweden, the tourist board says. Sweden has 48,000 kilometres of coastline and wild archipelagos that jut out into the Baltic sea.

• Looking to travel more sustainably? Sweden, Finland and Austria are the places to go to
• ‘Two cubic metres of oil’: Swedish coastguard rushing to clean up ferry fuel leak

In Switzerland, you can “enjoy some spectacular light shows made with projections and LEDs,” Visit Sweden says, but “in Sweden there’s no need for electricity to put on a show.” The Nordic country has its own natural spectacle - the Northern Lights .

Finally, the tourist board reminds visitors that while Switzerland is a country of “many interesting sounds” like yodelling and cowbells, Sweden is a place of peace and quiet where the soundscapes will help you “wind down and connect with nature.”

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Eco tourism in Sweden

Following Australia’s lead, Sweden was the second country in the world to introduce an eco tourism charter. The Swedish eco certificate Nature's Best will guide you to the best eco tourism experiences and accomodations in our beautiful country.

If you’re want to spot a moose, sleep in a tree hotel or try activities like paddling, dog sledding , climbing, horse riding or fishing, Sweden is the place to go. But with tourism comes responsibility. To make it easier to find eco friendly accommodations and activities, Sweden has developed an eco certificate called Nature's Best. When booking with certified companies, you can be sure that your visit will be sustainable for both nature and people.

Eco tourism with Nature's Best

Nature’s Best is Europe’s first eco tourism label that verifies ethical, high quality accommodations and tours run by eco certified tourism operators around the country. This means that if you book an accomodation or activity with one of the companies approved by Nature’s Best , you know that they have to adhere to a strict code of conduct, and that you make a positive contribution to the environment where your stay or activity is taking place. Nature's Best was developed in 2002 by travel associations, land owners, nature conservation associations, non-profit organisations, public authorities, tourist companies and institutions.

The eco tours and active holidays of Nature's Best are sustainable ways to responsibly enjoy Sweden’s great outdoors and to benefit the environment you're in. This favours local business, local people and their culture. The range of eco friendly activities on offer is amazing; dog sledding in the Arctic Circle, timber-rafting in Värmland, glamping in the High Coast, whale watching in Skåne, to name a few.

Reindeer encounter with Nutti Sámi Siida

Meet a reindeer and try reindeer sledding with Nutti Sámi Siida, a company approved by Nature's Best. Based in Swedish Lapland, they invite you to learn more about Sámi culture and lifestyle.

Photo : Anna Öhlund/imagebank.sweden.se

Geunja Sámi Eco Lodge, Swedish Lapland

Photo : Swedish Lapland

Dog sledding with Jokkmokksguiderna

Sápmi Nature Camp, Swedish Lapland.

Photo : Lennart Pittja/Sápmi Nature/imagebank.sweden.se

Check the label

Before booking a hotel in Sweden do yourself and the environment a favour by checking for Nordic Eco labelled hotels first. More than 250 hotels in Sweden meet this leading Nordic Eco label’s stringent requirements and are marked with the Swan label. If you're shopping in a Swedish supermarket or store, keep an eye out for KRAV organically produced foods. Food products bearing the KRAV label have been produced in an environmentally friendly and ethical way. You can  read more about The KRAV label here .

And while you're at it, skip the plastic bottled water while you’re here. There’s no ‘hey don’t drink the water’ in Sweden – the tap water is super clean and perfectly drinkable wherever you are. Bring your own bottle, fill it up at the hotel, or wherever you are staying, and enjoy. The good things in life are free.

Enjoy Sweden’s countryside

For the average Swede, few things are more sacred than spending time at one's summer cottage. There we relax, go for a bike ride, take a dip in a lake or the sea, or forage for wild berries and mushrooms in the forest.

Everyone in Sweden can enjoy these and many other nature activities in the countryside because of the Swedish 'Allemansrätten' – a unique right that makes Sweden stand out among other countries in the world. Allemansrätten, the Right of Public Access, or the freedom to roam . This precious law gives you the right to roam the countryside in Sweden in perfect peace and quiet, as long as you leave it the way you found it. This freedom to all nature is one of the main reasons to visit Sweden.

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Everything you need to know before your vacation in Sweden

Mar 4, 2022 • 8 min read

Driving around Sweden is efficient and scenic (if expensive) - just be aware of frequent speed cameras © Jeppe Gustafsson / Shutterstock

Most travelers encounter few difficulties in  Sweden , finding it a place that welcomes visitors from other countries. 

An easy country to travel in, Sweden has  well-functioning public transportation , a high level of safety and a population that for the most part speaks English very well. Still, there are certain things to be aware of that will help your trip go as smoothly as possible. Read on for things you should know before you travel, so that your Swedish experience will live up to expectations, and be one you’ll remember for all the right reasons.

Planning your trip to Sweden

Figure out where to lay your head.

If you want to get the best deals on accommodations in Sweden , you’ll need to book ahead, especially if you’re visiting at a busy time of year. Reliable hotel chains with hotels throughout Sweden include Scandic, Nordic Choice Hotels, Radisson and Best Western; there are also many independent hotels, some of them simpler properties with shared bathrooms, that may be worth considering if you want to save a bit of money. 

A diverse range of hostels provide some of the most budget-friendly accommodations in Sweden, often in very appealing locations. Be aware that hostel guests are often expected to bring their own bed linens or pay an extra fee to rent them. Sleeping bags are not permitted.

Sorry we’re closed: avoiding disappointment

While many attractions, restaurants and shops in major cities generally keep fairly consistent hours throughout the year, some tourist businesses, including sightseeing cruises and certain attractions, are more seasonal , with opening hours tailored to the traditional Swedish summer holiday period from Midsummer to mid-August.

On the flip side, some restaurants have been known to close for up to six weeks in summer while staff go on vacation. Many museums are open daily during the summer high season but switch to a six-day opening schedule in the off season, typically with Monday as the closed day. If you have your heart set on a particular activity or attraction, do your homework and check opening dates and times before booking your trip. 

Cash is not king

Sweden has been moving steadily away from cash for years, and the COVID-19 pandemic has only accelerated this already strong trend. While it’s helpful to carry some cash for emergencies, you can basically expect to rely on your credit or debit card for most transactions. Some places, including public transportation, no longer accept cash at all. If you have a contactless card, you can usually just tap it to pay, but if your card doesn’t have that option, you’ll generally need to be prepared to enter a PIN or show ID to complete your transaction. 

You can ride the rails without spending a fortune

Train tickets in Sweden are available in both first and second class, with prices varying between different departures, so book well in advance for the best selection. The website of the Swedish national railway company , SJ, lists fares for both its own trains and routes operated by regional partners throughout the country.

If you’re planning to do a lot of rail travel, an Interrail or Eurail train pass is a good way to save money. You can purchase a pass online (Interrail if you live in Europe; Eurail if you live elsewhere), but be sure to order with enough time to receive the pass before your departure. For many trains, you’ll need to book a seat or sleeping compartment separately if you are using a rail pass.

Take to the road and avoid speeding tickets

Sweden’s roads are safe, well-maintained and, more often than not, scenic , but renting a car is expensive, as is fuel. As in any destination, booking well in advance and comparing various rental agencies is essential to get the best rate. If you don’t need to pick up your car at an airport, consider local agencies or even Circle K gas stations, which rent out cars and may have lower rates.

As you’re driving around Sweden, keep a watchful eye out for blue signs with a white symbol of a video camera, which warn of speed cameras ahead. If you are caught speeding, the police will eventually track you down and send you a bill.

Etiquette in Sweden

Small talk, what’s that.

A saying goes that Swedes are great friends, but poor strangers. Swedes are generally helpful and welcoming to tourists, but you’ll rarely find them engaging in small talk with people they don’t know. For visitors from more gregarious cultures, it can feel strange or uncomfortable to be waiting at a bus stop with a group of people who are all ignoring each other, or having someone avoid eye contact as they pass you on the street. Don’t take it personally. If you’re in Sweden long term, seeking out clubs and activities around a common interest can help break the ice. Once you do, you’ll find most Swedes to be warm, loyal friends.

Don’t be early, don’t be late

If you’re scheduled to meet with someone or invited to a private home, the time listed is when you’re expected to arrive. What might be considered fashionably late in other cultures is considered rude in Sweden. Likewise, arriving early may be awkward for your host and should be avoided. It’s also considered good form to bring a host gift along the lines of flowers, a bottle of wine or a box of chocolates. If you choose to bring wine, you’ll need to pop into the nearest Systembolaget outlet: Sweden’s state-run liquor stores are the only places where you can buy beverages with more than 3.5-percent alcohol content. Note that all Systembolaget stores are closed on Sundays.

Dress up to go out, down for work

In many countries, people dress up for work and more casually to go out. In Sweden, it’s often the opposite. You’ll see business people in meetings wearing jeans and a blazer, with people dressed to the nines to go out for drinks or dinner. In general, smart-casual dress without ostentation will do fine in most situations. You must be 18 or older to order alcoholic drinks at bars and restaurants, but at least 20 to shop at Systembolaget.

To tip or not to tip: it’s okay either way

The custom of tipping is much less established in Sweden than in many other countries, so for the most part you can expect to pay pretty much whatever is on the bill. If you’re eating out, it’s common to round up to the nearest big number to show your server some appreciation; if you choose not to tip, you’re unlikely to offend. For taxi fares it’s courteous to add a few kronor to round up; if you’re traveling with luggage a bit extra is appreciated, though not expected. It’s not necessary to tip for housekeeping and other services at hotels.

Take a number: how to queue in Sweden

Whether you’re waiting at the bank, a ticket office or the supermarket deli counter, the first thing you should do is look around for a ticket machine. The majority of queues in Sweden operate on a number system, so take a ticket and find somewhere to wait where you can see the display that indicates when your number is up and which counter you should go to. Sometimes there’s more than one number sequence in play for different types of services, so if you see multiple options on the ticket machine and can’t figure out which one applies to you, it’s best to ask someone for assistance before you waste time waiting in the wrong queue.

Health and safety in Sweden

Stay safe in the urban jungle and the wild outdoors.

Sweden is a very safe country, but as in any destination you should keep a watchful eye on your belongings, as pickpocketing does occur. Make sure to store valuables in your hotel safe, if there is one, or keep them locked in your luggage while you’re out and about. If you’re staying in hostels, bring a padlock so you can store things safely in a locker. Be aware of your surroundings and try to stick to well-lit areas after dark. The chances of something bad happening are small, but it’s always best not to tempt fate.

If you’re heading into nature, make sure you’re adequately prepared – Sweden’s wild landscapes are gorgeous , but if something goes wrong, you may be a long way from help. Unless you’ve got wilderness experience, a guided tour is your best option for outdoor activities in remote areas.

Help, I need a doctor!

If you get sick or injured while in Sweden, never fear. The country’s healthcare system is top-notch, but figuring out how to access it as a visitor can be confusing. If you have a health insurance card from another European Economic Area (EEA) country, you’re eligible to receive care on the same terms as Swedes. If you’re from anywhere else, you’ll typically need to pay the full cost, so it’s important to have a decent travel insurance policy just in case.

If you need health care while in Sweden and are unsure of what to do, dial the national hotline 1177 for assistance. In case of an emergency requiring immediate attention, call 112.

Watch out! Two-wheeled hazards are everywhere

Sweden is a pedestrian-friendly country, but you’ll need to keep a sharp eye out for two-wheeled transport. Don’t jaywalk, and never step into a dedicated bike lane without first looking in both directions; if you do, you’re risking life and limb, since cars and cyclists won’t be prepared to stop. Watch your feet as well – in recent years, electric scooters have proliferated in cities and are often left haphazardly in places where they pose an obstacle to pedestrians.

You might also like: The very best things to do in Sweden: castles, canals and culinary delights The most unmissable places to visit in Sweden Sweden's most beautiful beaches: from sunbathing near the Arctic Circle to lakeside lounging

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Welcome to Malmö!

In Malmö there are no musts, only endless possibilities. Within walking distance, you’ll find a rich variety of events, family fun, culture, history and modern art, as well as lush parks and sandy beaches. Here, you may easily stroll from the city's shopping centre to the well preserved Renaissance castle and further out to the Western Harbour area, for a beautiful view of modern landmarks such as the majestic Øresund Bridge and the twisted skyscraper Turning Torso. In Malmö we share a love for good food and drink, meaning you will never find yourself far from a new taste experience.

Accommodation

About destinationssamverkan.

Destinationssamverkan Malmö AB (DSM) is a company whose board is comprised of representatives from the local hospitality industry and the local government.

In Malmö there are no musts, only endless possibilities. Within walking distance, you’ll find a rich variety of events, family fun, culture, history and modern art, as well as lush parks and sandy beaches. Here, you may easily stroll from the city’s shopping centre to the well preserved Renaissance castle and further out to the Western Harbour area, for a beautiful view of modern landmarks such as the majestic Øresund Bridge and the twisted skyscraper Turning Torso. In Malmö we share a love for good food and drink, meaning you will never find yourself far from a new taste experience.

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Sweden wants the world to know that it is not Switzerland

Both countries are in Europe and both start with the letters S and W. Sweden's tourist board has released a satirical video illustrating their differences with the Swiss.

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Sweden or Switzerland? Swedish tourist board launches campaign to explain the difference

Sweden’s tourist board has decided it is time to make it clear that the nation is not, in fact, the same country as Switzerland.

According to Visit Sweden, the two countries are constantly being mixed up.

To dispel confusion, the tourist board has launched a humorous new campaign.

Here’s how you can tell the difference between the two European countries.

Sweden launches video to show tourists it is not Switzerland

Visit Sweden’s campaign video is titled ‘Welcome to Sweden (not Switzerland)’ and was circulated on social media this week.

Each year, 120,000 people Google whether Sweden and Switzerland are the same country, according to news site SwissInfo.

A study conducted by Visit Sweden in the US found that half of the respondents were not sure if there was a difference between the two nations.

Even global leaders have made the blunder. During a NATO summit speech last year, US President Joe Biden erroneously referenced Switzerland while discussing Sweden’s bid to join the military alliance.

Sweden's right-wing government says it will turn its back on plastic bag tax

Swedish wine: How global warming is shifting Europe's vineyards northwards

In the satirical video, an official representative standing at a podium between two Swedish flags addresses the “leaders and citizens of Switzerland.”

She declares that it is time to make the distinction between the two nations clear by deciding “who talks about what.”

Switzerland can talk about mountain tops, yodelling and watches, for example, but Sweden has a communication monopoly over rooftop bars, silence and forgetting about time.

“As long as both tourism organisations stick to this division in all communication with the outside world, the confusion should come to an end,” Sweden proposes.

How is Sweden different from Switzerland?

To make the distinction clear between the two countries, Visit Sweden has also detailed some ways in which the two countries differ on their website.

While Switzerland has one of the world’s largest gold reserves, Sweden has ‘forest gold’. Each autumn, Swedes forage for Chantarelles, a type of mushroom with a gilded sheen.

If you like historic banks, head to Switzerland, but if you prefer strolling down beaches and sandbanks, you should visit Sweden, the tourist board says. Sweden has 48,000 kilometres of coastline and wild archipelagos that jut out into the Baltic sea.

Looking to travel more sustainably? Sweden, Finland and Austria are the places to go to

‘Two cubic metres of oil’: Swedish coastguard rushing to clean up ferry fuel leak

In Switzerland, you can “enjoy some spectacular light shows made with projections and LEDs,” Visit Sweden says, but “in Sweden there’s no need for electricity to put on a show.” The Nordic country has its own natural spectacle - the Northern Lights .

Finally, the tourist board reminds visitors that while Switzerland is a country of “many interesting sounds” like yodelling and cowbells, Sweden is a place of peace and quiet where the soundscapes will help you “wind down and connect with nature.”

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Sweden has launched a campaign to stop tourists confusing it with Switzerland

The tourism board has launched a new campaign to put an end to the misunderstandings

Sweden vs Switzerland . Even those of us only slightly clued into European geography know that these two countries, which aren’t anywhere near each other, are indeed separate places. 

However, the confusion seems to be pretty common across the world – Joe Biden, we’re looking at you – and Sweden is officially tired of it.

The country’s tourism board have launched a new campaign, and a satirical accompanying video, to get to the nitty-gritty of how the two places vary. The video is hosted by a mock Swedish ‘official’ who lays out what each of the countries is entitled to represent. 

Switzerland gets banks, Sweden gets sandbanks. Switzerland gets yodelling, Sweden gets serene silence. Switzerland gets luxury watches, Sweden gets ‘a different kind of luxury – forgetting about time.’ 

While the vast rolling hills of Sweden don’t closely resemble the steep peaks that are crammed into Switzerland, Euronews reports that 120,000 people per year confuse the two countries. 

That figure is specifically the number of people who look up whether or not they’re the same place – the US President probably should have done that before getting the two confused in his NATO speech last year. 

We dread to think about all the people who hopped off a plane with their skiing gear and had to just settle for the northern lights instead. But while you’re there, have a look here at all our latest travel tips and guides for Sweden . And if you’re (definitely, definitely ) sure you’re in Switzerland? We’ve got a  hub for things to do there, too .

Did you see that Japan has introduced new anti-overtourism measures ?

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The Swedish Board of Tourism Sets the Record Straight on Midsommar

Are you feeling stuck in a rut? Tired of feeling your relationship is more resentment than romance? Do you long for a life of community, embroidered linen, ancient tradition, and ritual sacrifice? If this describes you, then Ari Aster’s Midsommar has probably given you the Swedish-itch. Yes, with its 18-hour summer days and quaint local customs, this modest Scandinavian country is certain to become the hottest destination for jet-setting millennials and urban witches alike. But is Sweden everything Midsommar makes it out to be? The director of the film has already copped to pulling inspiration for the film’s rituals from different traditions and sources, but how much of Aster’s film was fact and how much was fictitious?

Whatever you think about Ari Aster’s Midsommar, you can’t deny that at some level it’s a film about tourism . Specifically, the grand tradition of American tourism abroad; it is a classic story about four young Americans whose “ cultural enlightenment ” is blinded by their own self absorption. Before the country becomes inundated with American tourists looking for a very specific kind of couples retreat, we’re setting the record straight. We took our questions to Steve Robertshaw from Sweden’s board of tourism to ask about the post- Midsommar tourism business and how the country was dealing with the new interest in their midsummer festivities, lifestyle, and cultural traditions.

This interview has been edited and condensed for clarity.

Rhodes Murphy: Have you noticed an uptick in tourism to Sweden since the release of  Midsommar ? What has been the reaction to the film among communities involved with tourism?

Steve Robertshaw: Incoming visitors to Sweden are measured on a monthly basis by the government, so it’s too early to tell if there’s been an upturn since the movie was only very recently released. However, numbers visiting Sweden have been steadily increasing over the past five years. Even in the U.K., where all short-haul destinations were experiencing a leveling off as a result of Brexit, Sweden is now back on the increase.

Midsommar  presents a remote and culturally homogenous Swedish community, but what should tourists to Sweden expect if they were to visit?

The one thing research shows us which has the biggest positive impact on visitors to Sweden is the Swedish people. Expect them to be friendly, welcoming, and keen to share the love they have for their country. You can also expect: • quality culinary experiences using local and often organic produce • easily accessible city break destinations in Gothenburg, Stockholm, and Malmö • stunning nature with the freedom to roam law • many gorgeous design experiences and attractions

Are there really ancient runes involved in Swedish midsummer like those in the movie (which resemble Norse runes)?

Afraid not. Just pickled herring, potatoes, strawberries, snaps, and all generations having fun dancing round the midsummer pole. It’s rare to come across a tradition still genuinely enjoyed by all ages and as family groups, Swedish Midsommar is one of those precious traditions to be maintained and celebrated.

Where would I go if I wanted to witness a  Hälsingehambon dance ?

Hmm, I’d need some time to check with my friends.

What is Ättestupa? Is it a real thing in Sweden? There is a peak Ättestupan in Gothenburg— was that a site for ritual suicide?

Ärtsoppa is Swedish pea soup, often with chopped ham in. Traditionally enjoyed on Thursdays followed by pancakes. Haven’t heard of the Gothenburg hill, would need to research that, sorry.

Have there ever been any real-life rituals involving human sacrifices? Human sacrifices of tourists?

There may well be some myth or ancient story going way back somewhere, but I’m not a history buff I’m afraid. Most countries if they dig deep enough unearth something though.

Has there ever been a tradition of trapping bears or animals outside of the zoo? Are bears commonplace in Sweden?

The annual moose and bear cull is a long-held tradition and an important part of maintaining a healthy and balanced natural environment. Bears are not uncommon from Gästrikland/Hälsingland and north. With so much unspoilt forest and countryside, bears are rarely seen, though, and hibernate during the snowy winters.

Well, OK, maybe Sweden isn’t exactly like the country shown in Ari Aster’s hit horror film , but that would make sense as the movie was actually filmed in Hungary . It may not be the place to go for a Midsommar reenactment—maybe a good thing!—but if you enjoy a great time and lovely people, Sweden’s never a bad choice . Just don’t drink the tea.

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