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TOURISM

Tourist offices around Sweden

Sweden is divided up in several different ways. Confusingly for visitors, these various areas are often overlapping and sometimes called the same thing.

Below is a list of Swedish tourist information offices, first of all in the biggest three cities and then for each of Sweden’s 25 provinces.

Stockholm

Tel: +46 (0)8 508 28 500

Email: [email protected]

More information

Gothenburg

Tel: +46 (0)31-61 25 00

Email: [email protected]

More information

Malmö

Tel: +46 40-34 12 00

Email: [email protected]

More information

The Swedish provinces

Sweden's provinces

1. Lappland

Kiruna

Tel: +46 (0)980-188 80

Email: [email protected]

More information

2. Norrbotten

Luleå

Tel: +46 (0)920-22 24 75

Email: [email protected]

More information

3. Västerbotten

Umeå

Tel: +46 (0)90-16 16 16

Email: [email protected]

More information

4. Jämtland

Östersund

Tel: +46 (0)63-14 40 01

Email: [email protected]

More information

5. Ångermanland

Sollefteå

Tel: +46 (0)620-68 29 00

Email: [email protected]

More information

6. Härjedalen

Ljungdalen

Tel: +46 (0)687-200 79

Email: [email protected]

More information

7. Medelpad

Sundsvall

Tel: +46 (0)60-61 04 50

Email: [email protected]

More information

8. Dalarna

Falun

Tel: +46 (0)23-830 50

Email: [email protected]

More information

9. Hälsingland

Hudiksvall

Tel: +46 (0)650-191 00

Email: [email protected]

More information

10. Gästrikland

Gävle

Tel: +46 (0)26-14 74 30

Email: [email protected]

More information

11. Värmland

Karlstad

Tel: +46 (0)54 29 84 00

Email: [email protected]

More information

12. Västmanland

Köping

Tel: +46 (0)221-256 55

Email: [email protected]

More information

13. Uppland

Uppsala

Tel: +46 (0)18-727 48 00

Email: [email protected]

More information

14. Södermanland

Nyköping

Tel: +46 (0)155-24 82 00

Email: [email protected]

More information

15. Närke

Örebro

Tel: +46 (0)19-21 21 21

Email: [email protected]

More information

16. Dalsland

Bengtsfors

Tel: +46 (0)531-52 63 55

Email: [email protected]

More information

17. Bohuslän

Uddevalla

Tel: +46 (0)522-997 20

Email: [email protected]

More information

18. Västergötland

Göteborg

Tel: +46 (0)31-61 25 00

Email: [email protected]

More information

19. Östergötland

Norrköping

Tel: +46 (0)11-15 50 00

Email: [email protected]

More information

20. Småland

Jönköping

Tel: +46 (0)36-35 12 70

Email: [email protected]

More information

21. Halland

Halmstad

Tel: +46 (0)35-13 23 20

Email: [email protected]

More information

22. Skåne

Malmö

Tel: +46 (0)40-34 12 00

Email: [email protected]

More information

23. Blekinge

Karlskrona

Tel: +46 (0)455-30 30 00

Email: [email protected]

More information

24. Öland

Borgholm

Tel: +46 (0)485-56 06 00 |

More information

25. Gotland

Visby

Tel: +46 (0)498-20 17 00

Email: [email protected]

More information

TOURISM

Sweden launches bid to become world’s top tourism destination by 2030

Forget the pyramids, the canals of Venice or the Eiffel Tower – the Swedish government has presented a plan to make Sweden the world's most attractive tourism destination by 2030 – but it's not yet clear how.

Sweden launches bid to become world's top tourism destination by 2030
Many tourists are attracted to Sweden because of its nature. Photo: Fredrik Sandberg/TT

In a press conference on Monday, Sweden’s Minister for Business, Industry and Innovation Ibrahim Baylan outlined the new strategy, which aims to make Sweden “the world’s most sustainable and attractive tourism destination built on innovation” by 2030.

Baylan referred to Sweden as a country which “is usually ranked as one of the world’s most innovative countries”, which he argued can “create value for the tourism industry”.

According to Baylan, the strategy builds on “sustainability’s three dimensions – it has to be environmentally, socially and economically sustainable”. The strategy will also “tie into the UN’s Sustainable Development Goals for 2030”, he said.

Topics covered by the new tourism strategy include the climate impact of tourism, equality and inclusion in the tourism industry and the importance of preserving shared resources such as national parks and sustainable nature tourism such as fishing and hunting.

The press release highlights the importance of natural tourism, explaining that the pandemic has led to people visiting natural and cultural environments “to a greater extent than before”, increasing wear and tear to natural areas.

DISCOVER SWEDEN: The Local’s guide to Sweden’s top destinations and hidden gems

Tourism is an important industry for Sweden, providing employment in both urban and rural areas, as well as generating wealth – before the coronavirus pandemic, the tourism industry represented on average 2.7 percent of Sweden’s GDP per year. The tourism industry also employs a high amount of people from foreign backgrounds – making up over a third (34 percent) of all employees in the industry.

During the pandemic, overnight stays declined in almost every Swedish municipality, with the biggest declines seen in Sweden’s larger cities and border municipalitites.

The government’s plans also include a focus on jobs and skill development, so that workers have the right qualifications for the industry – this reflects issues currently faced by the restaurant and hotel industry in finding skilled workers in the wake of the pandemic. 

There are currently no details as to how the government will achieve this strategy, or indeed how it will measure success. But Sweden is aiming high if it wants to be the world’s most attractive tourist destination by 2030. In 2019, it was ranked the 54th top tourist destination in the world by the UN World Tourism Organisation.

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