Both Sweden's nature and culture are considered exotic by many foreign visitors. Sweden is also a safe country to visit, free from political unrest and natural disasters.

Sweden has long been considered an expensive country. But due to the devaluation of the Swedish krona in November 1992, Sweden has become more affordable for travellers from most countries in and beyond Europe. As awareness of the new price levels grows, the impression of Sweden as an expensive destination is being toned down.

Stockholm, the capital, is being marketed as "Beauty on Water". It is situated on 14 islands and its water is so pure one can both bathe and fish in the heart of the capital. Stockholm was founded in the 13th century, and had in 1995 some 1.5 million inhabitants (including the suburbs). In Stockholm's Gamla Stan or Old Town one can still find many buildings dating from the 16th to the 19th centuries. The Old Town also features a variety of cafes, restaurants and shops.

Lapland and Norrbotten in northern Sweden attract those seeking experiences in open and untouched nature in Europe's best-preserved wilderness. Due to the fact that a major portion of the area lies above the Arctic Circle, there is perpetual daylight during the summer months. Here can be found endless opportunities for outdoor activities and adventurous hiking in the mountains, fishing, riding, shooting, cross-country and downhill skiing, dog sleighing and much more. Many Swedish Sami (Lapps), known for their herding of reindeer, beautiful handicrafts and strong cultural traditions, live in the area. The area also includes Sweden's tallest mountain, Kebnekaise, whose peak stretches 2,111 metres above sea level.

Sweden Vacation
Tourism is an industry of vital importance to the economy and employment in many parts of the country. There are approximately 20,000 businesses engaged in tourism in Sweden, directly employing some 200,000 people.

Tourism today accounts for as many full-time jobs as the pulp, paper and printing industries combined. More than half the turnover is directly accounted for by operations within the tourism industry itself, e.g. transportation, hotels and restaurants, while the remainder is attributable to other areas, such as the grocery and other retail trades and travel by private car.