FAM trips

Visit Sweden regularly organises familiarisation trips (FAM trips) for eligible travel advisors and tour operators. Together with our regional tourist boards and Swedish destinations we believe FAM trips are the perfect way to learn more about Sweden and our products and to use this knowledge to create new and interesting Sweden travel packages that can be sold through travel trade channels.

During 2025 the theme of our FAM trips is part of Visit Sweden's international marketing campaign Visit the Original Sweden which was launched late autumn 2024. During the FAM trips, we want to show you the Original Sweden - not one of the 8 dupes that exist in the world. How to spot the Original Sweden? Just check out a few of the luxuries that make our country unique and definitely worth visiting:

• Free blue gems: not sapphires, but blueberries! Forage for wild berries in lush, blue-hued forests, and for seaweed in the salty West Coast waters.
• Exclusive islands: Quiet luxury with untouched, crowd-free archipelagoes offering pure wilderness instead of glitz.
• “Four-seasons” accommodations, Swedish style: Stay in one-of-a-kind hotels - made of ice, floating on water, perched in trees, or among wolves and other Nordic wildlife.
• Open 24/7: Celebrated as one of the world's most welcoming and progressive countries, Sweden is a perfect romantic destination, no matter who you are or whom you love.
• Private chauffeurs: Discover dog sledding and snowmobile adventures in the wintery Swedish Lapland.
• Timeless treasures: Step back in time at UNESCO World Heritage Sites like medieval Visby and the ancient landscape of Laponia.

Before registering interest for a FAM trip, please check the conditions to see whether you or your colleagues qualify for participation:

FAM trip participant profile

• You are a senior travel industry professional with direct purchasing and contracting authority within a company buying and packaging tourism services and selling them primarily in the market/s specified for this FAM trip, either directly or indirectly to the public.
• You are already doing travel trade business in and/or plan to expand to Sweden.
• You have an annual budget of secured spend across various categories (air, hotel, transportation etc).
• You are attending this FAM trip to develop new business with the Swedish travel industry.

Future FAM trips
If you do not find a suitable FAM trip for you or your staff just yet, but are interested in future FAM trips, please make sure to sign sign (your staff) up for our newsletter and stay tuned. In the meanwhile please feel free to get inspired by the itineraries of past FAM trips, which include great tips and contacts.