Press destination Swedish Lapland

You won’t find Swedish Lapland on a map, but you will find it in all the communication used by the hospitality business in the northernmost part of Sweden. We define Swedish Lapland in a hundred ways or more. For the mountains, forests and wetlands, and for the major rivers flowing continuously into the archipelago of the Baltic Sea. For the people who live here and have lived here since time immemorial, and for the broad, untouched expanses of untamed nature. For the art, music, and literature. For a cultural landscape and for wildlife. Naturally, our everyday arctic lifestyle is our natural luxury and also defines us as people. The seasons, distances and climate have not only dictated a special way of life, but also a life in which nature is a major aspect, almost like a religion. Mid the clatter of reindeer hooves, fiery sermons and weathered log cabins, something very exciting has emerged. A destination, of course, but also a place to call home is evolving under northern lights or midnight sun. An everyday arctic lifestyle deeply rooted in nature that we wish to share.

The more bureaucratic version is that the destination is a travel destination with a shared place brand created to attract international visitors. Read more here.

Are you looking for press materials for the organization Swedish Lapland Visitors Board? Then click here.