|
Does your newsletter look strange? Click here |
|
|
|
|
 |
|
| Today it is “Fettisdagen” (Shrove Tuesday) celebrated all over Sweden. The traditional semla is a cardamom bun filled with almond paste and whipped cream. |
|
The semla dates back to the 16th century and was originally enjoyed as the final feast before Lent.
This year’s best semla in West Sweden comes from Nordfeldts Konditori (pastry shop) in Vänersborg after more than 1,700 votes were cast via the West Sweden Tourist Board’s Swedish website and social media channels. Nordfeldts’ success is built on solid craftsmanship and a recipe that is more than 50 years old.
Vänersborg is a charming lakeside town at the southern tip of Lake Vanern, Sweden’s largest lake. Nearby are Halleberg and Hunneberg, part of the UNESCO Global Geopark Platåbergens Geopark. |
|
|
|
|
|
|
|
| Beautifully situated on the shores of Lake Landvettersjön, just 15 km east of Gothenburg, Hällsnäs Hotel & Restaurant is expanding with 32 new rooms, including four luxury suites, alongside renovations of existing rooms and the historic main building. |
|
The the lakeside setting backed by the forest and with direct access to the water, reflects a relaxed Swedish lifestyle close to nature.
Food remains central to the experience. Guided by the seasons and working closely with local producers, the kitchen highlights regional ingredients at their peak. Guests can dine at the hotel restaurant Sjöö, or at Signum, the culinary flagship awarded two Michelin stars and a Green Star, where sustainable gastronomy fuses creativity with a strong sense of place.
|
|
|
|
|
|
 |
|
|
| Sweden is inviting travellers to make their island dream a reality. Applications are now open for the chance to have one of five islands all to yourself for a whole year. Selected from Sweden’s more than 267,000 islands, each offers tranquillity, clean air and restorative natural surroundings. |
|
One of the featured locations is Tjuvholmen, a small island near Kållandsö in Lake Vänern, with views towards Läckö Castle. Kållandsö itself is shaped by open landscapes, grazing meadows and expansive lake views, and is home to the fishing harbour of Spiken, known for its small shops, lakeside restaurants and local produce. The island is crossed by the Vänerleden cycling route and the Biosfärleden hiking trail, both of which pass through the Vänern Archipelago Biosphere Reserve.
Nearby Lidköping offers further cultural interest, including the Rörstrand Museum, which tells the story of Sweden’s best-known porcelain manufacturer. This year marks the 300th anniversary of Rörstrand, one of Sweden’s oldest industrial brands.
Beyond Lake Vänern, West Sweden’s coastline stretches from Gothenburg to the Norwegian border and includes more than 8,000 islands. Many are car-free and easily reached by public transport, offering visitors a quiet and accessible island experience.
More about the area at Läckö-Kinnekulle. |
|
|
|
|
|
|
|
| From 17 February, there is an opportunity to win a four-night stay in West Sweden. The prize combines nature, city life and coastal experiences. |
|
The winner will receive one night in the Creek Cabin at Hyssna Forest Resort including a barbecue package for dinner, one night in Gothenburg, followed by two nights at the boutique hotel Lådfabriken on the island of Orust on Sweden’s west coast, which includes a lobster supper on the first evening. The prize also includes return flights.
The competition is part of a joint campaign between Daymaker — a travel inspiration platform popular in Belgium and the Netherlands for authentic, traveller-shared tips — Travel.se, a Gothenburg-based tour operator specialising in personalised trips and curated packages in Sweden, and the West Sweden Tourist Board.
|
|
|
|
|
|
 |
Belgian tour operator Nordic presents a new 10-day Highlights of West Sweden itinerary combining Gothenburg with the coastal archipelago, forests, and lakes of West Sweden.
The programme blends city experiences with nature and outdoor exploration, including island hopping along the Bohuslän coast and across the archipelago, and discovery of Sweden’s tranquil interior and the table mountain Billingen.
The same product is also being launched in the Netherlands, Belgium, Germany and France, further expanding West Sweden’s reach in key European markets.
|
|
|
 |
British tour operator Stubborn Mule Travel has launched a new tailor-made, family-focused 10-day itinerary combining Gothenburg with Sweden’s west coast, islands and the lake district of Dalsland.
Designed for families seeking nature and soft adventure, the programme features archipelago exploration by boat, kayaking, cycling on the car-free Koster Islands, crab fishing along the coast, meeting moose in the forests of Dalsland, outdoor cooking, fishing and plenty of traditional Swedish fika along the way.
|
|
|
|
|
|
| We have compiled 22 pages of news and story ideas for 2026, covering both editorial angles and travel products. |
|
The material includes events such as the spectacular ten-day Island of Light in Smögen, along with other cultural highlights, new cycling routes and additional stages on Pilgrim hiking trails, slow travel experiences, family-friendly ideas and foodie news, for example blue food from the sea.
|
|
|
|
|
|
|
|
|
|
Karin Gesouli, Travel Trade Manager, and Ann-Charlotte Carlsson Chevrier, Head of Marketing at West Sweden Tourist Board, will be attending ITB Berlin at Visit Sweden’s stand (Hall 18, Stand 500 D). We will be there on 3 and 4 March, bringing you the latest news and updates from West Sweden.
If you would like to schedule a meeting, please send an email to ann-charlotte.carlsson@vastsverige.com |
|
|
|
|
|
|
