Swedish Roadshow Europe 2026

The Swedish Roadshow Europe is a new initiative by Visit Sweden, designed to make it easier for travel trade professionals across the UK, the Netherlands, Belgium and Germany to meet Swedish tourism suppliers face to face. 

This autumn, we are bringing a delegation of Swedish tourism suppliers, regional tourism organisations, DMCs and respresentatives from Visit Sweden to three European cities:

• London (Swedish Workshop)
• Rotterdam (Swedish Workshop)
• Frankfurt (Nordic Workshop)

Choose the city that suits you best and join us for an opportunity to connect directly with Swedish partners, discover new products and destinations and discuss future business opportunities. 

What to expect

As a buyer: 

• Meet up in person with Swedish suppliers.
• Take part in efficient 15-minute meeting slots to learn about Sweden as a leisure destination and discuss your business needs.
• Choose the timing and the suppliers you want to meet.
• Control the number of meeting slots you participate in.
• Enjoy the world-famous Swedish ‘fika’ throughout the day.
• Lunch is offered complementary to delegates attending the full-day workshop.
• Develop and strengthen lasting business relationships.

Buyer profile:

• Senior travel industry professional with direct purchasing and contracting authority, within a company buying and packaging leisure tourism services and selling them primarily  on the UK, Benelux and/or DACH markets, either directly or indirectly to the public.
• Already doing leisure travel business in and/or desire to expand within Sweden.
• Annual budget of consolidated spend in various categories (air, hotel, transportation etc).
• Attending the Swedish Roadshow Europe 2026 (either in London, Rotterdam or Frankfurt) with a view to developing new business with the Swedish travel industry.
  

Register - London, 14 September   
 Register - Rotterdam, 15 September    
Register - Frankfurt, 17 September

Swedish Suppliers

At this year's workshop, you'll meet a wide range of Swedish tourism partners, including:

Transportation providers:
SJ (Swedish Railway)

Swedish regions and destinations:
Destination Uppsala
Gästriklands Besöksnäring
Höga Kusten - the High Coast of Sweden
Jämtland Härjedalen Turism
Inga Lindström Land (Frankfurt only)
Visit Dalarna
Visit Skåne
Visit Skellefteå
Visit Småland
West Sweden Tourist Board

Accommodations, Museums & other tourist providers:
Resort Hotel Sommarhagen
Swedish Tourist Association (STF)
Tanum Strand
Nordic Connect Travel

National Tourism Organisation:
Visit Sweden