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Wednesday
Jun012016

VISITSWEDENUK LAUNCHES "SWEDEN. YOU'RE WELCOME"

SWEDEN. YOU’RE WELCOME

 


VisitSweden UK launches new LGBT travel inspiration portal

For more information, contact Uwern Jong at Boutique Marketing. uwern@boutiquemarketing.co.uk / 0203 286 3170

Eurovision Song Contest darlings, Sweden (link: www.visitswedenlgbt.com) has launched a brand new online portal on interactive story-telling portal Medium, designed to inspire LGBT travellers to find out more about Sweden, its destinations and open-minded Swedish lifestyles. 

The site is part of VisitSweden’s ongoing effort, as one of a handful of national tourist boards to proactively, attract and engage LGBT people. The online hub at www.visitswedenlgbt.com will feature content – editorial, photos and videos, by a range of Ambassadors, both from the UK and Sweden, covering travel inspiration, Arts and culture, food, music, gay and lesbian lifestyles and much more.

Sweden has so much to offer LGBT travellers – urban-nature, unique and exciting things to do, beautiful people – but moreover – an unrivalled, forward-thinking approach to diversity. Same-sex sexual activity was legalized in 1944 and the age of consent was equalized in 1978 – the country has been pioneering when it comes to LGBT rights. Discrimination on the basis of sexual orientation and gender identity has been banned since 1987. Sweden was also the first country in the world to allow transgender persons to a change their legal gender in 1972. This year, Sweden celebrates 7 years of nationwide same-gender marriage, backed overwhelmingly by the Church of Sweden – it’s a magic number 7, as Sweden was the 7th country in the world to afford its LGBT citizens such rights.

All of Sweden’s regional tourism authorities are proud to support the campaign, having worked with VisitSweden on LGBT engagement in travel for the last 5 years.

Stockholm (link: gaylesbian.visitstockholm.com), the (gay) capital of Scandinavia has been driving LGBT travel to the city for 15 years. It was last year crowned “Destination of the Year” at the British LGBT Awards, just before it hosted Eurogames – the world-reknowned gay sporting event. Most recently played host to arguably the best Eurovision Song Contest ever put on. Stockholm is a magnificent on the water, merging deep history to contemporary urban chic. 

Gothenburg (www.gothenburg.com) and West Sweden (link: www.vastsverige.com/en/West-Sweden/) is the closest entry point into Sweden from the UK, just under 2 hours flight and into an intimate, laid-back, super-fun city and its breathtaking surrounding archipelago. Gothenburg is a young, hip city, and hosts of West Pride – a fun, political and super-friendly LGBT festival and will play host, alongside Stockholm to Europride 2018. It is also renowned for its music, with amazing music festivals like Summerburst and Way Out West. It’s also a foodie paradise, with seven Michelin Star restaurants at the high-end (quite possibly the most starred restaurants per capita) and everything from gourmet meatballs to herring-trucks at the other. Just outside the city, a grand and breathtaking archipelago awaits – where lobster safaris, fresh oysters, stunning sunsets and quaint waterside towns abound. You could check out chic gay-owned hotels, or take in a designer sauna, or even get-active with some soft-adventure!

Malmö (www.malmotown.com) and Skåne (www.visitskane.com) shot to fame the last time Sweden hosted the Eurovision Song Contest (yes, they do keep winning). And this eccentric city, just across the bridge from Copenhagen has exploded as an LGBT city-break since. And that bridge, was of course made famous by Scandi-Noir crime series, The Bridge – you can get in touch with your inner Swedish detective here. You can rent a bike and check out the super-sustainable Western Harbour – and a close-up and personal view of the city’s icon, the Turning Torso. In the summer, head down and people-watch at Ribersborg Beach and spend some time unwinding at the Ribersborg Kallbadhus, a heritage bath-house where you sunbathe, sauna and sea-swim in the best way, nude. Malmö is in Skåne county, where rural pursuits abound. Known as the garden of Sweden – you can try Swedish wine here, and taste fresh, Swedish produce unlike anywhere else. It’s landscapes are awe-inspiring, peppered with castles leading into pine forests and beautiful, sandy beaches. 

 

The largest but least populated part of Sweden is Swedish Lapland (www.swedishlapland.co.uk) where it is all about the light. It is the most LGBT-welcoming place in the world to revel in the midnight-sun and in winter, to chase the stunning Aurora Borealis, or Northern Lights. Progressive, diverse and fun – Swedish Lapland is home to some amazing places to stay – from the majestic ICEHOTEL to the spellbinding TreeHotel. It is also home to Sami-Pride, the LGBT festival of the natives of the region – quaint and wonderful at the same time. Kiruna, where in winter your ‘Frozen’ dreams come true, is home to a national ice-hockey team, who a couple of years ago changed their team-strip to rainbow colours in an anti-hate message against Russia ­– they’ve decided to keep the strip in ongoing solidarity with Sweden’s LGBT population.

Some much inspiration and they’re just getting started, so visit the site for year-round inspiration at www.visitswedenlgbt.com

On social media, join the conversation at #SwedenYoureWelcome and Like/Follow us on Facebook (www.facebook.com/visitswedenlgbt) and Twitter (www.twitter.com/visitswedenlgbt)

For more information, contact Uwern Jong at Boutique Marketing. uwern@boutiquemarketing.co.uk / 0203 286 3170