Swedish Workshop 2026 took place in Kiruna on 21–22 April 2026 and brought together around 200 participants from the Swedish hospitality sector and the international travel industry. The result: one of the most highly acclaimed events to date.
The Swedish Workshop, organised by Visit Sweden in collaboration with Kiruna Lapland, is a format in which Swedish stakeholders meet international tour operators through pre-arranged business meetings.
In Kiruna, this was combined with an experience-based programme – hundreds of meetings, a knowledge-sharing day featuring market insights, and evening events that allowed participants to experience the destination first-hand. Among other things, they got to visit the ICEHOTEL, enjoy a meal in a Lávvu, go on a dog sledge ride, try their hand at ice sculpting, and hear stories from the Sámi and Lantalaiset cultures. They also enjoyed singing and accordion music in Jukkasjärvi Church, saw reindeer at Nutti Sámi Siida, and listened to joik and stories by the campfire.
Kiruna provided exceptional hospitality. Strong local collaboration and high ambitions created a professional setting for international business and reinforced Kiruna’s image as a professional and attractive meeting destination.
“The commitment shown by our local businesses and partners has been crucial. Together, we have showcased the very best of Kiruna”, says Peter Salomonsson, CEO Kiruna Lapland.
The response from participants has been very positive, with recurring comments such as “the best Swedish workshop ever”. This is a testament to the quality of both the organisation and the overall experience.
Hosting these events forms part of Kiruna’s initiative through the Convention Bureau, which focuses on attracting and organising major national and international meetings, thereby further strengthening the destination’s position.
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