The organizers meet Swedish tourism companies, do business and are inspired by new trips to Sweden for their customers. Among the foreign organizers this year there is a great interest in nature and sustainable travel.

On May 13 and 14, tour operators from 14 countries will visit Umeå to get ideas for new trips to Sweden. In almost 1,300 business meetings with tourism companies and regions from all over Sweden, they will receive new suggestions for experiences to offer their customers in Europe, Asia and the USA.

This year's Swedish Workshop, which is held in Sweden every two years, will feature many tour operators specializing in hiking and other nature experiences. One of the British organizers focuses on train travel and another on experiences that are accessible to travelers with disabilities.

– Swedish Workshop creates many new business opportunities for Swedish tourism companies and leads to Sweden taking a bigger place in tour operators' programs. This time it is fantastic fun to showcase northern Sweden to both established and potential Sweden tour operators, says Ewa Lagerqvist, CEO of Visit Sweden.

Most tour operators come from Germany and the UK, and several are new participants at the Swedish Workshop who are now interested in Sweden. Among others, the large German package tour operator FTI Touristik is participating. From the growing markets of India and China, there are operators who now want to deepen their commitment and knowledge of Sweden. Operators from neighboring markets such as Norway and Denmark are also on site, to find new experiences that can attract travelers who are already accustomed to traveling to Sweden.

Swedish Workshop is arranged in collaboration with Region Västerbotten and Visit Umeå.

– We are very happy that the Swedish Workshop is being arranged in Norrland and that it was Umeå and Västerbotten that were given the honor of hosting it, says Annika Sandström, regional tourism manager at Region Västerbotten. This gives us an extra good opportunity to showcase our touristic offering to international travel buyers. International interest in Västerbotten as a travel destination has grown steadily over the past year, while our offering is more unique and larger than ever. We can offer experiences from the coast to the mountains.

Over 70 companies from all over Västerbotten are involved in the workshop, both as participants in the workshop negotiations and in side events, sightseeing trips and logistics. For example, Umeå's only electric podtaxi has been engaged to transport the workshop participants.

The foreign tour operators get a taste of Swedish lifestyle and culture, among other things through an all-Swedish menu with a Västerbotten and seasonal theme. Elderberries, juniper berries and an early summer dinner with Midsummer celebrations and nyckelharpa – and a drink with Västerbotten cheesecake – will give the participants memories of Sweden that they can spread further.

Half of the tour operators also take the opportunity to experience Västerbotten, Stockholm, the High Coast, Roslagen and Blekinge on arranged sightseeing trips before and after the Swedish Workshop.

The 83 foreign tour operators come from Denmark, Norway, Germany, Austria, Switzerland, the Netherlands, Belgium, the United Kingdom, France, the United States, Canada, China and India.