The international interest in Sweden and Visit Sweden's meeting arrangements for international travel players and the Swedish tourism industry is great. More than 80 international players will be on site to meet the Swedish tourism industry. The greatest interest is from American players - so great that Visit Sweden is now forced to turn down more. This year's edition of the Swedish Workshop will be arranged in Södertälje on April 24–25.

– The pressure is so great that we unfortunately have to limit the number of American participants at the Swedish Workshop now to make room for others, which is of course a bit sad, says Visit Sweden CEO Susanne Andersson.

– It is clear that international interest in Sweden as a travel destination is great and that many travel companies and travel actors now hope to be able to make contact with Swedish destinations, experiences and companies that can accommodate their customers, says Anneli Crichlow, Visit Sweden's event manager for the Swedish Workshop.

Visit Sweden has arranged the Swedish Workshop since 1984 and the interest from American travel agents has never been as great as this year, notes Anneli:

– We will look at whether we can do anything further for all the American tour operators who want to find partners in Sweden, since not everyone will be able to find a place.

Interest in Sweden as a tourist destination has never been as great as it is now, especially in the countries that Visit Sweden markets Sweden in. This is shown by recent Google statistics on travel-related Googling about Sweden.

This year's edition of the Swedish Workshop is being organized in Södertälje and in connection with the global sustainability congress GSTC2024 for the hospitality industry, which is organized by the Global Sustainable Tourism Council, at Kungliga Djurgården in Stockholm.

According to the press release.