With the new Holiday Calendar, Visit Sweden wants to increase Swedish companies' knowledge of how they can market and develop their offerings around the holidays celebrated in Sweden.

The Holiday Calendar is primarily designed for the tourism and visitor industry, but can be used by all businesses and organisations that want to develop their work and communication surrounding various holidays.

Background to the Festival Calendar 

Visit Sweden's Calendar of Celebrations 2025 is primarily produced for the tourism and hospitality industry, to increase companies' knowledge about how they can market and develop their offerings around celebrations that are observed by 50,000 or more people in Sweden.

During the years of the pandemic, Visit Sweden, which is the state's marketing company for Sweden as a travel destination, was tasked with marketing Sweden to the Swedish market. As large parts of travel changed drastically, follow-up research was conducted in 2021/2022 on Visit Sweden's "Svemester" (Swedish holiday) mission, with a specific focus on people with foreign backgrounds.

According to the press release.