ADVERTISING FEATURE
SWEDISH MIDSUMMER Savour a taste with Visit Sweden
Swedish food is so much more than the meatballs and Daim bars you pick up at Ikea. In Sweden, food and drink reflect the country’s culture – it’s traditional and innovative, and an intrinsic part of the lifestyle. No matter what time of year one visits Sweden, a smorgasbord of standout food and drink experiences await. From the world’s most innovative meals to the ultimate DIY dining experience at Edible Country tables – which use all-natural ingredients found in Sweden’s forests, lakes and fields – a healthy, organic and tasty experience is always just around the corner. Yet there’s no better time for customers to live their best food-filled lives than during Swedish Midsummer. Next to Christmas, Midsummer is the most important event for Swedes, and for some, it’s more important! It’s mid-June, nature has burst into life. It seems like the sun never sets – and in the north, it doesn’t – so it’s time to celebrate! The Midsummer menu features herring, new potatoes with fresh dill,
soured cream and chives, followed by grilled short-rib or salmon. For dessert, fresh strawberries or strawberry cake. It’s accompanied by cold beer and schnapps, and every time the glasses are refilled, singing breaks out – Swedes love a drinking song! All while wearing flowers in their hair, followed by dancing around a maypole for a magic-filled day.
Enjoy Midsummer like a Swede This year is a little different, but if your customers head to Sweden for next
year’s festivities, there are many great experiences to choose from. Book tickets to open-air folk museums in Stockholm, Östersund or Lund, visit castles and stately homes all over the country or sail into an archipelago for an authentic slice of Midsummer. In Dalarna, the capital of Midsummer, there are numerous packages with accommodation, dining, drinking and dancing, and in Swedish Lapland, the celebration at Saltoluokta Mountain Station boasts the world’s largest strawberry cake.
We know travel to Sweden isn’t possible just now, so we’re bringing Sweden to you! In celebration of Midsummer, we’re showcasing some of Sweden’s best food traditions and trade-friendly products in a series of videos on Travel Weekly’s Facebook page, including a Midsummer lunch on Friday, June 19. For more travel agent-friendly information about Sweden, check out
visitsweden.com/sweden-for-travel-professionals
WIN!
A virtual cooking class with a Michelin chef
Join in with the Midsummer celebrations for a chance to win a virtual cooking class with three- Michelin-starred chef Björn Frantzen and a cookbook by Michelin-starred Swedish chef Niklas Ekstedt. HOW TO ENTER Simply log on to
comp.travelweekly.
co.uk/SwedenMidsummer and tell us what is your favourite Swedish dish and why you deserve to win! Terms and conditions apply.
Look out for daily Facebook videos offering a taste of Swedish lifestyle during the most important celebration of the year
PICTURES:
imagebank.sweden.se/Anna Hållams, Jakob Fridholm
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