Welcome to Stockholm: Discovering Sweden Beyond the Postcards

When I accepted an invitation from Visit Stockholm to experience the Swedish capital through the lens of LGBTQ+ tourism, I knew I was in for something special. What I didn't expect was just how quickly the city would leave a lasting impression on me. Before arriving, my knowledge of Sweden was largely shaped by its global exports—iconic music, IKEA, H&M, Volvo and the clean, minimalist aesthetic that has become synonymous with Scandinavian design. But nothing compares to experiencing a place through the people who call it home.

Our hosts for the trip, Uwe and Christina from Visit Stockholm's LGBTQ+ initiative, were simply exceptional. From the moment we met, they welcomed us with genuine warmth, enthusiasm and an infectious pride for their city. Rather than simply showing us the sights, they introduced us to the culture, history and values that make Stockholm such a remarkable place to visit. Whether we were discussing Swedish politics, music, equality or simply chatting over coffee, every conversation felt authentic. Their passion for the city was impossible not to catch, and they created an atmosphere where our entire group felt immediately at ease.

One of the unexpected highlights of the trip was the people I travelled with. Press trips can often feel like a collection of strangers thrown together for a few days, but this group clicked almost instantly. Everyone brought different perspectives, experiences and personalities, yet there was an effortless sense of camaraderie throughout the week. We laughed together, explored together and shared countless conversations that made the experience feel less like work and more like travelling with old friends.

Stockholm itself fascinated me. Built across fourteen islands connected by more than fifty bridges, the city has an incredible relationship with nature. Water is never far away, and despite being a thriving European capital, it somehow feels calm, spacious and incredibly liveable. The Swedish name "Stockholm" is generally understood to derive from stock(log or timber) and holm (islet), reflecting the city's historic origins among the waterways. Everywhere I looked there was a balance between beautiful historic architecture and contemporary Scandinavian design, creating a city that feels both timeless and forward-thinking.

What interested me most, however, was learning about Swedish society. I found myself fascinated by the country's strong social support systems, its emphasis on work-life balance and the value placed on equality and community. It was refreshing to hear how many Swedes embrace time away from the city, escaping to countryside cottages and the breathtaking Stockholm Archipelago whenever possible. These traditions are deeply woven into everyday life and help explain the country's close connection to nature.

Food and tradition also play a huge role in Swedish culture. I loved learning about festive gatherings centred around generous Christmas buffets, known as the julbord, where families come together to celebrate over an abundance of seasonal dishes. Equally charming is the annual crayfish party, or kräftskiva, a much-loved late-summer tradition filled with seafood, laughter and long evenings shared with friends and family. These rituals reflect the importance of togetherness in Swedish life and offered a wonderful insight into the country's character.

I was equally intrigued by some of Sweden's more practical approaches to everyday life. Alcohol, for example, is sold through a government-owned chain of specialist stores called Systembolaget, a system designed to encourage responsible drinking and promote public health. It was also interesting to hear stories about how fiercely Stockholmers support independent cafés and local businesses, with coffee culture thriving long before international chains arrived. Rather than chasing global trends, there is a strong sense of protecting local identity and craftsmanship.

Above all, what stayed with me was the atmosphere. Stockholm felt welcoming, inclusive and remarkably peaceful. The streets were clean, public spaces were beautifully maintained, and people were approachable without ever feeling intrusive. As someone visiting Sweden for the first time, I left with a far richer understanding of the country than I ever expected. Beyond the design, music and famous brands lies a city defined by kindness, sustainability, openness and quiet confidence. Stockholm isn't just somewhere to visit—it's somewhere to experience, and it's a place I already know I'll return to.

www.stockholmlgbt.com www.visitstockholm.com

Joseph HarwoodAugust 4, 2026

Welcome to Stockholm: Discovering Sweden Beyond the Postcards

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