Castles, cobblestone and classic architecture are part of the charm groups can expect with a meeting in Europe. But head north to Scandinavia and the country of Sweden, and you get all the above, plus a range of experiences and attractions not found anywhere else on the continent: vast wilderness, Alpine tundra, elk and reindeer, midnight sun and polar night, indigenous tribes and Tolkienesque archipelagos. And while the country is exceedingly modern—Ikea, Skype and Spotify started here—the culture retains an air of ancient mystery, like the hundreds of large runestones found throughout the towns and countryside.
“A lot of groups that want to see something different are looking north now,” says Magnus Lindbergh, marketing/sales manager for meetings and incentives at Visit Sweden. “I think this is the time to see where the Old World meets the New World, and Sweden is a very progressive and safe destination. And it’s classic Europe with interesting history and beautiful buildings.”
Lindbergh also cites one of the hottest food trends—New Nordic cuisine—as a draw for groups.
“If you’re a foodie, there are some fantastic restaurants here with new Scandinavian cooking,” he says. “We’ve always been famous for smorgasbord and herring, but there’s a completely new generation of chefs that use the old Swedish food but with a new twist to it, and I think the rest of the world is seeing it.”
The country of 10 million is the size of California and offers meeting options ranging from cities like Gothenburg and Malmo to numerous retreats, but the main focus for groups is on the capital of Stockholm and the Icehotel, one of the most unique incentive destinations in the world.
“At the moment there is only Stockholm and Icehotel that are targeting the meetings and incentives segment in the U.S.,” Lindbergh says. “Icehotel is more for incentives and smaller executive groups, while Stockholm is perfect for conventions, meetings and incentives.”
Island Escapes
Regardless of the destination, green is the overriding theme of any meeting in Sweden, with 65 percent of the country covered in forest and tens of thousands of lakes and islands. Not surprisingly, Swedes make a point to enjoy the outdoors, even in big-city Stockholm, which was the first city awarded the Green Capital title by the European Commission in 2010. The “Venice of the North” is situated on 14 walkable islands, with the Stockholm Archipelago a boat or ferry ride away from the city center. It is a must for groups, Lindbergh says, no matter the time of year.
A prime example of a Stockholm green escape for incentive or executive groups is the Island Lodge, a 40-minute boat ride from downtown on the archipelago island of Bergholmen. Opened in 2012, the former mine and torpedo depot of the Swedish military is now home to seven luxury domed tents set waterside amid virgin forest, and featuring hardwood floors, comfortable beds, deerskin rugs, wood-burning stoves and kerosene lamps. Guests can enjoy a wood-fired hot tub and open-air showers, along with group activities like hiking or sailing the archipelago. Rustic yet fine dining is also part of the experience, with meals prepared by visiting chefs from Stockholm and served family-style along the shoreline.
For a bit of civilization while island hopping, groups can enjoy a scenic 90-minute sail to swanky Sandhamn on the island of Sandon. Sweden’s answer to Nantucket is home to the Royal Swedish Yacht Club and a lively bar, restaurant and social scene during the summer, with meeting space at the 19-room Sands Hotell. Other archipelago islands are as easy to access as crossing a bridge, such as Vaxholm, with its charming streets, quaint summer houses and imposing mid-19th century fortress, Vaxholm Kastell.PageBreak
Venue Variety
Hotel inventory in Stockholm varies from sleek boutique properties to white-glove classics typical of Old World Europe. And despite Sweden’s reputation for sticker-shock room rates, it’s mostly a myth, according to Henrik von Arnold, director of the Stockholm Convention Bureau.
“We had to check if Stockholm was really that expensive,” says von Arnold, who recently conducted a benchmarking study of room rates with 18 other European cities and found Stockholm was fourth on the list. “We’re on par with Barcelona.”
On the top-end of the luxury scale is the 330-room Grand Hotel, with 30,000 square feet of meeting and event space. Opened in 1874, the grande dame of city hotels is the favorite of literati and Nobel laureates, and home to Chef Mathias Dahlgren’s Matsalen, one of only two Michelin two-star restaurants in Sweden. The palatial style of the hotel pairs well with nearby Stockholm City Hall, where the official banquet for Nobel winners takes place each year, and is available for group dinners and events.
“Our group is very excited about the gala we have planned for City Hall,” says Mandi Kobasic, vice president of global accounts for HPN Global, who’s planning a two-day meeting in Stockholm for 200 to 400 clean energy executives in May. “We’re expecting a high attendance this year because many of our American attendees are keen about going to Stockholm.”
Two hotels housed in classic older buildings, but with decidedly hip interiors, include the 158-room Hotel J, with event space for groups of up to 200, and the 46-room Lydmar Hotel. Billing itself as Stockholm’s Newport, the waterfront Hotel J embraces a nautical theme, with marine blues and crisp whites, in-room fireplaces and balconies, and a candle-lit dining hall fit for a Swedish admiral. Lydmar Hotel in the city center, with a reception hall for up to 60, is a model of modern Scandinavian design. The simple yet chic guest rooms, each individualized, feature wood floors and cool design touches like bold prints and playful curios.
A short stroll from The Grand and Lydmar hotels is one of the city’s most popular attractions. Gamla Stan, or old town, oozes Old World charm with cobbled streets and architecture stretching back to medieval and Renaissance times. And for groups not afraid of heights, a bird’s-eye view of the neighborhood is available via rooftop tours (history and safety harness included).
Museum Mecca
Both Lindbergh and von Arnold agree that museums are a big attraction in Stockholm, starting with the Vasa Museum. Vasa was a massive warship that promptly sank on her maiden voyage in 1628 just outside Stockholm harbor, and is the only 17th century ship to be salvaged almost fully intact.
“Vasa Museum is one of the top attractions in Sweden,” Lindbergh says. “It’s quite an incredible exhibit. There’s nothing like it anywhere.”
The main hall is available for banquets and receptions for up to 1,550. Smaller groups can hold events in the Vasa Restaurant.
For Swedish history of a different sort, ABBA The Museum, which opened in May 2013, celebrates the music and phenomenon of the ’70s supergroup with interactive exhibits that allow visitors to record their own music and go on stage as the fifth member. It has become very popular for groups, according to Lindbergh.
“It’s very interactive and fun, and fantastic for social events,” he says.
Hej! That’s the extent of Swedish vocabulary for veteran meetings writer John Anderson (it means “hello”), despite his half-Swedish heritage. Though he is working on “one beer, please” for his next trip to Scandinavia.
