Sweden is a country of remarkable contrasts: Stockholm is one of Europe's most design-forward, tech-savvy capitals, while the northern wilderness of Lapland offers reindeer herding, the Northern Lights, and an Indigenous Sámi culture that predates Scandinavia's Viking era. Between these poles lie the forests and red cottages of Dalarna, the university city of Uppsala, and the archipelagos of the Stockholm and Gothenburg coasts — 30,000 islands between them.

Swedish design culture (clean lines, natural materials, functional beauty) has influenced global aesthetics in a way that belies the country's population of 10 million. Swedish food — once dismissed as bland — has undergone a remarkable renaissance: New Nordic cuisine was born here, and Stockholm has more Michelin stars per capita than most cities on earth. The concept of "friluftsliv" (outdoor life) is taken seriously: hiking, cycling, and kayaking in summer; skiing and skating in winter.