Growing International Interest in Dalarna: A Swedish Region Capturing Global Attention

Dalarna is making significant waves in international media, with numerous prestigious publications and television networks highlighting the region’s unique charm and attractions throughout the year.

International Media Spotlight

According to Tatjana Summermatter, responsible for Visit Dalarna’s international work, ”Dalarna’s diverse offerings, authentic small-scale experiences, cuisine, nature, and rich culture meet international demand. The fact that many symbols associated with Sweden originate here further sparks curiosity about the region.”

Notable International Coverage

• National Geographic featured Leksand’s Midsummer celebration as the #1 summer festival to experience
• Forbes published ”The Dalarna region is Sweden at its best”
• Architectural Digest highlighted Hildasholm gardens as one of the world’s 11 most beautiful gardens
• CNN Travel noted: ”Many of Sweden’s cultural and culinary traditions have their roots in the province of Dalarna”
• The New York Times featured Carl Larssongården, with a Japanese TV team also visiting the site

International TV and Media Coverage

Several TV teams have explored Dalarna this summer, with upcoming programs set to air in Japan, Germany, and the Netherlands. A travel segment about the region has already been broadcast on RTL4’s ”Let’s Visit” program.

Winter Tourism Highlights

A press trip to the Sälen area focused on winter activities and accessibility via Scandinavian Mountains Airport. Articles have been published on platforms like MSN.com and Yahoo.com, including compelling stories such as ”The best meal of my life wasn’t in New York or Tokyo – it was in the forests of Dalarna, Sweden”.

Recommendations for Tourism Businesses

Summermatter advises local tourism actors to leverage this international attention by:

• Reviewing social media marketing
• Optimizing website descriptions and images for searchability
• Ensuring relevant experiences and services for international guests

About Dalarna’s Tourism

Dalarna is Sweden’s fourth-largest visitor region, offering welcoming and authentic experiences year-round. The tourism industry in Dalarna generates approximately 12 billion in revenue, with Visit Dalarna working to develop, market, and promote the region nationally and internationally.