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'This fam taught me selling Swedish Lapland is very different to Finnish Lapland'

Sweden
Katherine Masters
21 April 2026

Swedish Lapland attracts a very different clientele to its Finnish counterpart, concludes Ashley Phillips from Travel Chaps, after experiencing the natural wonderland on a Sunvil educational

Sunvil fam group
© Sunvil

Swedish Lapland is one of Europe's last untouched wildernesses

Sunvil recently hosted a group of travel agents in Swedish Lapland, including representatives from Designer Travel, Not Just Travel, Travel Counsellors, The RB Collection and Deva Travel. 

The fam trip was designed to showcase the region’s unique appeal, from its pristine wilderness and rich Sami culture to its high-quality, sustainable experiences with no crowds. Activities included a snowmobile safari, hiking with huskies through snow-covered forests and meeting local hosts who were behind some truly innovative properties.