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WTM 2017: EuroPride heads to Sweden for 2018

Sweden will capitalise on the hosting of EuroPride in two of the country’s cities next year, as the nation looks to expand its global appeal.

Stockholm pride. Photo Credit: Magnus Liam Karlsson
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"Every part of the country welcomes gay and lesbian visitors, we're proud there is something for everyone in Sweden"

The pan-European LGBTQ event is hosted by a different city across the continent each year, with Sweden the first destination to host EuroPride in two cities. It will take place between July 27 and August 19, beginning in Stockholm and ending in Gothenburg.


Gabriel Dorch, marketing manager of Visit Sweden, said the country was proud to host the event. “Stockholm has previously hosted EuroPride in 1998 and 2008, and organisers of Stockholm Pride and Gothenburg’s West Pride are joining forces to create this amazing event in ‘two cities, one summer’.


“Every part of the country welcomes gay and lesbian visitors. From nature to food to design, we are proud that there is something for everyone in Sweden and we are thrilled to welcome all travellers, not just for EuroPride but at any time of year.”


Dorch said the country had been proactively marketing and engaging influencers in the gay and lesbian community for many years, predominantly in the UK and US markets, but he added that the tourist board was “hoping to expand the number of global visitors to the country by appealing to this community”.


He said Visit Sweden would be revamping its “landmark” LGBTQ campaign “Sweden. You’re welcome”, which launched in 2016 and is designed to inspire gay and lesbian visitors to Sweden through “weekly stories and multimedia content”, which he said were developed by “travel ambassadors who know and love the country”.


Dorch said the revamped campaign would focus on “new people sharing their passion and stories”. It has a dedicated website for LGBTQ tourists – visitswedenlgbt.com – as well as a bespoke twitter handle @VisitSwedenLGBT.

Where and when?

Visit Sweden is exhibiting on stand EU840b

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