Urban Attractions Meet Wilderness Adventures in Sweden

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Dog sledding in Sweden
Dog sledding in Sweden (all photos in this article: Andre Landeros Michel

Sweden offers a vast playground of big-city attractions in Stockholm matched by wilderness excursions in Lapland to the north, making it ideal for incentive groups looking to combine both experiences while visiting this Nordic country.

Stockholm’s history and culture are reflected in its myriad museums that double as event venues. The Vasa Museum is designed around a Swedish warship—the world’s only preserved 17th century ship—that once carried 64 cannons and 450 men before capsizing on its maiden voyage in 1628. Attendees can dine via candlelight at tables situated around the ship while taking turns on guided tours.


Equally reflective of a quite different part of Swedish culture is ABBA The Museum, where attendees can peruse original clothes, gold records and gadgets from the famous band. Attendees can also record their own material with hologram versions of the band members. This ’70s music mecca is available for corporate events in one of the museum’s 49 rooms, or the whole space can be rented out for up to 1,000 people.

Venturing north, attendees can explore the natural wonders of the Lapland province. A visit to Ebbenjarka Wilderness Lodge allows attendees to embrace the area’s winter activities that range from dog sledding to snowmobile rides to ice driving—which, yes, gives attendees the opportunity to actually drive little carts on ice tracks.


To embrace the area’s wintry culture even more, groups can watch an Ice Music Concert in a venue that is essentially a giant igloo made of ice and snow. The Icehotel, the world’s first hotel made of ice and snow, offers a similar experience, and even includes cold rooms with beds entirely made of ice. Groups should come for the area’s first snow when artists from all over gather to create the hotel out of snow, ice and light each year. Just don’t forget to bundle up!

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