By Hanna Karkea, Relationship Manager at All Nordics
In April, I attended the Swedish Workshop in Kiruna, which felt especially meaningful because it was so close to home for me.
The event took place at Aurora Kultur och Kongress, right in Kiruna’s new city centre. There was something quite special about welcoming international travel professionals to a destination that represents such an important part of northern Sweden’s future and identity.
Although the workshop was relatively small, with around 200 attendees, that was exactly what made it so valuable. It felt less like a large trade show and more like a chance to genuinely connect with people. By the end of the event, it almost felt like I had shaken hands with everyone in the room.
A Full Day of Conversations
I had 17 scheduled meetings throughout the day, along with many more spontaneous conversations during coffee breaks, lunch, and the evening mingle. Agents had travelled from all over the world, and it was inspiring to hear what travellers are looking for right now and how much interest there continues to be in Nordic experiences.
What stood out most was the shared appreciation for meaningful travel. The conversations were not just about hotels or activities, but about creating experiences that feel authentic, personal, and connected to nature and local culture.
That is exactly what we aim to do at All Nordics.
@ Jessica Nildén
Meeting Partners Across the North
One of the highlights of the workshop was seeing so many of the suppliers we work closely with throughout the Nordics.
It was wonderful to reconnect with partners including Treehotel, Arctic Bath, Niehku Mountain Villa, Arctic Safaris, Elite Hotels of Sweden, ICEHOTEL, Kiruna Sleddog Tours, Outback Abisko, and Husky Home, among many others.
These relationships are such an important part of what we do. Behind every itinerary is a network of passionate people who care deeply about the destinations they represent and the experiences they create for guests.
Meeting in person always reminds me how much collaboration and local knowledge shape the journeys we build.
An Evening in Kiruna’s New City Hall
After an intense day of meetings, the evening ended in a truly memorable way.
We were invited to a three-course dinner in the heart of Kiruna’s new city hall, an impressive building that symbolises the city’s transformation and move to its new centre. Sitting there with industry colleagues from around the world, sharing stories and ideas, felt like a celebration not only of Swedish tourism, but of the people behind it.
The night was made even more magical by entertainment from Swedish magicians Brynolf & Ljung, who brought plenty of surprise and laughter to the evening.
Why Events Like This Matter
Workshops like this are an important reminder that travel is ultimately about people and connection.
At All Nordics, we spend a lot of time designing experiences for travellers from across the world, but events like the Swedish Workshop give us the opportunity to strengthen the relationships behind those journeys too. Whether speaking with agents, suppliers, or industry partners, every conversation helps us better understand how we can continue creating thoughtful, memorable Nordic experiences.
And having it all happen in Kiruna, surrounded by the landscapes and people that make this region so unique, made it even more special.
