West Sweden Session April 2026

Cultural experiences designed for international visitors

Join us on April 15th at 10 AM (CEST) for a webinar exploring how culture across West Sweden has evolved into distinctive experiences that align with international travel seasons and interests.
You’ll discover places where culture is inseparable from the landscape and everyday life — and meet some of the wonderful people behind these experiences.

We’ll present destinations including Tjörn – Island of Art, where world-class contemporary art sits among fishing villages and the granite Bohuslän coastline; Borås, a city built on textile innovation and internationally recognised for one of Northern Europe’s most dynamic street art scenes; and Skara, at the heart of one of Sweden’s oldest cultural landscapes, where historic sites, museums and centuries-old traditions are complemented by significant art collections displayed in the town’s hotels.

Through short films and conversations with local experts, you’ll gain insight into how destinations and tourism businesses collaborate to create cultural experiences that are authentic, accessible, and ready for international visitors.  

Participating

• Ann-Charlotte Carlsson Chevrier and Karin Gesouli, West Sweden Tourist Board
• Marita Curran, Borås & Co and Linda Wallenberg, Borås Art Museum
• Karin Åkerman, Tjörn Tourism and Bera Nordal, The Nordic Watercolor Museum
• Emelie Byström, Västergötland Museum and Ulrika Kjellman, Skara Konsthotell & Skara Stadshotell