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Discover Sweden This Summer

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Discover Sweden this summer

Ready for a summer holiday and looking for travel inspiration? With fabulous nature all across the country, from white sandy beaches, beautiful archipelagos and scenic hiking trails, Sweden has much to offer on simple road trips.

Visit places you’ve only ever heard of and discover new hidden summer oases along the way. Remember that First Members always get an 11% discount, so if you are not yet a member, we recommend that you sign up for membership here. Remember to log on to  to get the discount. And one more thing – you can combine your discount with other selected promotions. Just great!

Western Sweden

Start your journey in Western Sweden and discover exciting adventures and amazing nature. Take the trip from Värmland to Dalsland and continue to Gothenburg. Hiking, kayaking, cycling or jumping on a boat along one of the many canals in the area. Or why not immerse yourself in some of the rich cultural highlights?

Stay at one of our hotels in the area: First Hotel G in Gothenburg, First Hotel Bengtsfors, First Hotel Royal in Säffle and First Hotel River C in Karlstad.

The Industrial Landscap Norrköping

Road trip: Eskilstuna - Örebro - Jönköping - Norrköping

How about venturing on a road trip through cities you have yet to explore, such as Stockholm and Gothenburg? Here are some suggestions for some of the best experiences Sweden has to offer. First up, Eskilstuna and Örebro. The trip then takes you around Lake Vättern to Jönköping and Norrköping.

Experience our hotels on the road: First Hotel City in Eskilstuna, First Hotel Örebro, First Hotel Jönköping and First Hotel Central in Norrköping.


The Stockholm Region

Stockholm is known as one of the most inclusive and welcoming cities in the world. Its modern, urban vibe is balanced with hundreds of years of history and the closeness to nature. Our recommendations for Stockholm revolve around nature and the archipelago. A short boat or ferry ride from the downtown buzz of Stockholm brings you to a heavenly landscape with many experiences in scenic nature.

Stay at one of our hotels: First Hotel Solna, First Hotel Brommaplan or First Hotel Lindö Park.


Travelling in Dalarna is like experiencing Sweden in miniature. The mountains and the Sami culture, the lakes, the red cottages, the handicraft tradition, and the exciting industrial history. Everything is close at hand. The Falun UNESCO World Heritage Site not only covers the Falu Mine itself, but the entire landscape around the city of Falu with its historic red-painted neighbourhoods and rural mines.

Stay at First Hotel Grand in Falun.

The Gulf of Bothnia (East coast of Sweden)

The beautiful coast along the Gulf of Bothnia stretches 850 km from Gävle in the south to Haparanda, on the border to Finland, in the north. The long and winding E4 road takes you through inspiring cities and local communities, all within reasonable driving distances. Explore the areas where mountain rivers from the west meet the Gulf of Bothnia, and discover the incredibly varied archipelago and coastline at Höga Kusten and Kustvägen.

Experience the beautiful coast and stay at one of our hotels: First Hotel Statt in Söderhamn, First Hotel Strand in Sundsvall, First Hotel Stadt in Härnösand, First Hotel Kramm in Kramfors, First Hotel Statt in Örnsköldsvik and First Hotel Dragonen in Umeå.

The Gotland holiday paradise

The holiday hotspot of Gotland is a very popular summer destination. Here you find beautiful beaches with fine-grained sand, exciting caves and lagoons, cosy restaurants and one of Sweden’s best golf courses: Visby GK. There are also many exhibition spaces and galleries around the island showcasing Gotlandic design, including ceramics, concrete, wool, leather and textiles. The Visby UNESCO World Heritage site has been named one of the best-preserved medieval Hanseatic cities, so it is no coincidence that a Medieval festival is held here every year.

Stay at First Hotel Kokoloko in Visby which has a swimming pool, Jacuzzi, sauna, open-air bar and parking right outside the entrance. Or take the trip to the scenic Kappelshamnsviken on northern Gotland and stay in one of the premium villas at Västös Strand by First Hotels.