Travel PR is delighted to announce that it will, once again, be representing the West Sweden Tourist Board following a competitive pitch to promote the region in the UK market. 

The new partnership has already begun and will see Travel PR amplifying the region's unique travel experiences through a strategic PR campaign that will target UK influencers and media. 

The wild, lesser-known region of West Sweden is one of tantalising contrasts, offering travellers plenty of scope for diverse, multi-centre itineraries and eco-conscious activities amid dramatic, unspoilt nature.  

Stretching all the way north to Norway lies the craggy coastline of Bohuslän, featuring no less than 8,000 rugged islands and islets dotted with colourful fishing villages, swimming jetties for refreshing ocean dips and a rich maritime flavour, unlike anywhere else.    

In bucolic and compact Dalsland, often called 'Sweden in miniature', dense forests and vast lakes dominate the landscape, offering fantastic hiking, cycling and kayaking opportunities.   

Västergötland, the region's cultural heart, is a historic inland province of rolling fields, fertile farmland, and majestic castles. It's also home to the impressive Göta Canal, offering an unforgettable journey between locks, lakes and cosy cafes, either by boat or bike alongside its scenic banks.   

Gateway to the West Sweden region is unpretentious Gothenburg, with its laidback vibe and industrial edge. Sweden's second-largest city is now home to Scandinavia's highest building (the imposing Karlatornet) and, with new rail links set to dramatically improve travel to the West Coast (among several other initiatives), the city is becoming smarter, greener and more connected.     

Some of Europe's best seafood can be enjoyed on Sweden's West Coast – including oysters, mussels, crayfish and shrimp, served directly from the cold coastal waters to your plate. Seafood safaris offer the opportunity to learn about sustainable fishing and to harvest the shellfish yourself before tasting them.   

The entire region is a true champion of sustainable tourism – eco-lodges, low-emission stays, farm-to-table meals, and responsible tourism initiatives are deeply integrated and very community-focused, ensuring respect for the land and its people.  

From an isolated lighthouse experience at Pater Noster, to floating saunas, off-grid glasshouse cabins, and eco-friendly forest lodges, accommodation here is as memorable as the region itself.    

Ann-Charlotte Carlsson Chevrier, Head of Marketing, West Sweden Tourist Board, says: “Travel PR has always been passionate about West Sweden, and we are thrilled to be partnering with them again. Our diverse region has so many stories to tell – from culinary coastal trips and seafood safaris to cycling, hiking, kayaking and more in incredible natural landscapes – all with a strong focus on sustainable wholesome experiences that will really appeal to UK travellers.” 

Sue Ockwell, Travel PR's Managing Director, says: “Travel PR is exceptionally well qualified to represent the wonders of West Sweden having previously provided UK public relations for the region for over 10 years. It's an exciting time to join forces once again and make it our mission to inspire UK adventurers to discover what makes West Sweden so special, as interest in travel to Scandinavia continues to grow.”  

Direct flights to Gothenburg are available from multiple UK airports (London Stansted, Heathrow and Gatwick, plus Manchester and Edinburgh). Flight-free options include travel by train via Brussels, Hamburg or Copenhagen (around 20–24 hrs), or a UK–Netherlands ferry and onwards by rail or car through Denmark (a ferry crossing from northern Denmark straight to Gothenburg is also possible).   

Ends – 8 October 2025 

For media enquiries or commissioned press trips, please contact: 

Julia Farish or Sarah Belcher at Travel PR on 020 8891 4440 or email j.farish@travelpr.co.uk / s.belcher@travelpr.co.uk.  

For downloadable West Sweden images, visit Media Bank - West Sweden.