Swedish summer celebrations:

The Day of the Herring, 6 June

In West Sweden, people are so passionate about herring that there's a day dedicated to the fish - Herring Day, on 6 June. Herring is an important part of the region's history, as locals started to make a living out of it a thousand years ago. If you're in Gothenburg that day, enjoy a free traditional open air concert by the Gothenburg Symphony Orchestra at Slottsskogen City Park at 2 pm.

Alternatively, head to Klädesholmen on the island of Tjörn, which is also known as 'Herring Island' - 40% of Sweden's herring comes from the island. Tuck into a herring lunch overlooking the pretty harbour and take a tour of the herring factory or a heritage walk around the island. There are a lot of additional activities taking place in Klädesholmen that day, including music on the quay and a local market making its special recipe for Midsummer herring. Arriving 6 June, B&B at the Salt & Sill floating hotel costs £131 pp (two sharing), including a traditional herring lunch and a delicious three-course dinner right on the water's edge. Call Salt & Sill on +46 304 673480 (www.saltosill.se).

Midsummer Eve, 20 June

Take part in a very Swedish tradition by marking the arrival of summer on Midsummer Eve. After the country's dark winters, this National Day is much celebrated, with Midsummer Eve being one of the lightest days of the year. Maypoles are raised everywhere - in villages, in cities and at famous landmarks, such as Läckö Castle, which sees thousands of visitors gather on its lawns every Midsummer Eve. At each celebration throughout the country, everyone tucks into a traditional Midsummer feast, including pickled herring, boiled new potatoes with fresh dill, soured cream and red onion – as well as fresh strawberries and a great deal of schnapps! Another tradition sees girls putting flowers in their hair and placing seven different flowers under their pillow, in the hope that they'll dream about their future spouse.

Here are some of the best places on Sweden's west coast to toast Midsummer Eve (all around an hour's drive north of Gothenburg):

...At the splendid Gothic villa and Taste of West Sweden-accredited restaurant Villa Sjötorp, Ljungskile. Built in 1901 and converted about seven years ago into a 14-room hotel and outstanding restaurant, it's here that you'll sink into a bygone era of gracious yet casual living. It boasts a blissful garden that overlooks the sea and is a serious contender for one of the most peaceful spots in Sweden. Devour fresh strawberries on the terrace, take a short stroll along the shore to watch the Maypole dance at Victoriaparken in Lyckorna and then indulge in a three-course Midsummer feast. Arriving 20 June, one night's accommodation with breakfast and a Midsummer dinner costs £150 pp (two sharing). Call Villa Sjötorp on +46 522 20174 (www.villasjotorp.se/eng).

...At the famous floating hotel and restaurant Salt & Sill on scenic Tjörn Island. Watch the Midsummer celebrations in Klädesholmen or borrow bikes and cycle to the festivities in nearby Skärhamn or Rönnäng. Spend the rest of the day relaxing in the hotel's outdoor hot tub and enjoy traditional cuisine at the Taste of West Sweden-accredited restaurant. Arriving 19 or 20 June, one night's B&B, a herring lunch, a three-course dinner and bike hire costs £146 pp (two sharing). Call Salt & Sill on +46 304 673480 (www.saltosill.se).

…At the traditional coastal retreat of Styrsö Skäret Guest House on the beautiful island of Styrsö. The guest house stands just a stone's throw from the sea and the view from the dining room and terrace is magnificent. Join in the dancing at Styrsö Bratten on Midsummer Eve and follow the old tradition by strolling along the shoreline to find seven different flowers to place under your pillow, to ensure you dream of your future spouse. Arriving 20 June, one night's B&B, tea & coffee with midsummer cake, a three-course dinner and a summertime aperitif costs £174 pp (two sharing). Call Styrsö Skäret Guest House on +46 31 973230 (www.pensionatskaret.se).

…Or why not celebrate with a Swedish crayfish party in late summer?

Crayfish parties are one of Sweden's most fabulous traditions, where Swedes celebrate the summer that's almost past. They are usually rather private events...until now. Join in the crayfish celebrations at Väderöarnas guesthouse on the Weather Islands – West Sweden's most westerly, windy and warmest islands. Its new party idea gives guests the chance to catch seafood delicacies fresh from the ocean before a big crayfish feast is cooked up, accompanied with schnapps and traditional drinking songs. One night's B&B costs from £264 pp (two sharing) including boat transfers to the islands from Fjällbacka, lunch and a crayfish party. Available for stays between 18 August and 23 September. Call Väderöarnas Värdhus guesthouse on +46 525 32001 (www.vaderoarna.com).

Sample Shellfish Journeys in the spring and summer:

Late spring and summer are the best seasons for mussels, oysters and crayfish. Here are three new shellfish journeys to whet your appetite for these stunning seafood delicacies:

Mussels

Mussels in West Sweden literally burst with flavour in the spring thanks to the cooler coastal waters, which allow them to grow slowly. Set off on a mussel expedition in Ljungskile (an hour's drive north of Gothenburg) and visit the local mussel bank with knowledgeable local skippers to see how the delicacies are harvested. Tuck into a delicious pot of fresh mussels, cooked over an open fire in salty seawater and white wine. The trip costs from £266 pp (two sharing) including a mussel expedition, lunch, B&B at the Taste of West Sweden-accredited guesthouse Villa Sjötorp and a spectacular shellfish dinner. Call Villa Sjötorp hotel and restaurant on +46 522 20174 (www.villasjotorp.se).

Oysters

Perfect your oyster-opening skills in the fishing village of Grebbestad, the home of Sweden's oysters and host to the Nordic Championships in Oyster Opening (2-3 May 2014). Everts Sjöbod offers oyster safaris at a wonderfully-restored 19th century boathouse, which features a natural oyster bed beneath. Learn how to gather and shuck the oysters and then taste the delicacies with Grebbestad's own beer, Carnegie Porter. A two-hour oyster safari costs £75 pp. Everts Sjöbod has also expanded its on-site accommodation, opening three new incredibly quaint boathouses in March this year. Each boathouse features two double rooms with kitchen and bathroom facilities, and treats guests to soothing ocean views. The B&B at the new boathouses costs from £66 pp (two sharing) including breakfast. Call Everts Sjöbod on +46 525 14242, www.evertssjobod.se.

Crayfish

Summer (particularly August) is the perfect season to catch and eat crayfish.  Join a friendly and experienced fisherman on a boat trip out to sea to learn everything about these delicious delicacies, on a three-hour safari around Smögen's beautiful archipelago. Guests can then cook their catch onboard and enjoy a crayfish feast on a nearby island with their own picnic basket. A sea-borne visit to the fish auction in Smögen is also possible. Once back on dry land, guests can make use of Smögens Hafvsbad's relaxing spa facilities followed by a delicious three-course meal in the evening. There is an abundance of top attractions nearby, including Hållö Lighthouse and Chapel. One night's B&B at Smögens Hafvsbad costs from £200 pp (two sharing) including a three-hour crayfish safari, crayfish snack basket, three-course dinner and entrance to the spa and fitness centre. Call +46 523 668450 (www.smogenshafvsbad.se).

Summer tour operator packages - all NEW for 2014:

Two-centre coastal escape – West Sweden from £1,195 pp with Inntravel

Combine two of West Sweden's most scenic coastal hotspots – the Koster Islands and Fjällbacka fishing village. Cycle around South Koster Island, dine at the Koster Gardens restaurant and then travel south to explore the setting of Camilla Lackberg's crime fiction tales in Fjällbacka. There's even the chance to take a boat trip to the Weather Islands, a heavenly spot for seafood and stunning sunsets. The trip costs from £1,195 pp including six nights' B&B (two sharing), five dinners, one-day bike hire and transfers (bus/rail and ferry). Available for stays between 14 June and 19 July. Flights extra. Call Inntravel on 01653 617001 (www.inntravel.co.uk).

Koster Islands escapades – from £650 pp with Discover the World

Spend two nights exploring Gothenburg, with plenty of options for sightseeing, then take a train to Strömstad and hop on the ferry over to the Koster Islands for three nights, staying at the delightful Koster Hotel. The Kosterhavet Marine National Park is a haven for divers and snorkelers, with more than 12,000 different species above and below the water. Kayakers can explore the sheltered waters and secluded beaches and there are also numerous scenic routes for cycling and hiking. Additionally, there are plenty of shellfish safaris, and guests can try their luck at mackerel, crab, lobster or trout fishing. Five nights' B&B (two sharing) costs from £650 pp including flights (Heathrow) and return train and ferry tickets. Call Discover the World on 01737 214 250 (www.discover-the-world.co.uk).

Fly-drive along the West coast – from £965 pp with Wexas Travel

This six-day fly-drive takes in the scenic routes of the West coast to see local history and to try the region's delicious food. Stay in beautiful country hotels full of charm and character, all renowned for their excellent cuisine. Combine a two-night stay at the Elite Plaza Hotel, Gothenburg, with a night each at three other elegant and homely hotels scattered across the nearby countryside. The trip costs from £965 pp (two sharing) including five nights' B&B (two nights at the Elite Plaza Hotel with breakfast, one night each at the Styrso Skaret Guest House, The Bjertorp Slott and the Villa Sjötorp on a half board basis), flights (Heathrow) and two days' car hire. Available for stays between 1 May and 30 September 2014. Call Wexas Travel on 020 7590 0618 (www.wexas.com).

Experience Swedish island life – from £751 pp with Sunvil Discovery

Swedish people enjoy living life, spending quality time with family and friends, being active and being outdoors (regardless of the weather) and eating local and seasonal produce. A new four-night itinerary discovering Fjällbacka, the Koster Islands and the Weather Islands showcases the essence of Swedish island life and the rugged beauty of the West Coast. Four nights' B&B (two sharing) at Stora Hotellet Bryggan, Fjällbacka – home of renowned novelist, Camilla Läckberg – costs from £751 pp (two sharing) including flights (Heathrow) and car hire for easy exploration. Call Sunvil Discovery on 020 8758 4722 (www.sunvil.co.uk).

Additional NEW summer holiday ideas:

Luxury coast-to-coast cycling trip in Orust

This relaxing three-day cycling trip is for anyone who enjoys the finer things in life! Experience Orust's most scenic cycle routes, passing through quaint fishing villages, fascinating museums and galleries and witness stunning sea views along the way. Spend the first night at the stylish Lådfabrikens Bed & Breakfast after a delicious three-course dinner at Restaurant Bryggvingen, beautifully located on the small island of Lyr. The second night will be spent enjoying fantastic food and live music at Slussens Pensionat Orust guesthouse. Two nights' B&B costs from £346 pp (two sharing) including two three-course dinners, two packed lunches, transportation of luggage, cycle hire and a cycling map. (Cycle routes are classed as easy.) Flights extra. Call Slussens Pensionat Orust on +46 304 375 25 (www.slussenspensionat.se).

Läckö nature and culture trip

This two-daycultural trip of Läckö is for those who want the freedom to explore the culture, food and outdoors scenery in and around Läckö. Guests can explore the region themselves by bike on the first day, whilst making the most of a guided tour on the second day, including a visit to the magnificent Läckö Castle. Both evenings end with a delicious two-course dinner at one of West Sweden's White Guide restaurants - guests can choose between Hvita Hjorten, Sjöboden Spiken or Pirum Restaurant and Wine Bar. Two nights' B&B costs from £199 pp (two sharing) including two two-course dinners, one lunch at Hvita Hjorten, one day's bicycle hire and entrance to Läckö Castle. Flights extra. Available for stays between 15 May 2014 and 15 September 2014. Call Läckö-Kinnekulle on +46 510 200 20 (info@lackokinnekulle.se). 

Meet the locals with a Swedish summer homestay

Visitors to West Sweden are now able to enjoy a truly authentic experience in the region thanks to the new project www.meettheswedes.com. This initiative enables Swedes living locally to hire out accommodation to visitors, including their spare rooms, summer houses, apartments and cottages. It's an enriching and very affordable way for visitors to fully immerse themselves in the enviable Swedish lifestyle and to benefit from in-depth local knowledge about what's good to see and do in the region. It's possible to browse local homestay options based on an array of summer activities on offer, including foraging for strawberries or mushrooms, guided nature walks, kayaking trips, seal safaris and sailing.

Family adventure in Dalsland

This two-day family adventure starts with an exciting mountain bike ride from Silverlake in Bengtsfors, where you'll cycle past lakes, locks and rapids before reaching Dalsland Aktiviteter, the largest wilderness experience in West Sweden; on offer is a wide range of adventurous activities for kids of all ages, from pony rides and gold panning to climbing walls and conquering obstacle courses. You'll then spend the night in a tipi, with a cosy fireplace to keep warm. On day two, you'll cycle past stunning forests and lakes before reaching Baldersnäs Lantrasgård (Baldersnäs farm), where you'll stop for a bite to eat and have time to explore the farm. A boat will pick you up from the harbour and take you along one of the most beautiful parts of the Dalsland Canal, back to Bengtsfors. One night's stay in a tipi costs £132 pp (adult) and £108 (child) including breakfast and a simple BBQ, mountain bike hire, a boat trip on the Dalsland Canal, sleeping bag rental, entrance to Baldersnäs Lantrasgård and an adventure package to Dalslands Aktiviteter. Flights extra. Available for stays between 16 June and 30 August 2014. Call Silverlake on +46 531 12173 (www.silverlake.se).

Summer sporting events:

Stena Match Cup, 30 June - 5 July, and Lysekil Women's Match, 4 - 9 August

Witness the Stena Match Cup from historic Marstrand Island in early July (a 45-minute drive north of Gothenburg). Over 100,000 visitors gather on the cliffs and quaysides of this picturesque island setting to follow these gripping yacht races which attract competitors from the Olympics, World and European sailing championships. Or head a little further north to the coastal gem of Lysekil for another sailing spectacular in August - the world's biggest match racing competition for women, the Lysekil Women's Match. Visit http://www.stenamatchcupsweden.com or www.lysekilwomensmatch.com.  

Dalsland Canoe Marathon, 9 August

Take on the challenge of the annual Dalsland Canoe Marathon, Sweden's largest canoe event, on Saturday 9 August. Glide along the 55km route, crossing sparkling lakes and waterways; all ages and abilities can take part. Registration costs from 800 SEK pp (£75) for adults and 200 SEK pp (£18) for juniors (12 – 18 year olds).

For those who want to practice their kayaking skills before the race, the Training Camp Dalsland, organised by Dalsland Canoe Marathon, takes place from 27 - 29 June. The intensive three-day intensive course is held in Bengtsfors, a short distance from the marathon finish line; both amateurs and experts are welcome. The training camp is led by professional teachers and is ideal for those looking to practice their paddling technique and learn how best to prepare for the race. The course costs £319 pp, including two nights' accommodation (double room). Registration must be no later than three weeks prior to the training course.

Call Training Camp Dalsland on +46 531 526888 (info@campdalsland.se).

The Dalsland Canoe marathon Open Water is all about paddling the race in your own time, without participating in the actual race. The only requirement is that participants complete the 55 km course within three consecutive days. Once you cross the finish line, you will receive a diploma as proof of your efforts! The Open Water ticket costs £27 pp including a map, access to the camp sites along the race course, lunch at Brukshandeln café in Gustavsfors and the diploma. Call Camp Dalsland on +46 531 526355 (turist@bengtsfors.se).

Other events, openings and news:

Way Out West music festival,7-9 August

Some of the biggest names in music will once again take to the stage at one of Europe's leading festivals - Way Out West - held in Gothenburg's centrally-located Slottskogen Park. The line-up includes Röyksopp & Robyn, Queens of the Stone Age, Little Dragon, Outkast, The National and Icona Pop, with more A-list acts to be added. The eco-certified festival also sees eclectic 'Stay Out West' performances at clubs and culture hubs around the city. A three-day festival ticket costs £174 pp, including access to all Stay Out West gigs. Visit www.wayoutwest.se/en  

New budget-friendly hotel in the heart of Gothenburg

STF Göteborg City is a newly-built hotel and hostel - a welcoming urban base camp in the centre of Gothenburg's pulsating restaurant and shopping district, just three minutes from Central Station. The hotel only opened in late March and provides compact, well-planned three-bedded and four-bedded rooms with en-suite facilities and very comfortable beds. The common areas around the lobby offer breakfast, city guide information and an indoor campfire! There is also a self-catering kitchen and a café with deli, where you can make a meal for yourself. A one-night stay (two sharing) costs from £39 pp for members (non-members pay an additional £5 per night). Call +46 84 63 21 00 (www.svenskaturistforeningen.se/en).

New Taste of West Sweden restaurants

14 more restaurants that make the most of West Sweden's first-class produce became Taste of West Sweden accredited earlier this month (April), raising the number of gastronomic eateries in the scheme to 46 restaurants. The new highly-regarded foodie hotspots include the Vann Spa hotel and conference centre, beautifully situated in a nature reserve at Gullmarsfjorden; Hvita Hjorten in Lidköping, next to Läckö castle, which has recently won 'Local Gastronomy of the Year' in the annual White Guide Awards, and Marstrands Havshotell on the scenic island of Marstrand. Find out more about all the Taste of West Sweden restaurants here.

Gothenburg to Bohuslän – 50% discount for entry to key attractions
The Gothenburg city card, which gives visitors free entrance to a range of sights, attractions, museums and day trips, now includes the region of Bohuslän. If you show your city card at the entrance to Strandverket (Marstrand), Carlstens Fortress (Marstrand), The Nordic Watercolor Museum (Tjörn) and Bohus Fortress (Kungälv), you will now enjoy a 50% discount.

For an insider's guide to events and experiences in West Sweden, follow the latest blogs at www.explorewestsweden.com.

Connect with West Sweden and Gothenburg on Facebook (www.facebook.com/GothenburgWestSweden) and Twitter (www.twitter.com/westswedentb).

Holidays to West Sweden are available through numerous specialist tour operators, including, Best Served Scandinavia, Black Tomato, Discover the World, Inntravel, Nature Travels, Off The Map Travel,Original Travel, Seasoned Travel, Simply Sweden, Sunvil Discovery and Taber Holidays.

West Sweden can be reached by a short two-hour direct flight to Gothenburg with British Airways (Heathrow), Ryanair (Stansted and Edinburgh), SAS (Heathrow), Norwegian (Gatwick), British Airways/Sun-Air of Scandinavia (Manchester) and bmi regional (Birmingham).

Ends

Press: For more information on West Sweden, including press trip opportunities, please contact Rebecca Milne at Travel PR on 020 8891 4440 (r.milne@travelpr.co.uk).