Our Brand Story

In the far reaches of northern Europe there is a place where the forces of nature have been working for 20,000 years to shape a dramatic landscape with the world’s highest coastline. This is a place where the steep mountains that dive straight down into the sea will leave you totally breathless.

The High Coast of Sweden has endured more than one Ice Age and what was a beach 10,000 years ago is now 286 metres above sea level. And just as the land is doing, the people in the region are also reaching for the sky. Those who live and work here are simple and friendly folk with big ambitions. They want the High Coast, the region they are so proud of, to be one of Europe’s foremost visitor destinations.

The High Coast of Sweden gives visitors from all over the world the possibility to experience a genuine, unexploited and authentic Sweden. This is where the forests, water and mountains make a magnificent backdrop to physical challenges, the discovery of new cuisines, and cultural events – the High Coast has plenty to offer whatever the season.

Brave visitors can try fermented Baltic herring or rock climbing, but the High Coast actually focuses more on harmony than on adrenaline. More on spending time with others around the campfire than on solo ascents of some of the world’s highest mountains. More on crispy waffles with cloudberry jam than on energy bars and liniment. Through the endless number of nature activities that you can take part in together with the people you like spending time with, you can gather the strength you need to enjoy your fast-paced, urban daily lives.

Welcome to the magnificent High Coast of Sweden.

Our Brand Story

In the far reaches of northern Europe there is a place where the forces of nature have been working for 20,000 years to shape a dramatic landscape with the world’s highest coastline. This is a place where the steep mountains that dive straight down into the sea will leave you totally breathless.

The High Coast of Sweden has endured more than one Ice Age and what was a beach 10,000 years ago is now 286 metres above sea level. And just as the land is doing, the people in the region are also reaching for the sky. Those who live and work here are simple and friendly folk with big ambitions. They want the High Coast, the region they are so proud of, to be one of Europe’s foremost visitor destinations.

The High Coast of Sweden gives visitors from all over the world the possibility to experience a genuine, unexploited and authentic Sweden. This is where the forests, water and mountains make a magnificent backdrop to physical challenges, the discovery of new cuisines, and cultural events – the High Coast has plenty to offer whatever the season.

Brave visitors can try fermented Baltic herring or rock climbing, but the High Coast actually focuses more on harmony than on adrenaline. More on spending time with others around the campfire than on solo ascents of some of the world’s highest mountains. More on crispy waffles with cloudberry jam than on energy bars and liniment. Through the endless number of nature activities that you can take part in together with the people you like spending time with, you can gather the strength you need to enjoy your fast-paced, urban daily lives.

Welcome to the magnificent High Coast of Sweden.