If the run-up to Christmas already sounds exhausting, Gothenburg has a rather Swedish solution: slow down, light a few candles, add saffron buns, and call it julmys.
Göteborg & Co is inviting eight international guests to spend a long weekend in the city to experience what it describes as the ultimate Swedish julmys. The experience takes place from November 13–15, 2026, and applications are open through October 9. Travel to and from Gothenburg, accommodation, activities, and selected meals are included for those chosen. Applications are available through Gothenburg’s official visitor site.
The campaign is designed around a simple idea: Swedish Christmas is not only about presents and packed schedules. It is also about slowing down, spending time together, and finding a little warmth in one of the darkest periods of the year.
What exactly does Julmys mean?
Julmys roughly translates to Christmas coziness, but that does not quite capture the full meaning. It can be a candlelit fika with saffron buns and glögg, an evening at a Christmas market, a Lucia concert before sunrise, or simply staying indoors with family and friends while it is dark and cold outside.
Unlike the Danish concept of hygge, which has become an international lifestyle term, julmys is specifically tied to the Swedish Christmas season and its traditions. Göteborg & Co says the idea is rooted in togetherness, light, and taking a break from the pressure that often builds around the holidays. Visit Sweden’s official press release describes the campaign as an antidote to festive stress.
A Lucia celebration 246 meters above Gothenburg
The centerpiece of the weekend will be difficult to top, quite literally.
Selected guests will attend a Lucia celebration before sunrise on the 69th floor of Karlatornet. At 246 meters, Karlatornet is the tallest building in the Nordic region, and Göteborg & Co is describing the event as one of the highest Lucia celebrations ever held.
Lucia is one of Sweden’s most recognizable winter traditions. Celebrated each year on December 13, it typically features a candlelit procession led by Lucia in a white gown and crown of candles, accompanied by singers performing traditional songs. Gothenburg’s official visitor guide describes the celebration as a symbol of light during the darkest part of the year.
Five very Swedish Christmas experiences
The Lucia celebration is only one part of the itinerary. The weekend has been designed around five different expressions of Swedish Christmas culture.
Guests will be served a West Coast-inspired julbord at Dicksonska Palatset, created by chef Gustav Trägårdh and drawing on Gothenburg’s seafood traditions. They will also visit Gunnebo House and Gardens for Christmas fika and its seasonal market.
Another stop takes the group onto Gothenburg’s canals aboard Julpaddan, a festive version of the city’s classic sightseeing boats, passing illuminated waterfront districts while hearing stories about Gothenburg’s maritime history.
The weekend also includes Christmas at Liseberg, where Sweden’s best-known amusement park turns into a winter attraction with market stalls, seasonal food, thousands of Christmas trees, and around five million lights.
Who can apply?
Applicants must be at least 18 years old. A jury will choose eight participants based on written submissions explaining why they deserve a break from Christmas stress and why they would make a good ambassador for Gothenburg’s version of julmys.
The selected guests will also be interviewed before and during the trip about their experience of Swedish Christmas traditions.
The application window opened on September 22 and closes at 3:00 p.m. CEST on October 9, 2026. The package includes travel to and from Gothenburg, accommodation, activities and selected meals during the November 13–15 stay. The full application details are available here.
Why Gothenburg?
Gothenburg has been leaning increasingly into winter tourism, combining traditional Swedish Christmas customs with a compact city center, markets, waterfront attractions, and one of Scandinavia’s largest Christmas experiences at Liseberg.
That appears to be resonating internationally. Visit Sweden reports that U.S. guest nights in Sweden were up 58 percent in 2025 compared with 2019, while American travel outside the traditional summer peak increased by 64.6 percent over the same period. West Sweden, including Gothenburg, ranks second only to Stockholm among Swedish regions visited by Americans based on guest nights.
For eight travelers this November, however, the pitch is much simpler: come to Gothenburg, turn down the Christmas stress, and see whether a weekend of candlelight, fika, Lucia, and five million Christmas lights can deliver the Swedish version of holiday calm.
Featured image: Lucia procession in Gothenburg. Photo: Studiografen Mika Aberra / Göteborg & Co.
