Whether your clients or readers are foodies, cultural addicts, design fanatics or in love with nature – Umeå has it all. Here are five reasons why you should choose our destination

1) Young and creative
The university city of Umeå with its 125,000 inhabitants, is the largest city in northern Sweden. Over 30,000 students give the city a youthful, modern touch, but also an international feel and the openness we are so proud of. Umeå is classified as one of the world’s foremost innovation cities and Umeå Institue of Design has for several years been ranked as the best in the world. The city has also made itself known in many other areas, not least in music. A living music scene has given local artists such as Tove Styrke, Fricky and Deportees a good breeding ground and popular festivals such as Umeå Open, Brännbollsyran and Umeå Jazzfestival have emerged. Of course, the city offers inspiring shopping in unique shops and modern malls, high-quality restaurants and comfortable hotels. Everything mixed with a large range of culture and interesting architecture.

2) City of culture
For those of us who live here, it came as no surprise when Umeå was voted European Capital of Culture in 2014. There is a vibrant cultural life here with art, theatre, dance and a music scene that includes everything from hardcore and hip hop to folk music and opera. Easily accessible and close. Creativity, quality and diversity are huge in the cultural hub of Northern Sweden. You don’t need to travel the world to experience international exhibitions and performances. The world comes to Umeå and Umeå creates culture for the world. For example, how about a world-wide collection of guitars at Guitars – The Museum? Or why not visit Bildmuseet, which was listed by The Telegraph as one of the world’s best museums? If not, a unique performance by the world’s northernmost opera house, Norrlandsoperan, might interest you?

3) The food capital of Northern Sweden
Umeå is a fantastic food town. There are plenty of restaurants where the setting and atmosphere guarantee to add an extra touch to your dining experience. New and trendy places are constantly popping up, which further strengthens the already large and varied supply. Nine of the city’s restaurants are listed in the restaurant guide White Guide, which also recommends several of our cafes. Most of them, regardless of focus, use produce from our part of the country – reindeer and moose, char, whitefish and whitefish roe, cloudberry, lingonberry and arctic raspberry … and not least meat and vegetables from the destination’s many farm shops. Amazing gourmet experiences with local ingredients are promised!

4) Wilderness around the corner
Throughout the year visitors can share what is our everyday life – the city’s pleasures combined with both calm and exciting outdoor experiences. Around the corner is beautiful countryside with wide forests, wild rivers and rolling seas to discover. Easily accessible trails for hiking, cycling or skiing, rugged dog-sled tours, white water rafting that makes the adrenaline pump or looking out for the northern lights that calm the soul…

5) Sports & events all year round 
Umeå is an event-filled city – not least in terms of sports. With a rounders cup with fine traditions, top teams in several sports (for example Dalen and IKSU in floorball, Udominate in basketball and Umeå IK’s cross-country skiers) and good opportunities for the residents to exercise, summer and winter, outdoors as well as indoors, it is not surprising that Umeå was named Sweden’s sports city in 2018!