Feb, 2024: We will soon announce our new Come to Sweden poster contest!

Oct 14, 2021: We're proud to announce our new contest: Come to Norden. Check it out!

Oct 7, 2021: We will soon announce a new exciting poster contest. Check back for updates!

The Northern lights took the winning spot!

It’s the northern lights that attracts travelers to Sweden! This is now a proven fact when the winner in our international travel poster competition has been awarded.

The winner is illustrator Anna Kuptsova from Ukraine! She is inspired by photographs from Sweden and by descriptions in literature. Now she dreams of visiting Sweden herself.

Kuptsova has named the poster “Discover Sweden”. And that is exactly what a classic travel poster should do: entice to adventures and curiosity.

I’ve never actually visited Sweden myself, but I'm fascinated by the magnificent nature and the untouched wilderness there. I really hope to see it with my own eyes one day, especially the northern lights, says Anna Kuptsova.

Kuptsova is an illustrator and graphic designer, she has a degree from the British Higher School of Art and Design and has worked with design, illustrations, and as an AD over the last decade.

– My main point of interest is to develop and create illustrations for editorial material and books, as well as creating posters, trademarks and album covers. Even though I always strive to learn something new, I get my inspiration from movies, literature, visual arts, and music, says Kuptsova.

Creative and beautiful travel posters have attracted travelers to Sweden from near and afar since the late 1800’s.

– I think that posters still are a cool way of attracting travelers today, says Kuptsova.

Runner up: All aboard!

Ruut Joensuu from Finland is the runner up, since her poster received the second most votes.

– Sweden is a beautiful, diverse country, with landscapes that change from rugged peaks to evergreen forests and from charming vivid cities to the fruitful soil of the south. I find it highly inspirational, and in my opinion, the best way to explore and experience Sweden is with a train ride across the country. My poster is a tribute to the versatile nature of Sweden as well as to the mindset of travelling ecologically, that the Swedes are known for. All aboard!

Read more about all these posters and order your own copy here!

Honorary awards

The following three posters all received a honorary award:

Travel to Sweden by Mae Liza Montibon, the Philippines

Swedish selfie by Agnieszka Węglarska, Poland


Closer to Heaven by Mareike Mosch, Germany

Read more about all these posters and order your own copy here!