Summers in Europe are becoming increasingly hot due to climate change with several southern popular tourist destinations being hit by heat waves and forest fires. Coolcations in northern destinations are becoming increasingly popular. Maybe an idea for the planning of your next gay vacation? I went to Stockholm to refresh. I was mainly curious about what the Sweden’s capital has to offer to LGBTQIA+ tourists. The Scandinavian country has a gay-friendly reputation, taking a top 10 place in the 2026 Rainbow Map of ILGA Europe alongside the other Scandinavian countries. But is Stockholm really hot as gay destination? It was time to take the temperature in person!
Having thoroughly enjoyed my Stockholm journey, it was time for some souvenirs. Sweden is known for a lot of different things, which offers many possibilities for a delightful cliché souvenir. Here are my top picks!
Swedish underwear
The first souvenir is linked to the Swedish former professional tennis player Björn Borg. In the late 1970s he was by far the most successful male tennis player of the world. In his career he won eleven majors: six at the French Open and five at Wimbledon. Besides that he won several single titles and was at the number one in the ATP for several years.
After his tennis career Björn Borg launched a fashion label carrying his name. It’s mostly known for its 17-piece boxer brief designed for the ultimate fit. The underwear also stands out because of its bold prints and colors with which the company moved away from traditional, plain undergarments.
In Stockholm you have a Björn Borg shop in shopping centre Sturegallerian.
A nice cliché souvenir is a set of Björn Borg underwear rainbow colors or why not go for a set of rainbow socks?
Candy for your sweetheart
Those who have a sweet tooth might opt for Swedish candy. A brand worth mentioning is BUBS. The company that produces the candy was founded in 1992 by the Lindström family. Rapidly the candy became a Swedish favorite and spread sales around the world. Typical for the candy are the bold sweet-and-sour flavor combinations. The striking, playful shapes like skulls and ovals also stand out.
BUBS has its own store in Stockholm. Sometimes you have to queue to get inside and there is a steward at the entry to manage the crowd.
A few years ago the candy become an internet hit due to a viral TikTok video. Sales in the United States skyrocketed. The whole hype in 2024 even got so out of hand that Niclas Arnelin, business manager at Orkla (the Swedish company that owns Bubs), released a statement: “We don’t have enough candy.” This international craze forced the brand to stop exporting the candy to new overseas markets and to prioritize supplying Scandinavia. To deal with the situation the company expanded its factory in Jönköping, Sweden.
Candy is definitely a great gift for your sweetheart(s) back home. You can also honor a Swedish tradition: lördagsgodis. Literally translated this means ‘Saturday candy’. Already decades ago Swedes were advised to avoid daily sugar consumption over health concerns. But it’s only fair to indulge once a week. Families and individuals head to local supermarkets on Saturdays to fill bags with candy as a weekly treat. And it’s not just the kids who eat plenty of candy on Saturday!
Dala horses
A more traditional souvenir is a Dala horse. It’s a carved, painted wooden statuette of a horse. Its name originates from Dalarna, a region in Central Sweden. The statuette is traditionally painted in red but can be found in several colors in the souvenir shops.
The prices can vary a lot and there are different sizes, so it’s worth comparing before you buy one.
Rainbow ABBA merchandise
A last souvenir I can recommend is the rainbow ABBA merchandise. There is a variety of merchandise: key rings with pink disco balls and the ABBA-logo in rainbow colors, T-shirts with ‘Dancing queen’ prints and several other items. They can all be found in the gift shop of ABBA The Museum.
Apart from ABBA being the most famous Swedish band, you also support Regnbågsfonden (the Rainbow foundation), a non-profit organization by buying these items. Regnbågsfonden is a Swedish organization that provides financial support to LGBT organizations around the world, as well as private individuals. For every item sold from the Pride Collection, ABBA The Museum donates 20 Swedish krona to Regnbågsfonden. This way buying a souvenir becomes a small sign of gay solidarity.
There is more
These are just my personal favorites. In the shops you can find many other typical Swedish souvenirs. Think about Pippi Longstocking items, Moomin items, Swedish candlesticks, Fika trays (Fika is a Swedish cultural tradition where you take a deliberate pause to drink coffee, eat baked goods and socialize with other people), Swedish glog (Scandinavian mulled wine), Knäckebröd (Swedish crisp bread), Sámi Jewelry, Swedish glassware, reindeer stuffed animals …
There is nothing wrong with a good national cliché, also when it comes to souvenirs. I often really like clichés. They can be cheerful. But if you’re going to go for a cliché, you better go all the way!
Gay destination
Stockholm has so much to offer you can easily spent an entire week there. The conclusion of this set of articles on gay Stockholm is that it is a great LGBT destination. Especially now that summers are becoming increasingly unpleasant in Southern Europe as a result of climate change, Stockholm is a good alternative that can serve as a coolcation. I certainly hope you will enjoy the city as much as I did. See you next time in Sweden’s capital!