Applications are now closed
A big thank you to everyone who wants to escape the stresses of everyday life and enjoy some julmys in Gothenburg. We have received 5,800 applications from a total of 15 countries. The lucky participants in ‘The Ultimate Gothenburg Julmys Experience’ will be contacted personally shortly. In the meantime, take the opportunity to explore goteborg.com and discover everything Gothenburg has to offer.
What’s included in ‘The Ultimate Gothenburg Julmys Experience’?
Over the course of one weekend, 13–15 November 2026, selected guests and their travel companion will travel to Gothenburg and stay at handpicked hotels in the city centre. While in Gothenburg, they will enjoy:
1. The world’s highest-altitude Lucia celebration
Experience one of Sweden’s most beloved traditions. Before dawn, you and the other selected guests will enjoy a unique procession on the 69th floor of Karlatornet by Gothenburg’s Lucia, with candlelight, song and sweeping views of the city lights below.
2. A West Coast-inspired Christmas buffet at Dicksonska Palatset
Settle in at the grand 19th-century Dicksonska Palatset. Created by renowned chef Gustav Trägårdh, this West Coast-inspired Christmas buffet brings together flavours from the sea and traditional festive favourites. Take your time, discover new tastes and return for a second helping.
3. Enjoy the illuminated city from the water aboard Julpaddan
Step aboard the sightseeing boat Julpaddan for a guided boat trip from Kungsportsplatsen to Liseberg. Watch the city’s Christmas lights shimmer on the water as you pass bridges, quays and waterfront buildings, while your guide shares stories of Gothenburg’s maritime past.
4. Christmas fika and Christmas market at Gunnebo House
Browse handcrafted gifts and locally produced food in the historic surroundings of Gunnebo House and Gardens, one of Sweden’s best-preserved 18th-century estates. Then pause for a traditional Swedish Christmas fika – a relaxed break for coffee, seasonal treats and good company.
5. Christmas at the amusement park Liseberg
Explore Liseberg, the largest amusement park in the Nordic region, transformed for the season with 2,000 Christmas trees and five million twinkling lights. Wander among the market stalls, hop onto one of the rides that are open for Christmas and round off your visit with dinner at the restaurant Liseberg’s Wärdhus.
What is julmys?
It’s that warm and cosy feeling when Christmas stress slows down and you simply enjoy the moment together with your friends and family. To maximise julmys we have put together five of our favourite local ways to find that warm and cosy feeling.
Q&A – ‘The Ultimate Gothenburg Julmys Experience’
Here you’ll find everything you need to know before applying, from who can take part to what the experience includes.
It is an attempt to spread Gothenburg’s Julmys around the world, where Gothenburg invites eight people from different parts of the world to experience the Swedish Christmas cosiness for real – as a counterbalance to the stress of Christmas. Over the course of a weekend, participants will get to experience five traditions that together make Gothenburg one of the Nordic region’s cosiest Christmas destinations.
Julmys is a distinctly Swedish way of enjoying Christmas: slowing down, spending time together and finding warmth and light during the darkest time of the year.
Applications are open to anyone aged 18 or over. Your travel companion must also be 18 or over. Please note that children and pets cannot be brought along, as the experiences included in the programme are designed for adults. Applicants must be available to travel to Gothenburg from 13 to 15 November 2026. You should also be comfortable spending time with a group of fellow guests and communicating in English. By accepting the prize, you agree to take part in content and communications produced by Göteborg & Co. Participants will be required to sign a model release agreement. Any material created during the experience may be used by Göteborg & Co in its Christmas communications without additional compensation.
You can apply via the application page, where you will be asked to tell us why you should be chosen for an authentic Gothenburg Julmys experience.
Yes. If you are selected, your travel to and from Gothenburg, accommodation and all five experiences included in ‘The Ultimate Gothenburg Julmys Experience’ will be covered for both you and your travel companion.
The programme includes five classic Gothenburg Christmas experiences: a Lucia celebration, a traditional West Cost-inspired Christmas buffet at Dicksonska Palatset, a trip on the Julpaddan sightseeing boat through the city’s Christmas lights, a Christmas fika and a Christmas market at Gunnebo House and Gardens, and a visit to Christmas at Liseberg.
The trip takes place from 13 to 15 November 2026, coinciding with the start of Gothenburg’s Christmas season.
A jury will review the applications and select the people whose answers best explain why they would benefit from a relaxing festive break in Gothenburg, as well as what they would be most excited to experience during their Gothenburg julmys weekend and why.
Yes. We will take photographs and film short clips of you and your travel companion during parts of the weekend so that we can share the story of your experience in our marketing. We will also conduct short interviews in English before and after the trip. There will still be plenty of time to enjoy the weekend without any cameras present.
Successful applicants will be notified after 9 October 2026, well in advance of the trip.