Aoife Nowell lived the expat life in Sweden for around a year. She left a little of her heart there, and before our trip to TBEXshe was quick to offer Cooper and I some excellent advice on where to drink and eat like a local in Stockholm.
You might like to jot these tips on awesome bars, cafes and restaurants down before your own trip…
Where to eat like a local in Stockholm – Aoife says:
My two favourite coffee shops are literally within 100 metres of each other and both near the square that I lived on. The first is called Il caffé and the second is Gilda.
They are completely different but both do amazing coffee and lunch and are great places to sit and chill. Il Caffé in particular will allow you to properly indulge in ‘Fika’ which the Swedes have every afternoon – it basically means a time to relax with each other and coffee and cake! The ‘cake’ for me should always be a cinnamon bun and Il Caffé 100% do the best we ever tried, it is known locally as Kanelbulle.
For a cocktail before dinner, there’s a bar called Gondolen which is at Slussen, just as you come on to Sodermalm from the old town. From here you’ll get some of the best views of the city. It can be a bit touristy but the view is worth it even if just for an hour.
Past that, my favourite bars were little local ones around where I lived, like one called Snottysand Bahnhof. Generally you can wander around anywhere and find plenty of great bars, I would just avoid Gamla Stan (Old Town) if you want something more authentic, as they’re naturally geared up for tourists and cruise ship trade and tend to be more expensive. There are lots of great options if you are in that area though.
There is a great bar / restaurant in Stureplan that I’d highly recommend called Riche – the food is really good (although it’s not in my top listed five below), however definitely a good place to go for a drink before or after dinner.
And five of my favourite places to dine, drink and eat like a local in Stockholm are:
1. Matsbaren – This place is just amazing! It’s pretty pricey but absolutely worth it. In the basement of the Grand Hotel, it is a Michelin starred restaurant run by Mathias Dahlgren. There are two restaurants, Matsalen and Matsbaren – it is Matsbaren I would recommend – my husband and I ate there the night we got engaged.
2. Pelikan – Has the best meatballs in town! Pelikan is a must for a typical Swedish meal. Set in an old Swedish beer hall, you can tell that it’s hundreds of years old. It is a terrific experience and the staff are great too. If you go here you have to have the meatballs with mashed potato and lingonberries. You can’t book this one but there is a large bar where you can wait, and it doesn’t take too long to get in.
3. Bar Central – Not really Swedish but just a great and unusual menu, good wine list and lovely environment to relax in. You won’t get a single tourist in this place either.
4. Miss Voon (pictured) – Not Swedish either, but combines Asian and European foods perfectly. Really nicely done inside, and if you like this kind of food then this place will be right up your street. Being positioned by the fresh Scandinavian waters, this is the best for amazing fish too.
5. Urban Deli– Urban Deli Nytorget is perfect for brunch or lunch. I wouldn’t pick it for dinner over the four above but it wouldn’t let you down. The concept is great – it’s a really nice mini food hall, with a cool bar and tables for breakfast, lunch or dinner and seating outside in the warmer months. They also have a bakery close by where they make everything fresh! Breakfast or brunch would be my recommendation for here, I lived literally next door – love it!
Everything in Stockholm was pretty straightforward in our experience, but we had one burning question which doesn’t necessarily have an easy answer: how do we buy alcohol in Sweden?
It’s not that we have a problem and ‘need’ alcohol in our lives, but actually, buying alcohol in Sweden comes with strings attached.
As a visitor, you’re likely to wonder about how to buy alcohol in Sweden too.
Sweden has a state-run chain of liquor stores called Systembolaget (or locally known as ‘systemet’), and these are the only stores allowed to sell beer, wine and spirits stronger than 3.5 percent.
If you think you might like to enjoy a beverage while visiting, we suggest you ask your accommodation provider where the closest systemet is.
Sweden has a reputation (which is somewhat justified) for being expensive for travellers.
To avoid paying for overpriced beverages in bars or at hotels, if you fancy a wine, the Systembolaget is the way to go.
Ready to let our hair down post-TBEX conference, you can imagine our shock when we discovered the local Systembolaget (downtown Stockholm has over 20) was closed at 1pm on Saturday afternoon.
We arrived to closed doors at 2.30pm!
There are no privately-owned liquor stores in Sweden and select supermarkets like the Co-op can only sell light beer.
The government set this up, in the hope these chains will minimise alcohol-related health problems. The idea is to sell alcohol in a responsible way, without the incentive of making a profit. They are strict about checking ID too.
You need to be 20 years old to purchase alcohol at Systembolaget stores. In bars, clubs and restaurants the drinking age is 18.
How to buy alcohol in Sweden: Systembolaget open hours
Monday to Friday 10am – 6pm
Saturdays 10am – 1pm
Sundays and public holidays: closed
Do you have tips or questions on how to buy alcohol in Sweden? Let us know in the comments.
All I can say about Stockholm is that you really should add the city to your travel bucket-list – at least 2 days in Stockholm, if not more. I insist.
Travel itinerary: 2 days in Stockholm
From the moment you arrive at the airport (Arlanda, in our case), the fresh, contemporary vibe is obvious and alive.
I gazed around the deserted airport and was instantly impressed by its creative, interesting spaces.
Stockholm is one of those neat, efficient cities too, and I’m glad because it’s one expectation I had.
We landed late at night (well, it was the wee hours of the morning actually), but regardless of the time, taxis were on hand, as was a speedy shuttle bus that makes the rounds every ten minutes to collect travellers who are destined for one of the surrounding hotels.
We’d flown in across a skyline lit up by a midnight sun – novel! It’s the latest I’ve ever witnessed the sun setting, and a sure sign we’d made it pretty far north.
Despite the 12.30am time slot, the sky still glistened with fading evening light, so we got a good look at the unique airport hostel suspended in the air within a Boeing 747.
Pretty cool, almost like a living outdoor piece of art.
Stockholm, capital of Scandinavia, was the first of our 2016 summer destinations because we were headed to the TBEX conference (my fourth), and we’re so glad the city hosted us!
To be honest, we may have put it off because countries in this region have a bit of a reputation for being expensive.
While the majority of costs we came across as travellers (accommodation, food, alcohol, tours, taxis, transfers etc.) were on par with London prices, I would say that yes, most visitors might feel a bit of a price pinch.
However, there are economical ways to experience Stockholm, and I’d definitely not let the exchange rate determine whether you visit this very magical city.
Stockholm is …
Built on 14 islands connected by 57 bridges and the very first European Green Capital, Stockholm really is one of the most beautiful cities we’ve been to.
It probably is up there within the top five prettiest capitals in the world (as the customs officer proudly boasted to us).
Other things we love about Stockholm include the decent, free WiFi (particularly important for digital nomads and bloggers, but then there are plenty of business travellers here too); transport is straightforward and easy to navigate, the people are really helpful and friendly and there’s no language barrier for an English speaker. The purchase of alcohol can be a bit tricky, but it’s ok if you’re organised (video coming on this topic soon).
Stockholm is a city of music, art, fashion and technology, not to mention being the home of the Nobel Peace Prize and annual awards.
If you’re on a budget, consider planning for two to four days to really get a nice taste of what Stockholm is all about.
We were in town for five days, but I’d booked flights and accommodation well in advance in the hope that I’d secure the best price.
Day one of our adventure (pre-conference) was a trip to Sweden’s oldest town, Sigtuna (post coming soon). By the time the conference ended, we really did only have a couple of days to see and do as much as we could. I felt happy by the end of the trip that I’d scraped the surface of this pretty city, and touched upon some terrific, highly-recommended experiences.
Here’s my best tips for you on how to spend 48 hours in Stockholm.
48 hours in Stockholm
We were staying near Central Station in Stockholm, and while I understand there are plenty of other options in other areas, if you can find accommodation near here it is very convenient for access to and from Arlanda airport, as well as being an easy point to explore from.
There’s also a mall that forms part of the station which includes supermarkets and convenience amenities.
City sightseeing
When we are short on time we tend to head straight for a hop-on-hop-off tour bus option which enables us to get our bearings and work out our priorities for the rest of the trip.
On the ground, you can buy a pass that offers 48 hours in Stockholm for exploring and doubles as a transport ticket.
There are three main tour-operators of this nature in Stockholm, and all include a boat tour option. It’s an easy place to start and provides an excellent overview of Stockholm which is actually a much bigger city than I imagined.
Vasa Museum
This place is a real treat – built around a huge old war ship which was destined to sink back in 1628.
The king at the time insisted that a double row of canons be built along each side, despite engineers’ pleas that it would never hold up. Within twenty minutes of the ship setting sail, it had capsized taking crew with her.
The ship sat preserved under the water in Stockholm’s harbour for over three hundred years. By 1961 Stockholm had the right combination of skills and post-WWII enthusiasm to raise Vasa to the surface, and because the water is low in salt here, the ship had hardly deteriorated (within reason, of course).
As such, you can walk around her now, and touch a little (or a large) bit of intriguing history. It really is very cool, and this attraction is listed in many top 10 lists of the best museums to visit in the world. Find out more here.
The ABBA museum
Just up the road from the Vasa Museum is a place not just dedicated to one of the world’s most famous pop groups, but to the evolution of modern music too: the Abba Museum.
It’s worth walking here from the Vasa Museum because this area of Stockholm (on the island of Djurgården) is filled with pretty parks and waterways, so the entire experience is just lovely!
Inside the glittery world of the ABBA museum, you’ll discover fun disco and music rooms featuring memorabilia and hits from different eras over the past 80 years or so. If music is your thing, and/or if you’re a child of the 60s, 70s, 80s, 90s, in particular you’ll probably (secretly) love this place.
Top tip: Visit late in the afternoon, because there’s a nice bar and restaurant attached to it, and it’s a feel-good excursion so you’re likely to want to take that energy into a night out in Stockholm…
By boat
One of the city’s charms is that everywhere you look there are mesmerizing bodies of water, so we didn’t want to leave without taking in the views from this perspective.
In one day we enjoyed two delightful options. This included a quick trip out to the archipelago to the Fjäderholmarna islands (a mere few of the area’s thousands of pristine islands). Also a more localised tour (linked with the hop-on-hop-off coach tour) which presented views of the Old Town (Gamla Stan), Nordic Museum and Vasa Museum, Gröna Lund (Stockholm’s amusement park that’s lit up the waterfront since 1883) and all of the city’s steeples and colourful buildings in a way that’s impossible to experience on land.
Photography museum (Fotografiska)
We found this creative oasis was most easily accessible via one of the local boat hop-on-hop-off tours, when you can step off your ride and walk right in.
I’m a fan of photography (even over art) and found the exhibits at Fotografiska beautifully presented and engaging.
My favourites (exhibiting in 2016) were the stunning portraits of famous Swedish actress Greta Garbot from the earlier part of last century, and Bryan Adams’ showcase, ‘Exposed’. Yes, the Canadian singer-turned-photographer (I had no idea!) is actually wonderfully talented and his exhibition includes candid celebrity shots as well as thoughtful images of young injured returned-soldiers.
Top tip: Make your way to the top of the museum to its large café, and for the price of a cup of tea, you can indulge in amazing views of the city and waterways.
Old town (Gamla Stan)
Gamla Stan is a large, wonderfully preserved old city center, and one of the most popular medieval spaces in Europe.
Ideal for exploring on foot, it is a photographer’s dream brimming with narrow alleyways, old churches, cobbled streets, grand central squares and tall, brightly coloured buildings that seem untouched by time (this region hasn’t seen war in over 200 years, so the city is in pretty good shape).
The Nobel Museum which presents information on the Nobel Prize, Nobel laureates from 1901 to present, and the life of the founder of the prize, Alfred Nobel, is situated in the heart of the area.
The Old Town is also a good spot to top up on any gifts or souvenirs – there’s plenty of stores targeting visitors.
Alternatively, you might simply choose to enjoy a fika (coffee and cake break), or a treat from one of the specialty ice-cream stores producing very large, freshly-made waffle cones that smelled mouth-wateringly good. My favourite!
Top tip: read our special foodie-insider’s guide on the best bars, restaurants and cafes to visit and chill out in Stockholm.
Stockholm pass
We actually utilised the Stockholm Pass to access every one of these experiences, and with loads more on offer (including longer boat trips and a whole host of excellent museums and attractions) this is definitely worth considering if you have time and the inclination to take in as much as you possibly can.
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Do you have tips or questions? Let us know in the comments.
In my opinion, TBEX never fails to deliver, and this year I thought the calibre of speakers was particularly high, sharing the best travel blog ideas and content tips of the year.
I have an Evernote-file overflowing with travel blog ideas, tips and tricks, and as part of my post-event review process, I’ve summarised the best take-aways below. I hope you find it helpful.
The best of travel blog ideas and content tips – take note:
Ian Cleary on influence
I’ve followed Ian’s work for a few years now (actually, had a nice chat with him back in 2012 at TBEX Dublin).
His content (via Razor Social) is super helpful and he’s renowned for sharing the best social tools of the trade and really great content.
In his keynote which opened TBEX Europe 2016, he told us that if there’s one thing to focus on (among the plethora of things we know we ‘should’ be doing), it is to build your influence online.
By this, he means for content creators to really think about the niche we’re working within, identify other influencers in that niche and interact with them on social media, blogs and even at conferences.
Follow them around (in a non-creepy way) and network.
Another tip he shared was to really make sure your ‘about’ page and subsequent pitches on ‘you’ include ‘evidence’ on your work in the form of things like testimonials, statistics, case studies or your ‘brand’s reputation’.
Matt Kepnes (aka Nomadic Matt) on improving e-marketing newsletters
Matt insists we should always be testing – test travel blog ideas as well as your headlines, content, copy ideas, promotional strategies. Whatever you can measure.
And he should know, as a super successful travel blogger and online entrepreneur.
No matter what type of newsletter distribution app or software you’re using (e.g. MailChimp, AWeber, ConvertKit, ActiveCampaign etc.) see if you can discover ways within their offerings to better optimise and target your audience.
Use ‘if-then’ statements to segment data, so that if for example, a reader clicks on a certain type of content you distribute (such as a review on a book about social media), they can be shifted to a user-group you might want to work with separately (for example, down the track if you release a book or e-book on similar subject matter, this group could potentially be more interested than others on your mailing list).
This is all particularly helpful as your offerings, content, products and services expand, and means you are likely to have more interested groups of readers to target different things to.
On subject lines, he reminded us these are very important and pretty much determine whether an email will be opened or not.
Try to make your subject lines personal in nature, offer help; keep it short but not too specific.
An example: ‘How to travel for free’ worked well for Matt; on the same content, ‘The ultimate guide to travel hacking’ did not.
On a side-note about the blogging world as a whole, he also mentioned that we shouldn’t be so tied up creating content that we forget to read and educate ourselves too.
The more we read: travel, business, marketing, history, personal development, and so on, the better we’ll become at everything! Makes sense, right?
He suggested:
Influence: The Psychology of Persuasion by Robert Cialdini
The Power of Persuasion by Robert V. Levine
The Checklist Manifesto: How to Get Things Right by Atul Gawande
The 7 Habits of Highly Effective People: Powerful Lessons in Personal Change by Stephen R. Covey
Ask by Ryan Levesque
Spud Hilton on storytelling
In this inspiring address, one of the few truly experienced newspaper travel editors working in the world today, shared some brilliant tips on how to craft compelling content.
Spud Hilton reminded us that in order to enhance even our best ideas for a travel blog, we need to:
Write to a point – who is the audience and what message do you want them to take away? Work this out before drafting your copy or visual content.
Defy expectations – find things people aren’t doing somewhere or that wouldn’t be expected of a particular place. Be different. It’s also nice to share what’s great about a destination that others either overlook or perceive is a bit rubbish. We think a great example is Hastings in the UK – a place we had a lot of interest in because no-one in England cared about it but we sung the destination’s praises and shared why it is a cool place to go.
Move past ‘tourist vs traveller’, because everyone is a traveller, really. They just fall between being a discoverer (e.g. climbing a mountain, seeking a monk and spiritual enlightenment) and a leisure traveller, that is, taking a break and unapologetically sipping on cocktails by the beach.
And it’s important to report, not repeat content – find the story, don’t rehash what’s already been shared. He reminded us to look which way the pack is going, then head in the opposite direction, because that’s where the unique story will be.
Shawn Smith on using blab and Facebook Live (live-casting)
Shawn (The Mobile Pro) presented a really interesting workshop about his thoughts on live-casting services, with particular references to Blab and Facebook Live.
He maintains (and we keep hearing this) that this method of conversing with an audience will continue to grow, and inevitably boom. I really see the benefits of live-casting, although my only reservations are availability of Wifi and data when travelling. Personal mobile Wifi seems to be more accessible now though, which would alleviate these worries.
He shared a case study about how he managed to raise funds for much-needed stoves in a remote part of the world, because he had the chance to use this technology to show people first-hand how much of a difference their donation would really make.
Using live-casting technology you can:
Re-purpose content from your blog, but remember to talk about it, don’t just re-read it. Live-casting is about conversation, it’s not a presentation.
Chat about three to seven key points.
Talk to people by name – if they are commenting, chat back to them.
Be authentic and vulnerable – be yourself.
Invite calls to action (e.g. sign up to a mailing list).
Don’t be afraid to ask for comments and shares of your feed. Often people do not know to do this but will happily oblige.
If you plan a live-cast in advance, don’t forget to set up event invites (you could do this via Facebook) to remind friends to come online for a chat!
Why not have a go at it this week, but be mindful that Shawn advised you should try to broadcast for at least 15 minutes to gather an audience and have a ‘chat’ live across the world about your chosen topic. I suspect this is true, because I experimented with Periscope and Facebook Live (for the first time) while we were exploring the Vasa Museum in Stockholm and noticed the audience uptake was rather low within the five minutes I was playing around on both streams. Longer and I might have had the chance to have a proper conversation.
Shane Dallas on using Google+ to reach millions
My final workshop summery is from a very engaging Aussie traveller’s session. Shane Dallas (aka the Travel Camel) hosts The Road Less Travelled, one of the world’s biggest Twitter travel chats.
He spoke about how Google+ is far from ‘dead’ and that we should all be keeping an eye on its ‘collections‘ feature, and carefully curating our own meaningful collections while nurturing conversations about the subject matter within our chosen niche.
On social media, he insists more of us need to more mindful of what value our content is bringing to the party, how it makes us different (stand out) and its purpose.
He says we need to strive to be better at the three Cs:
strong Content
strong Conversation
strong Community
Interestingly, Shane discussed using Google+ and the featured collections function in almost a micro-blogging capacity, rather than as a vehicle for driving traffic back to a website.
I can definitely see his point, particularly being that it is a truly different user-set that make the best of this social media platform.
He mentioned that Twitter, Instagram and Google+ are the social vehicles used by those who want to ‘network and learn’ (rather than those where you will mostly hang out with friends). I totally agree with this and have enjoyed these three services in this way.
I have also always found Google+ to offer a more beautiful interface for images, videos and interesting conversation, so I was glad to be reassured that it is embedding its place firmly in the world of micro-blogging, creative content and social media.
Do you have tips or questions? Let us know in the comments below.
After a very nice break away, yesterday I returned to discover a bulging inbox which left me feeling more than a tad overwhelmed, and to make matters worse, one of the first emails I opened turned out to be a lengthy rant about a piece of content I hadn’t complemented with a photo. The feedback was reasonable enough – I had been forced to rush through a digital feature that was to be attached to a marketing email, and the copy had been supplied at the last minute. Because I was extremely short on time, I failed to include a larger photo on this accompanying attached content, and absolutely agree that it would have been the better way forward. No excuses, and I for one am well aware that the best learning usually comes from recognising the mistakes I’ve made (or how I could have improved).
Only thing is, this message from a reader was shared in such a way that it was upsetting, and the tone of voice used was that of an individual who came across (in this email, at least) as one who assumes they know better.
It was really obvious they had not considered:
My (as the content creator) feelings and the amount of work actually put into the entire body of work in the first place.
Other time constraints and workload pressures I might be facing.
All the other things in the overall campaign I’d actually got right!
Do you know the feeling?
Many of you reading this spend much of your day putting yourselves ‘out there’, creatively speaking and otherwise. Whether you are broadcasting on air, writing, blogging, filming, painting or working in PR and communications – it’s all a bit of a risky business for the ego. Some would even say we’re brave for doing it. I know a lot of people who are apprehensive about sharing their ideas, content or stories for fear of any type of criticism.
As content creators and communicators, we are consistently in a position where we need to produce written work or other creative output (videos, social media, blogs, magazine features etc.), and with that opportunity comes the people who are quick to judge our work, and not often in a constructive way.
We’re all pretty used to being ‘judged’, and I think most of the time this actually helps with positive personal and professional growth. Cooper and I began our careers in radio – an industry rife with arrogance and daily criticism of your work! That said, when delivered well, this really can help you become a far better on-air announcer than you ever would without feedback. Similarly, my mentors in publishing consistently showed me better ways to phrase, word, style and so on. This is how we hone a craft. This experience also helps you to develop a thick skin, which is something of a necessity in this and many other lines of work.
Criticism delivered in a negative, thoughtless or hurtful way though (whether intentional or unintentional on the part of the person sharing it), can have an adverse impact on self-esteem and confidence, and for those working in communications and creative industries, it has the potential to cause real problems.
People tend to be quick to pick problems, but very slow to share praise or thanks in the form of emails or comments on social media, websites or blogs. Have you ever been on the receiving end of destructive criticism and what kind of impact did it have on you?
These kinds of experiences remind me to think twice if I catch myself being judgmental and critical of other people’s work, because actually, they’re likely to have put much time and effort into the ideas, reason and production of the content being consumed out there in the public domain (whether you thoroughly enjoy it or not). Sharing feedback on someone’s published work is actually challenging their abilities and ideas, and it’s reasonable to expect that what comes back – if not entirely positive – should be designed to help them grow.
Moral of the story: give feedback constructively not destructively; and if you’re on the receiving end, take the valuable learning from it, and leave the rest at the door.
Today’s challenge: When you see something online today (on social media, a website, news site or blog) that’s helpful, makes you smile or feel inspired, drop a positive comment there to let the person behind it know you appreciate the thought and time they’ve put in.
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3. Bar Central – Not really Swedish but just a great and unusual menu, good wine list and lovely environment to relax in. You won’t get a single tourist in this place either.
I’ve followed Ian’s work for a few years now (actually, had a nice chat with him back in 2012 at 
In this inspiring address, one of the few truly experienced newspaper travel editors working in the world today, shared some brilliant tips on how to craft compelling content.
