When I was invited to the M&I Forum in Stockholm, I couldn't resist extending my stay to see what the city really had to offer the MICE market. Thanks to the wonderful Maria Andersson from Strawberry Hotels and Hetta Fromhold from CVIEW DMC, I spent five unforgettable days exploring hotels, venues, activities and experiences, and Stockholm completely exceeded my expectations.

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I was also lucky enough to visit during Sweden's famous Midsummer celebrations, when the city comes alive with music, dancing and traditions celebrating the long summer days.

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Just a 2½ hour flight from London, Stockholm couldn't be easier to reach. The Arlanda Express takes you from the airport to the city centre in just 18 minutes, where a city built across 14 islands, connected by more than 50 bridges, is waiting to be explored.

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What surprised me most was the variety. One moment you're standing beneath glittering chandeliers in a Nobel Prize venue, the next you're kayaking through the archipelago, enjoying lunch on a secluded island or exploring world-famous museums. It perfectly blends history, innovation, nature and luxury, making it an outstanding destination for conferences, incentives and executive retreats.

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Day One – Scandinavian Style at its Best

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My first day was spent discovering some of Stockholm's leading hotels, and what a start.

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Clarion Hotel Sign

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Modern, stylish and perfectly located next to Central Station, Clarion Hotel Sign is one of Stockholm's largest conference hotels. With 558 bedrooms, 16 meeting rooms, Scandinavian-inspired interiors and a rooftop spa overlooking the city, it's an excellent choice for conferences and incentives. I particularly loved one of the meeting rooms, cleverly designed to feel like a treehouse.

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Grand Hôtel Stockholm

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If one hotel defines luxury in Stockholm, it's the Grand Hôtel.

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Overlooking the Royal Palace and Gamla Stan, this legendary hotel has welcomed royalty, Nobel Prize winners and world leaders since 1874. Classic elegance meets modern luxury throughout its 300+ bedrooms, while its impressive collection of meeting spaces, including the magnificent Bolinderska Palatset, makes it one of Scandinavia's premier event venues.

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Hotel At Six

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Bold, contemporary and packed with personality, Hotel At Six offers a completely different take on luxury.

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Modern art, industrial-inspired interiors and a buzzing atmosphere make it particularly appealing for creative businesses and leadership teams. The rooftop terrace was a real highlight, with panoramic city views, pop-up bars and a huge outdoor screen creating a relaxed festival feel.

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Nobis Hotel

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Elegant without ever feeling formal, Nobis Hotel occupies two beautifully restored former bank buildings in the heart of Stockholm. It was here that the infamous 1973 bank robbery gave rise to the term Stockholm Syndrome, and you can still see where police drilled holes during the siege.

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Beautiful Scandinavian interiors, around 200 luxurious guestrooms and refined meeting spaces create an atmosphere that's both sophisticated and welcoming. The hotel's iconic Gold Bar, with its shimmering gold ceiling inspired by sunlight dancing on the water.

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Hotel Diplomat

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Occupying a beautiful Art Nouveau building on Stockholm's most prestigious boulevard, Hotel Diplomat delivers boutique luxury with breathtaking waterfront views. Originally built to house diplomats, it remains one of the city's most elegant addresses.

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Day Two – Nobel History & Swedish Traditions

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The second day was all about discovering Stockholm beyond the hotels.

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Stockholm City Hall

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This iconic red-brick landmark is far more than the home of the Nobel Prize Banquet.

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Walking through the Blue Hall, Golden Hall and Council Chamber felt like stepping into living history. Every room tells a different story, from the soaring brick arches of the Blue Hall to the dazzling Golden Hall, covered in more than 18 million gold mosaic tiles.

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One fascinating fact? The Nobel Banquet menu remains secret for an entire year, and the event even has its own crockery, cutlery and linen.

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Stockholm Adventures

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Just 30 minutes from the city centre, Stockholm Adventures demonstrates how accessible nature is here.

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Summer offers kayaking, paddleboarding, hiking and e-bike tours, while winter brings ice skating and snowshoeing. It's an incentive planner's dream.

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Nobel Prize Museum

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Small but fascinating.

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Located in Gamla Stan, the museum tells the stories behind some of the world's greatest achievements, with everything from Nobel medals to banquet memorabilia. Even the café chairs have been signed by Nobel Prize winners.

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Ulla Winbladh

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Lunch couldn't have been more Swedish.

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Set in leafy Djurgården Park, Ulla Winbladh serves traditional Swedish cuisine in beautiful surroundings, a wonderful introduction to local flavours.

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ABBA Museum

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The ABBA Museum is an immersive and interactive experience and also displays lots of ABBA memorabilia, including some of the costumes.  Throughout the museum there are videos and facts about each member of the band along with some clips of some of the concerts they did.  There are booths where you can sing along to your favourite ABBA songs.  If you want to bring out your inner performer you become the 5th member of the band and sing along with Freida, Agnetha, Benny and Bjorn’s holograms.  If you would rather just enjoy the music, there is a silent disco.  This was a real treat for me and would be, even if you are not an ABBA Fan.

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Vasa Museum

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Without doubt one of Europe's most remarkable museums.

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Seeing the beautifully preserved 17th-century warship, recovered after lying beneath the harbour for more than 300 years, is genuinely breathtaking.

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Östermalm Food Hall

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The perfect place to sample Sweden.

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Fresh seafood, artisan cheeses and local delicacies make this beautifully restored market an ideal stop for food lovers.

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Day Three – Archipelago Living

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One of the highlights of my trip was reconnecting with my friend Malin who I hadn't seen for over 20 years.

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A short boat ride took us to Fjäderholmarna, where we enjoyed an unforgettable lunch overlooking stunning views of the sea and coastline. It perfectly showcased another side of Stockholm, peaceful, relaxed and only minutes from the city.

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That evening, the M&I Forum officially began.

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Our welcome event took place inside the spectacular Eric Ericsonhallen with it’s stunning views overlooking the river and all of the historic and iconic building.  It was a former church.  We were welcomed by traditional Midsummer dancing, Swedish food and incredible entertainment created an unforgettable introduction to the destination.

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Days Four & Five – Stockholm at its Best

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The Sheraton Stockholm became my home for the forum—an ideal base overlooking City Hall.

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Between appointments, we explored the city's charming streets before heading to Fotografiska.

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If there's one venue that perfectly sums up modern Stockholm, it's this one. Industrial architecture, world-class photography, spectacular waterfront views and exceptional food combine to create one of the most inspiring event venues I've visited.

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The finale couldn't have been more fitting.

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Our gala dinner took place inside Berns Hotel's magnificent Belle Époque Ballroom—a spectacular space filled with crystal chandeliers, ornate balconies and over 160 years of history. It was the perfect setting to celebrate another fantastic M&I Forum.

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Final Thoughts

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Stockholm genuinely surprised me.

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It offers everything today's event planners are looking for, exceptional hotels, iconic venues, incredible food, outdoor adventures, rich history and seamless accessibility. Add warm hospitality and a destination that feels both sophisticated and relaxed, and it's easy to see why Stockholm should be firmly on every incentive planner's shortlist.

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A huge thank you to Maria Andersson - Strawberry Hotels, Hetta Fromhold CVIEW DMC and everyone I met during my visit for making the experience so memorable.

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