On 29 September, Gothenburg and West Sweden brought together international contacts in London for an evening focused on building relationships, sharing culture and showcasing Gothenburg and West Sweden to a wider international audience. The initiative was hosted by Göteborg & Co, the West Sweden Tourist Board and the Gothenburg Symphony Orchestra in connection with the orchestra’s performance alongside First Aid Kit at the Royal Albert Hall.

As the Gothenburg Symphony Orchestra took to the stage at one of the world’s most renowned concert venues, Gothenburg and West Sweden also took the opportunity to connect with international stakeholders and showcase the destination.

The aim was to strengthen existing relationships, establish new connections and inspire a broader international audience to discover what Gothenburg and West Sweden have to offer.

“Long-term international relationships are essential for strengthening Gothenburg’s position as a leading destination for meetings, events and leisure travel. By working together across the destination, we can create a stronger impact internationally. Bringing people together around a cultural highlight such as this allows us not only to nurture valuable connections, but also to share a genuine taste of Gothenburg and West Sweden,” says Peter Grönberg, CEO Göteborg & Co.

Prior to the concert, guests met representatives from Gothenburg and West Sweden at a networking reception, offering an opportunity to learn more about the destination’s strengths in areas such as innovation, sustainability, gastronomy, culture and international meetings.

The evening culminated at the Royal Albert Hall, where First Aid Kit performed together with the Gothenburg Symphony Orchestra, Sweden’s National Orchestra, before a London audience.

The event forms part of a broader effort to strengthen international connections and raise the profile of Gothenburg and West Sweden through collaboration, culture and personal encounters.