City overshadowed by more popular neighbour is ‘fastest growing tourist hotspot’

A town once considered among one of its country’s ugliest has recently been listed as one of “Europe’s fastest growing tourist hotspots”.

While most tourists visiting Sweden tend to head to Gothenburg and Stockholm, they may not be familiar with Borås.

Borås, a city with around 120,000 residents, is a short drive from Gothenburg Airport, which is an affordable destination to fly to from various UK airports.

Known as the birthplace of Swedish football coach Jonas Eidevall and fashion designer Matilda Djerf, Borås was ranked eighth among Sweden’s ugliest cities in 2018.

However, it has since been recognised as one of Europe’s fastest-growing tourist destinations.

According to research led by the EU’s statistics office Eurostat, accommodation bookings in Borås increased by 336 percent.

This surge is significantly higher than the 61 percent increase in Gothenburg and the 17 percent rise in Stockholm, as reported by local media.

Thomas Walfridsson, CEO of Borås destination company TME said: “It has become trendy to be out in nature, and the countryside around Borås is very scenic.

“We are strategically located near Gothenburg International airport, which helps to attract more foreign visitors, and we cooperate closely with Gothenburg.”

Borås is a shopper’s delight, with a variety of boutiques and markets. The city’s textile heritage is evident in its many fashion stores, offering everything from trendy local designs to international brands.

Foodies will relish the local dining scene, featuring cosy cafes, gourmet restaurants, and traditional Swedish cuisine.

But its cultural attractive is not just limited to that, as Borås is a city that embraces art in all its forms. The No Limit Street Art Festival has turned the city into an open-air gallery, featuring works from world-renowned street artists.

This festival has played a significant role in reshaping the city’s image, attracting art lovers from across the globe.

The Borås Museum of Modern Art and the Textile Museum also offer fascinating insights into both contemporary and historical art, cementing Borås as a cultural hub.