What is it about Sweden that visitors to the country and social commentators seem to find so damned attractive?
Could it be the, nature-loving, environmentally minded, tradition-celebrating, healthy-living, coffee-guzzling, summertime slacking Swedish lifestyle?
When it comes down to it the lifestyle of most Swedes is dictated by the seasons. Wintertime is typically a period of working hard, entertaining at home and cultural outings and winter sports at the weekend.
When summer arrives, it’s ‘everyone outdoors’ to the countryside, usually to a sommarställe, summer cottage, whiling away the month of July (seriously) with family and friends, fishing, boating, berry picking and celebrating the sun.
Not so bad the Swedish lifestyle. Is it?