European Travel Awards 2025 Best Boutique Tour Operator 2025 – Nordic Countries From the breathtaking aurora borealis and magnificent fjords to the traditional cuisine and modern way of living, the Nordic countries stand as a premier destination that caters to all interests and preferences. Showcasing this remarkable region is Midsommar Travel, a Spanish boutique tour operator blending the region’s raw beauty and vibrant culture to deliver travel experiences that are authentic, personalised, and will be remembered forever. We spoke with Founder Sonia Garcia below, following Midsommar Travel’s recent recognition in the European Travel Awards 2025. Based in Barcelona, Midsommar Travel is a boutique tour operator specialising in delivering curated journeys through Scandinavia and the Nordic countries. The company primarily serves Spanish and LATAM markets, offering a comprehensive range of services, bespoke itineraries, and unique experiences. These services are driven by a small team united by a big love for the Nordic countries – speaking the languages, knowing the culture, and travelling often – and a dedication to exploring and sharing new destinations with their guests. Travellers are becoming increasingly selective. Across Northern Europe, slow travel and sustainability have become key elements of this shift – as guests now look for equal parts comfort and authenticity. Midsommar Travel meets this demand with experiences that respect the natural rhythm of nature, emphasising eco-friendly travel options and partnering with local suppliers who share its commitment to environmental preservation. Many of its partners have eco-labels, green certifications, and animal-welfare accreditations, ensuring that every trip leaves something good behind. At the same time, travellers are seeking higher levels of personalisation; they want to feel immersed in their local cultures, looked after by their agencies, and left with memories that will last a lifetime. Midsommar Travel stands out for offering just that: knowledge, care, and a genuine human touch. Its work goes far beyond crafting itineraries and making bookings – being there for clients before, during, and after their trip; offering ideas; helping with planning; and providing peace of mind every step of the way. “We design our journeys to let our travellers truly experience each place with authenticity and depth, creating memories that last forever,” Sonia told us. “We share what we have personally discovered ourselves: a quiet spot to enjoy the sunset with a glass of wine, a café with a local atmosphere, or the best sequence of plans to ensure that each day feels balanced and stress-free.” Every itinerary is shaped around what its travellers truly care about. The team carefully selects hotels that represent the character of the destination, working directly with local partners it knows and trusts. When planning a journey, the agency considers what truly fits for the client: the best time to go, the right pace to travel, even whether it is the right moment in their life to take that journey. “Sometimes that means saying not now, or suggesting something different,” added Sonia. “And that’s fine. We’d rather lose a sale than lose the trust of the people who travel with us.” This client-centric approach has allowed Midsommar Travel to build lasting trust with its travellers. Many clients write, call, or send photographs to Midsommar Travel once they have returned from their trips – or even during – to express their satisfaction and gratitude. Often, clients come back year after year, confident in knowing that Midsommar Travel will take care of every detail from start to finish, as it has done so many times before. Looking ahead, Midsommar Travel is focused on refining its digital tools to make communication even smoother for its clients. It believes that, ultimately, technology should bring people closer together rather than replacing the human side of travel and intends to demonstrate this belief with upcoming integration. At the same time, the agency continues to refine and enrich its portfolio across the Nordic region, strengthening collaborations with responsible local partners who share its values. Building onto this, Midsommar Travel will be developing more immersive experiences, such as wellness retreats, Arctic expeditions, and even pet-friendly itineraries. Each new project, regardless of size and scope, will be handled with the same care for authenticity and emotional connection that has guided Midsommar Travel to earn recognition as the Nordic countries’ Best Boutique Tour Operator 2025. “We want to keep growing, but never losing the personal attention that defines us,” Sonia concluded. “We share the Nordic belief that true luxury lies in lagom – the quiet pleasure of simplicity and authenticity, the balance where everything feels just right, and the art of travelling slowly, honestly, and with purpose. As we like to say: ‘Travel with calm, discover with soul.’” Contact: Sonia Garcia Company: Midsommar Travel Web Address: https://midsommartravel.com/ Midsommar Travel
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