Welcome to Åre
This unassuming ski town in the north of Sweden first attracted weekend travellers who flocked here for the pure air, astounding untamed landscape and the inviting soft curves of its low mountain ranges. The Swedes say that the sun never shines in Åre, which is mostly true. During winter it's dark, but on good days - or even the most average of days - it's still painfully beautiful.
Åre offers the best skiing in Sweden both on and off piste, and that's what anyone - from the flashy '08's' (Stockholmers who visit during week eight), to the talented locals and the kitted out ski addicts - comes here for. But if you do have to skip a day on the slopes, there are enough boutiques, high-class restaurants and bars to keep you occupied, and you'll still have some left to explore on your next visit.
Recently, thanks to the expansion of local artisan products and a push to sustain age-old customs, Åre has become synonymous with all that is natural, healthy, wholesome and traditional, and its chocolate has besotted the country. More than that, this is the birthplace of Peak Performance, a place where listening to cheesy cover bands is cool and anytime is Irish coffee time.
Having just hosted the Freestyle World Championships, the resort is becoming increasingly popular with travellers, but the amiable locals sustain a village culture all their own.
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