IQ Tourism

Forget checklists. In Uppsala, the journey begins elsewhere – in what you didn’t plan to discover. Here, it has always been about following your curiosity through the city: from history and research to flavours, details, and stories that reveal themselves when you take a closer look.

It’s not about what you see. It’s about how you experience it. This is curiosity-driven travel. This is what we call IQ Tourism.

There’s the Uppsala everyone sees – and then there’s the Uppsala that reveals itself only to those who know where to look. On a guided tour, you’ll go behind the scenes and uncover the stories hidden in the city’s alleyways, buildings and historic landmarks. Perfect for anyone curious about the people, events and secrets that have shaped the city over the centuries.

Did you know Uppsala hosts Sweden’s oldest and largest cultural night? That every November, the light returns during a city-wide light festival? Or that the city hosts one of Europe’s most renowned short film festivals? And that’s without even mentioning the concerts in the botanical garden, archery by the Viking burial mounds, or the many food festivals throughout the year.

What’s hidden behind that gateway? What stories lie tucked away in the courtyard around the corner? For Saga Loxdal, Uppsala is full of hidden tales waiting to be discovered. Follow her to some of her favourite hidden spots and see the city through new eyes.

If you’re curious, you’ll soon start to notice the IQ symbol around the city. It appears at selected places and experiences that hold clever stories, layers of history, and unexpected facts. Wherever the symbol appears, there is always something more to discover – a detail to notice, a story to follow, or an experience that is unique to the moment.