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The biggest Nordic LHBTQ+ festival

Stockholm Pride is the biggest Pride festival in the Nordics, with 50,000 people participating in the parade and around 500,000 spectators each year! This year the festival is taking place between 29 July – 3 August 2024. Invite your loved ones to join Sweden's biggest week-long celebration of love and the right to be whoever you want to be! There should be room for all – not just at Strawberry, but also in society at large! Here at Strawberry, we fully support the message of Pride, we have been proud main sponsors of Stockholm Pride for many years, and we will continue to support their fantastic work in the future.

This year's theme for Stockholm Pride "Stronger Together" focuses on equality. There has been growing political polarisation with respect to Pride and work on equality in recent years, both abroad and in Sweden. Questioning equality and equal rights, which are fundamental principles of Swedish democracy, must never be accepted. We encourage everyone to join in the festivities during the Pride Week, while also showing support throughout the rest of the year. Party, fun, glitter and rainbows are a fabulous way to celebrate just how far we’ve come, but in order to reach the goal of universal inclusion, acceptance and equal rights for all, we have to carry on working to promote greater understanding. Our Pride flags are always held high in support of this important movement.

What's on during Stockholm Pride?

Pride Park – the heart of the festival

Pride Park represents the heart and soul of Stockholm Pride! There'll be several stages and zones with concerts, performances, exhibitions and various cultural initiatives here, as well as plenty of areas to mingle, eat, purchase merch, and get information from organisations and associations. Please note that you will need a ticket to enter – get yours on the Stockholm Pride website here

Pride Parade – the highlight of Stockholm Pride

This year's Pride Parade will begin at 1pm on Saturday 3 August 2024, setting off from Norr Mälarstrand on Kungsholmen. Join the parade or just watch on as the colourful sea of people fills the streets of Stockholm during Scandinavia's biggest and most vibrant Pride celebration! One thing is certain – you’re in for some serious fun!  So, go ahead and join 50,000 parade participants and 500,000 spectators celebrate in showing solidarity and support for human rights. One thing is certain – you’re in for some serious fun! 

Pride House – listen & learn

Pride House will be hosting debates, seminars, workshops and more at our very own Clarion Hotel® Sign in central Stockholm. There will be panel discussions, debates and workshops where you can learn more about the history of Pride, queer culture and current political debates. Pride House is open all week between Monday 29 July – Friday 2 August 2024

Pride Pool Party

Kick off Pride Week with a fabulous pool party at Clarion Hotel® Stockholm on Monday 29 July at the Elements Spa! Prepare for indoor and outdoor dance floors, DJs, drag queens and live performances. You can find out more about the event on Facebook.

8 reasons to visit Stockholm Pride

Whether you're a veteran or a first-timer, there are several good reasons to not miss out on the Stockholm Pride festival. We've expanded on the 8 best reasons.

Read 8 good reasons

Throwback to Stockholm Pride 2018

Stockholm Pride and EuroPride 2018 was undoubtedly a huge success, and we can proudly state that the festival had more visitors than ever before - and it only keeps getting bigger! See our throwback to Stockholm Pride 2018 and get a taste of what you have coming this year.

See throwback to 2018
Hotels in Stockholm

Live the way you deserve during Pride!

You bring the Pride - we'll take care of the hotel! Need a place to stay during Pride Week? We have plenty of hotels in Stockholm - find your favourite and book today.

Find your hotel
Pride at Strawberry

How do we promote equality and diversity at Strawberry?

Are you interested in working with us or are you keen to discover how we foster a solid company culture based on strong principles and values? Then go ahead and read these interviews with a few of our colleagues!

See what our colleagues have to say!
All you need to know about Pride!

Find out everything about this colourful celebration of love and diversity here.

Find out more

Strong voices in the Pride movement

Be inspired by people who are fighting for everyone's equal rights and opportunities every day!

Aurora's story

Aurora was always a woman!

Read about Aurora, who always knew she was not a man, but rather a woman living in a man's body for 25 years before she was finally allowed to be herself. Aurora gives you her dos & don'ts of what to say - or not say - to transgendered people. 

Read Aurora's story
When dad comes out

Carolin's father came out late in life: "I'm so proud of him!"

What happens when life doesn't quite turn out like you would have chosen yourself? What happpens when your family is divided and one of your parents suddenly comes out? For Carolin Solskär (27) from Sweden, this was a turbulent time in her life, but eventually led to some important conversations that provided answers to many of her questions.

Carolin's story & advice
How to be a supportive parent

Proud parents: "It's so important with good role models”

We met up with a charity that supports parents of LGBT children - Stolta föräldrar till HBTQ-barn (Proud parents of LGBTQ children) - and we got some great tips from parents whose families have gone through their own "coming out" processes.

Read about the initiative
Why we support Pride

Petter A. Stordalen about Strawberry and Pride: "To us, diversity means a better culture"

Read the interview here
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