Ulterior Events managing director Graham Alderman has experienced his fair share of bucket-list moments over the years, but a recent FAM trip to Swedish Lapland – complete with Arctic adventures and the spectacle of the Aurora Borealis – delivered a moment that he now ranks among his Top Five experiences of all time. Here, he shares highlights and pics, and reveals what made the trip so memorable.
A good FAM trip needs to have a beginning, a middle and an end – and it needs to be rewarding in one way or another for all involved.
Personally, the invite needs to jump out for me to accept. Is it somewhere I want to go? Is it somewhere I have been to but want to know more? Does the FAM trip programme attract me? And who is the DMC? All these factors are important to me – and then it’s up to the hotel, DMC and rep company to deliver.
The pre-event comms, the programme info, what to wear – it all shows me how they work and if they are a new DMC, how they will approach an event with Ulterior. There is so much invested in FAM trips – from flights, rooms and restaurants to time – that suppliers need to ensure everything is as brilliant as it possibly can be. This is their big chance to impress. It’s also important that guests give the whole experience the credit it deserves.
This invitation was one of those that jumped out of my inbox. Swedish Lapland and a stay in the famous Ice Hotel – Bang! – an invitation that leapt out my inbox. The invite was from James Dowson, who represents Next Travel Nordic DMC, in conjunction with Elite Hotels and the Ice Hotel, with flights sponsored by the ever-wonderful Kathy Bradley of All About Flights.
We knew it was going to be cold. The week before our planned trip, it was -35, but due to warm up to a balmy -24 by the time of our arrival. So, the communications were very important; what to wear, how to layer up, all important stuff! (As the saying goes, there’s no such thing as bad weather, only bad clothing!) Next Travel Nordic provided all the necessary info, and we turned up well informed and well prepared.
We kicked things off in Stockholm at the Elite Marina Tower, a waterside property, which serves as a perfect introduction to Swedish hospitality. A bracing boat trip across the river to dinner in Restaurant Villa Godthem where we enjoyed that Swedish staple – meatballs. (And they were far better than you get in IKEA, I can assure you.)
But the real adventure began the following day when we flew into Kiruna. We landed in what can only be described as a winter wonderland – snow everywhere, mountains draped in white, and temperatures hovering between -20°C and -27°C. If you want to make a real entrance, you can dog sled straight from the airport to the Ice Hotel; they have three dedicated airport huts where you change and meet the dogs while they whisk your bags away to the hotel. It wasn’t possible on this trip, but we did have the great pleasure of meeting the dogs later.
The light up there is surreal. In January, the sun rises around 10:30am and sets by 1:00pm, though it stays light until about 6:00 PM. It creates a permanent “golden hour” that feels incredibly cinematic. After a tour of Kiruna and a fabulous dinner at our new home, the Elite Frost Hotel, we wasted no time, layered up and headed out on snowmobiles into the wilderness. It was a 2.5-hour trek, and let me tell you, at -30°C, it was tough going on the arms. But any chills and aches were soon forgotten as the sky started dancing.
The Northern Lights appeared in the ultimate “money can’t buy” moment, the sky awash with colour. I’ve seen some things in my life – Gorillas in Rwanda, the rose-red city of Petra, the Victoria Falls and the wonder of the Taj Mahal. Man-made greatness is one thing, but seeing nature in perfect conditions like that? It’s without doubt in my Top Five experiences of all time. We were in the lap of the Gods, and we simply didn’t want to leave. We eventually made it back for a nightcap or two, decompressing in the hotel’s “pub” and enjoying some warmth while trying to take in what we had just seen.
The following day, after a top-notch breakfast, we met a Sámi reindeer herder. True wilderness with the orange sky of the Lapland sunrise contrasting the pure white landscape. At one point, four wild reindeers, two with enormous antlers, jumped out from the forest, and we followed them along the snow track. For lunch, we huddled in a hut called an Ovttas around a roaring fire. They served a traditional reindeer stew; however, having just made friends with them, I decided to pass. I would never have forgiven myself if I had inadvertently eaten Rudolph!
Then came the legendary ICEHOTEL in Jukkasjärvi. Walking around in that thick, crisp snow, the air feels like the cleanest thing you’ve ever breathed. The service and food were first-rate, but the sleeping arrangements were… an experience. People have since asked me: Did I sleep well at the ICEHOTEL? The room was cold (unsurprisingly!), the bed was hard (made of ice!), and I had hand-carved sculptures of snow babies for company (yes, really!). So, no, I didn’t sleep well! But never have I been more thankful for a hot shower and a life experience in equal measure.
While the rest of the group tackled the 10-Step Jukkasjärvi Sauna Ritual – which involves everything from tar soap to a literal plunge into the frozen Torne River – I exercised executive discretion. I watched them take the river plunge while I enjoyed a cold beer in the warmth.
The following morning, we finished with dog sledding through extraordinary scenery and a quiet cup of tea in the wild. It was the perfect finale to a trip that offered so much: fresh air, superb food, and one-off experiences that you can’t find anywhere else.
For an incentive, this is the ultimate “Instagrammable” cachet. If you’re lucky and nature does its thing, it’s a trip you’ll tell everyone about for the rest of your life. Swedish Lapland proved that when you have a bit of luck, good organisation and a destination that promises so much, the results are nothing short of magic. As we say at Ulterior, ‘Experience is Everything.’













