At the beginning of the inspirational evening, the Czech Ambassador in Sweden Jiří Šitler and the director of CzechTourism in Stockholm Lucie Vallin held speeches. During the marketing presentation, the Czech Republic was introduced as an interesting tourist destination with numerous places suitable for an active vacation. Seminar participants gained valuable information not only about tourists frequently visited locations, such as the capital city of Prague, Karlštejn or Český Krumlov, but also about less familiar and for foreign tourists often hidden treasures. In addition to historical monuments, the nature which is perfect for an active vacation was also presented, mainly the sandstone cliffs at the National Park Czech Switzerland. Those present received travel catalogs and promotional materials of their choice.

In the second half of the evening, a trading company called Scandinavia Handel & Rekrytering KB presented the latest collection of quality wines from the winery Baloun Velké Pavlovice and Templářské sklepy Čejkovice, that are already available in the Swedish state monopoly retail network Systembolaget. Red, white and rosé quality wines were very positively assessed by the guests who showed active interest in the history of winemaking in Moravia. Positive response from the Swedish public on Moravian wines brings the promise of greater sales of wine in the Swedish market, which is basically very conservative, in the coming years.

The presentation fulfilled the aim to promote tourism to the Czech Republic and strengthen the retail sale of Moravian wines on the Swedish market. Potential new customers were introduced to attractive places in Czechia and to quality Moravian wines. A total of 51 visitors from the Swedish general public also appreciated the possibility of personal contact with the leaders of the participating Czech and Swedish institutions. The seminar was co-organized by the Stockholm agency CzechTourism Scandinavia, a Swedish travel agency TEMA Resor and trading company Scandinavia Handel & Rekrytering KB.