And just like that, my internship in Stockholm is coming to an end.
My name is Dristan, I’m a BBA student at INSEEC Bordeaux, and as part of my second year of studies, I had the opportunity to complete an internship abroad. I chose Sweden because I wanted to challenge myself in an international environment, improve my English, and discover a new culture from the inside.
Before coming here, I did not know much about Stockholm. I knew Sweden had a reputation for quality of life, nature and a lifestyle that felt very different from what I was used to in France. I was also curious about Stockholm’s fashion, culture and overall atmosphere, which made the city feel attractive to me even before arriving.
I came with curiosity, a bit of stress, and the feeling that these few months would probably teach me a lot.
I was right.
The start of something new
When I found XperienceSthlm, I was mainly looking for a marketing and communication internship. But what interested me quickly was the fact that the company was not only about tourism. It was about creating experiences.
XperienceSthlm is a Stockholm-based company offering guided experiences for travelers who want to discover the city through stories, culture, local perspectives and meaningful moments. From my first meeting with Fran, I understood that this would not be a workplace where I would only observe from the sidelines. I would have the chance to contribute, try things, make mistakes, and learn by doing.
I joined the team as a marketing trainee, working mainly on social media, content creation and branding projects. At the beginning, one of my biggest goals was to improve my English. Speaking and working in English every day felt intimidating, especially in a professional context, but it also became one of the best ways to grow during this internship.
Learning to see tourism differently
Before this internship, I saw tourism in a very simple way: visiting places, following a guide, and learning information about a city. But during my time at XperienceSthlm, I started to understand that a good experience is much more than that.
It is about storytelling, rhythm, emotions, interactions and small details.
By joining different experiences, I discovered several sides of Stockholm and Sweden. I shadowed experiences such as Stockholm Must Sees, Architecture & Design, Urban Art & Hidden Gems, Uppsala Must Sees, Vaxholm in the Stockholm Archipelago, and innovation-focused experiences.
Each experience had its own atmosphere. Some were more historical, others more creative, cultural, scientific or nature-based. But what I found most interesting was observing how each guide had their own way of creating connection with guests.
Some used humor. Some asked questions and made the group participate. Some created strong storytelling through details and anecdotes. It made me realize that guests do not only remember the places they visit. They also remember how the experience made them feel.
Creating content with purpose
A big part of my internship was focused on social media and content creation.
One of my first missions was to review XperienceSthlm’s online presence across different platforms, including Instagram, TikTok, Facebook, LinkedIn, Reddit, the website and the blog. This helped me understand that each platform has a different role.
Instagram is more about inspiration and brand image. TikTok is about attention, trends and quick storytelling. Facebook can help build trust and conversions. Reddit can be useful to understand what travelers are really asking for before visiting Stockholm.
I also worked on creating TikToks, Reels, carousel posts, captions and weekly content planning. One recurring project I worked on was “Happening in Stockholm”, a weekly post presenting events happening in the city. This taught me how important it is to stay organized, plan ahead and create content that is useful for both tourists and locals.
At first, I was mostly thinking about making content that looked good. But little by little, I understood that good marketing content also needs a clear intention. Who is it for? What feeling should it create? What message should people remember?
That changed the way I approached every post.
More than visuals
Another important part of my internship was working on branding.
I helped create the new Branding Guidelines, working on the visual direction of the company through colors, typography, moodboards and references. This project was one of the most interesting for me because it made me understand that branding is not only about making something look nice. It is about building consistency and making sure every detail communicates the same identity.
I also worked on the Offer Catalogue, a document introducing XperienceSthlm’s guides, experiences and possible add-ons in a clearer and more attractive way. Through this project, I learned how important it is to present experiences in a way that is easy to understand, but still reflects the personality of the company.
One exercise that really helped me think more like a marketer was working on customer pain points. Instead of asking “What do we sell?,” I had to ask “What problems do travelers have, and how do our experiences help address them?”
Some travelers feel lost because there are too many things to do. Some want more local stories. Some do not like large groups where they cannot hear or interact with the guide. Some want something more personal than a typical touristic activity.
This helped me understand that marketing is not just about promoting. It is about listening, understanding people, and communicating value clearly.
Growing through the experience
One of the things I appreciated the most during this internship was the trust I was given.
Working in a small company means that your ideas can actually be heard. It also means you need to take initiative, organize yourself and learn how to manage several tasks at the same time.
This was not always easy. I had to get used to speaking English, sharing my opinions, receiving feedback and sometimes presenting my work to the team. But over time, I became more comfortable.
I also learned how to give feedback after shadowing experiences. At first, it felt strange to give comments about experiences led by experienced guides. But I started to understand that my perspective as a participant was useful. I could observe the rhythm, the interaction with guests, the moments that worked well and the small things that could improve the experience.
What I will take with me
Looking back, this internship taught me much more than I expected.
I came to Stockholm to improve my English and gain professional experience abroad. But I also discovered a new industry, learned how a small company works, and developed skills in content creation, branding, marketing and customer experience.
Before this internship, I thought marketing was mainly about creating content. Now, I understand that it is also about storytelling, strategy, emotions and understanding people.
I am very grateful to Fran for her trust, guidance and feedback throughout the internship. Working closely with her helped me learn a lot, not only about marketing and tourism, but also about how to lead a company with creativity, vision and care.
I also want to thank the whole XperienceSthlm team and the guides who welcomed me during the different experiences. Each person helped me discover Stockholm from a new perspective.
This internship has been an important step in my academic and professional journey. It helped me understand what kind of work environment I enjoy, what skills I want to keep developing, and how valuable it can be to step outside your comfort zone.
Stockholm was not just the city where I did my internship. It became the place where I learned to look at a city differently.
Written by Dristan Pigeau