Jönköping itself is well known by tourists for the beautiful surroundings on the banks of Lake Vattern, the 2nd largest lake in Sweden. With a sandy beach running through Jönköping, it is considered a very beautiful city. Vättern is also noted for its fishing, serving people in the nearby districts. Tourists and fishermen are free to fish in the lake as long as they don't use nets.
Jönköping and the Småland region offer beautiful unspoilt nature, woods, lakes, culture, gastronomy, design and winter and summer sports making it an ideal location for visitors travelling here for pleasure or business.