Sveg is the main town of Härjedalen in Jämtland county, a small settlement of about 2,500 people on the river Ljusnan in northern Sweden. It is a stop on the Inlandsbanan, the inland railway that runs through the Swedish north — a scenic journey that many rail enthusiasts consider one of Scandinavia's great routes.
The town is not a destination so much as a gateway to the mountainous western parts of the province, where hiking, skiing, and fishing draw visitors in season. In the centre of Sveg, the giant wooden bear — 13 metres tall and built from local timber — has become an unlikely symbol of the town's determination to attract visitors. Fishing on the Ljusnan is the main outdoor activity within the town itself; the river holds trout, grayling, and pike. Sveg itself is quiet and functional, with basic services and a handful of places to eat.