A highly modern and industrialized county, Jönköping is a prime destination for investors and entrepreneurs. One of the main factors for its strong business orientation is its geographical advantage in the heart of Sweden. In the Middle Ages, Jönköping was already a significant trading region, because it is where everyone would meet and conduct trade. The county is close to the metropolitan areas of Stockholm, Göteborg, and Malmö and even has its own international airport.

Vättern, the second largest lake in Sweden, stretches for 135 kilometres from Jönköping up to Örebro. Canoeing and other water sports activities are quite popular pastimes in this region. Hiking trails also abound, and in the winter, Isaberg in Hestra and Mullsjö Alpin make for great ski escapes.

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