Åre is populated by weekending and uber-glamorous Stockholmers, here as much for the nightlife as the skiing. Not that the skiing should be sniffed at - there is something for everyone here, and the Alpine World Championships schussed into town recently for a slalom event.
Åre differs from its Alpine cousins in that it's softer and more accessible but don't be fooled, there is plenty to challenge advanced skiers. Friendly instructors will help beginners learn the basics of snowploughing and stopping, while daredevil types can take on the extreme freestyle options off piste or that eternally popular option - heli-skiing.
Away from the main slopes around Mount Åreskutan, there is also some extremely picturesque forest skiing down to a vast frozen lake. Non skiers - and anyone feeling slightly intimidated by the very cool Scandi types slaloming down the slopes chatting away on their phones (don't try this at home!) - can try dog-sledding, snowmobiling, snow shoeing trips under the Northern Lights, and meeting the indigenous Saami people. Of course, no-one should leave without experiencing that most Swedish of traditions, the sauna and hot tub combo.
Åre is home to some excellent hotels, including the Copperhill Mountain Lodge, and while the après-ski scene might not be as lively as Verbier or The Three Valleys the resort is home to plenty of superb restaurants and bars.