Göteborg Landvetter Airport
20 km
to venue
30 minutes
by car
Event overview
Overview
MyDOG 2027 is the largest dog event in the Nordics, featuring two dog shows and a variety of dog-related activities.
The event will take place at Svenska Mässan in Göteborg from January 3 to 6, 2027, attracting thousands of dog lovers and exhibitors.
TL;DR
- 1Event dates: January 3-6, 2027
- 2Location: Svenska Mässan, Göteborg
- 3Expected attendance: Over 30,000 visitors
- 4Two major dog shows featuring various breeds
- 5Numerous activities and competitions for dog lovers
Why visit
Visitors will have the chance to meet thousands of dogs, participate in competitions, and learn from experts in the field. The event offers a unique opportunity to discover new products and services tailored for dog owners.
Why exhibit
Exhibitors can showcase their products to a targeted audience of dog lovers and potential customers, enhancing brand visibility and generating leads in a vibrant environment.
Attendees, exhibitors & solutions
Who this event is for
Visitor profile
Typical attendee groups you can expect to meet.
Dog owners looking for products and services
Families interested in dog-related activities
Dog enthusiasts wanting to learn more about breeds
Potential dog buyers seeking advice and information
Veterinarians and dog trainers looking for networking opportunities
Pet industry professionals and suppliers
Exhibitor profile
Main supplier and exhibitor segments present at the show.
Pet product manufacturers and suppliers
Dog food brands and distributors
Veterinary services and pet care providers
Dog training and behavior specialists
Grooming product companies
Dog accessories and apparel vendors
Product categories
Key solution areas showcased across the event.
Dog food and nutrition products
Grooming supplies and tools
Dog training equipment and services
Pet health and wellness products
Dog toys and entertainment items
Dog apparel and accessories
Location & Facilities
Venue
Svenska Mässan
Mässans Gata/Korsvägen, Göteborg, Sweden
Facilities
Parking
Yes, parking is available in the Focus parking garage and in lots around the fairgrounds. Focus opens at 06:00 daily and has a footbridge to the exhibition centre. Vehicles higher than 2.10 m must use Valhalla parking.
Parking: Yes, parking is available in the Focus parking garage and in lots around the fairgrounds. Focus opens at 06:00 daily and has a footbridge to the exhibition centre. Vehicles higher than 2.10 m must use Valhalla parking.
Attend
Entry & tickets
Event days & opening times
DayOpening hours
36 January, activities from 09:00
The fair usually closes around17:30 when finals finish
Event daysDoors open at 07:00
Ticket info
Ticket notes
MyDOG says 2027 tickets are released later in the autumn. The English page says SKK members can buy an on-site ticket for 100 SEK with a membership card. That is not the public adult price.
How the last edition performed
Previous edition
Last edition
2026
Completed
This edition
2027
Next edition
Not announced yet
Photos
Intelligence
Market context
Key market insights, trends, news and related events to help you understand the bigger picture.
Nordics - Sweden (Göteborg), drawing visitors, breeders and exhibitors from across Scandinavia and wider Europe
Why it matters
MyDOG is the largest dog event in the Nordics and a central meeting point for the region's dog industry.
Plan your trip
Travel & logistics
Local currency · SEK
Arrival airports
Choose from the following airports, with convenient access to the event and venue.
Local transport
Get around the city with these convenient transport options.
Tram
Estimated costCost TBA
Best forFrom Göteborg central station take tram 12 towards Krokslätt or tram 4 towards Mölndal; from Brunnsparken take tram 5 towards Torp. All stop at Korsvägen/Svenska Mässan.
Timetables and tickets are available from Västtrafik.
Airport bus
Estimated costCost TBA
Best forLandvetter Airport to Korsvägen/Svenska Mässan
Airport buses run directly between Landvetter Airport and Korsvägen/Svenska Mässan in approximately 20 minutes.
Car
Estimated costCost TBA
Best forE6/E20 from the north, road 45 from Karlstad
Parking at the Focus parking garage and surrounding lots; Focus opens 06:00 and vehicles higher than 2.10 m must park at Valhalla.
Plan your trip
Visa & entry documents
Check the latest visa requirements and entry guidelines before travelling.
Visa not required
ATA Carnet: check with organiser
| Type | Who needs it | Fee | Processing | |
|---|---|---|---|---|
| Schengen short-stay visa (up to 90 days) | Citizens of non-EU countries who do not have a visa-exempt nationality and are visiting Sweden for business or to attend a conference for up to 90 days | — | Around 15 calendar days |
EU/EEA citizens can travel freely to Sweden using a valid national ID card or passport. UK nationals can travel visa-free for up to 90 days in any 180-day period. Non-EU citizens who do not require a visa are expected to be covered by the EU's ETIAS travel authorisation system, expected from the end of 2026.
Official visa pageWeather
Gothenburg in January is cold and grey: daytime highs around 1 to 4°C and nighttime lows near -2°C, with snow or rain on roughly 16 days and about 60 to 77 mm of precipitation across the month. Expect mostly overcast days rather than intense storms, and pack warm layered clothing plus waterproof outerwear and footwear.
Plan for the climate
Check temperatures and pack accordingly
Venue connectivity
Sweden has strong mobile coverage in cities; travellers can buy a local prepaid SIM or activate a travel eSIM before arrival, and public WiFi is widely available. A pocket WiFi unit is another option for staying connected in Gothenburg.
Ride-hailing
Taxis
Public transit
Car rentals
Practical guides
Visitor & Exhibitor Essentials
Everything needed to arrive prepared, navigate the event, and make the visit productive.
Flights
Destination: GOT
Book flights to GOT (Göteborg) when possible for the shortest transfer to the venue.
Visa
EU/EEA citizens can enter Sweden freely with a valid national ID card or passport. Non-EU visitors may need a Schengen visa for stays of up to 90 days in any 180-day period; stays longer than 90 days require a visitor's residence permit. Passports of non-EU citizens must be valid for at least three months beyond the planned departure date from the Schengen area.
Estimated cost: Varies by visa type and nationality (check official site).
Processing: Around 15 calendar days
Apply before travelling; the decision on a Schengen visa is made in advance of the visit. Business and conference trips are recognised purposes for a short-stay visa, and travellers should carry a document from their employer certifying travel to Sweden for conferences or training.
OfficialTransport
Get to the venue and around the city with these options.
Airport → venue: Primary gateways: Göteborg Landvetter Airport (GOT): 30 minutes. Allow road time to Svenska Mässan; confirm parking via the organiser.
Hotel → venue: Precinct hotels near Svenska Mässan: Göteborg: Hotell Heden, BW Signature Collection; Göteborg: Hotel Lorensberg, Göteborg; Göteborg: Gothia Towers.
Ride-hail: Available
Public transit: Tram and bus services available
Parking: Limited parking available near the venue
Weather
Plan and pack for the event climate.
Month: January
Temperature: -2°C to 4°C
Seasonality: Winter season, grey and overcast; snow or rain on about 16 days per month with roughly 60 to 77 mm of precipitation.
Packing: Pack warm layers and a waterproof jacket, plus an umbrella and sturdy waterproof footwear for cold, wet January days; bring gloves, a hat and a scarf.
Plan your trip
Planning
Best day to visit: Saturday
Most exhibitors and activities are available.
1
Check passport validity and visa requirement — If you are a non-EU citizen, your passport must be valid for at least three months beyond your departure from the Schengen area, and you may need a Schengen visa for stays up to 90 days in any 180-day period. See migrationsverket.se.
2
Apply for a Schengen visa if required — Apply through VFS Global or the Swedish embassy or consulate, allowing around 15 calendar days for processing. Include employer or conference confirmation of your trip.
3
Book flights to Göteborg Landvetter Airport (GOT) — Landvetter Airport is about 20 km from the venue. Airport buses run directly between the airport and Korsvägen/Svenska Mässan in roughly 20 minutes.
4
Book hotel near Svenska Mässan — Stay in the Korsvägen area within walking distance of the halls; options include Gothia Towers at the venue, Hotel Lorensberg and Hotell Heden. Book a dog room in advance if you are bringing a dog.
5
Register online and get your ticket or badge — Register via mydog.se; children 0-6 enter free, and persons accompanying disabled visitors plus guide dogs are admitted free - ask at the information desk at main entrance 5.
6
Download the hall plan and programme — Review the dog show, competition and seminar timetable and the exhibitor and breed club areas so you can plan your days.
7
Pre-schedule meetings and shortlist shows and seminars — MyDOG 2027 runs 3-6 January 2027 with two international dog shows, demonstrations, shows and seminars; choose the sessions and breed club stands you want to visit.
8
Plan local transport — Trams stop at Korsvägen/Svenska Mässan - from the central station take tram 12 towards Krokslätt or tram 4 towards Mölndal; from Brunnsparken take tram 5 towards Torp. Timetables are on the Västtrafik website.
9
Arrange parking or drop-off if driving — Parking is available in the Focus parking garage and lots around the fairgrounds; Focus garage opens at 06:00 and vehicles higher than 2.10 m must use Valhalla parking. There is a footbridge to the exhibition centre.
10
Pack for cold, wet January weather — Expect roughly -2°C to 4°C with snow or rain on about 16 days; bring warm layers, a waterproof jacket, umbrella, gloves, hat and sturdy footwear.
11
Prepare meeting documents and materials — Bring booking confirmations, visa documents if applicable, and your dog's vaccination certificate and pedigree or registration papers if you are entering competitions.
12
Arrive, collect your badge and orient yourself on Day 1 — Allow extra time on arrival for badge collection and dog checks at the veterinary inspection on 3 January before the shows begin.
Sample visitor itinerary
Route-optimised day
09:00
Registration and orientation; walk the breed club area to plan the day
Entrance hall / breed club stands, Svenska Mässan10:30
Watch international dog show judging and breed competitions
Main show halls, Svenska Mässan13:00
Lunch and browse the accessory/product exhibition
Exhibition halls and food court, Svenska Mässan15:30
Meet breeders and suppliers; follow afternoon rings or finals
Accessory exhibition / show rings, Svenska MässanSide trips
2Universeum Science Centre
Attraction
~5 min walk from Svenska Mässan
Indoor rainforest, aquarium and science exhibits - a good wet-weather January option right next to the venue.
Haga Old Town
Historic District
~10-15 min by tram from central Göteborg
Cobbled streets, traditional cafés and independent shops for an evening off the show floor.
Networking spots
3Accessory/product exhibition aisles
Exhibition zone
Supplier stands - best for trade conversations with brands, retailers and distributors.
Breed club stands
Association area
Central meeting point for breeders, club officials and international exhibitors.
Venue café and restaurant area
Café / restaurant
Informal seating inside Svenska Mässan for follow-up meetings between show rings.
First-timer guide
Follow-up playbook
- Send thank you emails to contacts made at the event.
Budget
Costs & budget
Shell scheme
—
Raw space
SEK 1675 / m²
Standard booth
9 m²
Cost reference
Official cost items and estimated ranges for exhibitors.
Booth Space
exhibitor · Standard
SEK 1675 / per sqm
unknown
| Item | For | Tier | Estimated range | Status | As of |
|---|---|---|---|---|---|
| Booth Space | exhibitor | Standard | SEK 1675 / per sqm | unknown |
Decision
Visit, exhibit, or skip?
Should you go?
Find out if you should visit, exhibit, or skip MyDOG.
QUESTION 1 OF 6
What is your primary role?
Decision matrix
Compare participation options side by side to choose the best fit for your objectives.
visit
When you want to see two international dog shows, breed club areas and the accessory exhibition in one trip.
Best for
Dog owners, breeders and enthusiasts wanting to watch shows and buy accessories
Timeline
1 month
Risks
No major risks listed.
exhibit
When you want to reach a dense, engaged audience of breeders and dog owners in early January, alongside over 100+ breed club stands.
Best for
Pet accessory, feed, health and service suppliers targeting Nordic dog owners
Timeline
3-6 months
Risks
No major risks listed.
skip
If you have no interest in dogs, breeding or pet products - the programme is entirely canine-focused.
Best for
Anyone outside the dog/pet sector
Timeline
N/A
Risks
No major risks listed.
Book with
Partners
Recommended providers
FAQs & glossary
Answers
Frequently asked
What are the event hours?
The event runs from 09:00 to approximately 17:30 each day.
Are tickets required for children?
Children aged 0-6 enter for free.
Can I bring my dog to the event?
Yes, you can bring your dog, but it must be at least 9 months old and have a valid vaccination certificate.
What activities are available at MyDOG?
MyDOG features dog shows, competitions, and various activities for dog lovers.
How can I register for the dog show?
You can register for the dog show through the official MyDOG website.
What safety measures are in place?
Safety measures include veterinary checks for all dogs attending the event.
How do I get to Svenska Mässan?
Trams stop at Korsvägen/Svenska Mässan: from Göteborg central station take tram 12 towards Krokslätt or tram 4 towards Mölndal, or tram 5 towards Torp from Brunnsparken. Airport buses from Landvetter Airport stop at Korsvägen/Svenska Mässan in about 20 minutes.
Is parking available at the venue?
Yes, parking is available in the Focus parking garage and in lots around the fairgrounds. Focus opens at 06:00 daily and has a footbridge to the exhibition centre. Vehicles higher than 2.10 m must use Valhalla parking.
Do I need a visa to attend MyDOG 2027 in Sweden?
EU/EEA citizens can enter Sweden freely with a valid national ID card or passport. Non-EU visitors may need a Schengen visa for stays of up to 90 days in any 180-day period, applied for before travel.
Glossary
- Dog Show
- A competitive event where dogs are judged based on breed standards.
- Veterinary Check
- A health inspection required for dogs attending the event.
- Rasklubbstorget
- A dedicated area for breed clubs to showcase their breeds and provide information.
- Nose Work
- A dog sport that involves scent detection and tracking.
- Freestyle
- A performance sport where dogs and handlers perform choreographed routines to music.
- Junior Handling
- A competition for young handlers to showcase their skills in presenting dogs.
- Best In Show
- The highest award at a dog show, given to the best dog across all competing breeds; at MyDOG 2026 around 6,900 show dogs competed for Best In Show in two international shows.
- SKK
- Svenska Kennelklubben, the Swedish Kennel Club, which maintains the pedigree database used for online entry to MyDOG dog shows.
- Pedigree
- The registration certificate recording a dog's ancestry; foreign exhibitors must send a copy of the pedigree to SKK before entering online.
- Accessory Exhibition
- The MyDOG product area where visitors shop for dog accessories and supplies alongside the dog shows and programme.
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Trust footer
Sources
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References
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Publishers
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Date checked
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MyDOG
- MyDOG Official WebsiteLang: SWEDISHevent_website
- Instagram - MyDOGLang: SWEDISHevent_social
Digital business cards for the show floor
Display a free company card at your booth, or share your professional card on the show floor.