GRAM Group extends partnership as official hotel partner to The Aurora

The Aurora, Scandinavia’s Premier Car & Lifestyle Event, is strengthening its long-term commitment as GRAM Group extends its partnership as Official Hotel Partner through 2026. The extension means that GRAM Group will continue to provide the accommodation experience for exhibitors, international guests, and visitors attending the event, with hotels located in Båstad and Torekov.

Following a record-breaking year with more than 15,000 visitors, The Aurora continues to grow as an international meeting place for design, automotive culture, and Nordic lifestyle. The next edition will take place on June 26–28, 2026, at Norrviken Gardens and Båstad Harbour, featuring an expanded program and an even stronger global focus.

– The Aurora is a world-class event that we are both proud and delighted to be part of. Having the event here further strengthens Bjärehalvön’s position, while giving us the opportunity to showcase our fantastic hotels, restaurants, and event venues to an international audience. For us at GRAM Group, it is incredibly rewarding to continue a partnership that contributes so strongly to strengthening the destination, says Marcus Thuresson, CEO of GRAM Group.

GRAM Group: delivering the accommodation experience for international guests and exhibitors
As Official Hotel Partner, GRAM Group’s hotels will play a central role in the overall event experience, where accommodation, hospitality, and destination come together to meet the expectations of a growing international audience.

The partnership forms part of a shared long-term ambition together with Backahill and its subsidiaries to continue developing Bjärehalvön as a premium destination offering world-class experiences.

The Aurora 2026: expanded international program and strong lifestyle profile
For 2026, The Aurora is raising the bar with a broader international program, including:

• More than 500 carefully selected vehicles
• Concours competitions
• The Aurora Talks
• Special Cars Exhibition
• The Aurora Yacht Show

At the same time, the lifestyle segment is being further strengthened with fashion, gastronomy, and culture – including participation from Vogue Scandinavia – clearly marking the event’s evolution from a purely automotive event into an international lifestyle platform.

About GRAM Group:

GRAM Group is a Swedish hotel and restaurant group located on Bjärehalvön in northwestern Skåne. With a strong sense of care for the destination and a focus on hospitality, GRAM Group creates experiences for both Swedish and international guests all year round. The group operates Hotel Skansen Båstad, Hotel Riviera Strand Båstad, and Torekov Hotell, as well as the restaurants Sand, Bistron, Riviera, Pavo, Pepe’s Bodega, Mamas Italian, and Papas. By combining accommodation, dining, meetings, and experiences, GRAM Group contributes to developing Bjärehalvön as an attractive year-round destination. Read more at: https://www.gramgroup.se/