Dress codes in Sweden are usually not very strict. As a businessman attending meetings you’re expected to wear a suit, preferably with a tie, but a jacket with matching trousers, even jeans, is often just as good. If you wear a decent jacket combined with a shirt you usually can’t go wrong, wherever you may end up. Most Swedes don’t like too much physical contact. A handshake is often the most preferred way of greeting someone. Women can be greeted with a quick social kiss on the cheek, if you’ve met them before. Hugs and kisses are otherwise saved for closer friends. Otherwise Swedes tend to be quite correct and tidy in their behaviour. Most standard European etiquette rules apply.