One of two direct flights from Stockholm is landing in Austin Monday. SAS, a Scandinavian airline, has found that the South by Southwest festival is so popular back home that it decided to start flying people nonstop to Austin just for the festival.
Julie Lundgren, who works for a business newspaper in Oslo, Norway, was among the Scandinavians who took the first 10 1/2-hour flight Thursday.
“Hopefully [I’ll] get to learn a lot of new stuff about the media and technology,” said Lundgren, who is attending the festival for the first time.
Her newspaper is looking to improve its online service, so a group of her colleagues thought SXSW would be an important stop.