Studies. School in Sweden is free and therefor a good option if you want to study abroad or move to another country to elevate your education.
Welfare. The Swedish welfare systems is one of the best welfare systems in the whole word and it is very welcoming to immigrants and it is easy to take part of the system. It is known for free or very cheap healthcare and elderly care.
Peace and neutrality. Sweden have not been directly involved in a war for 200 years and is a neutral country meaning it does not actively partake in war.
Climate. Because of its positioning Sweden experiences no natural disasters such as tsunamis or earth quakes. The Swedish climate is also very diverse, from cold winter climate and northern light in northern Sweden to the long coasts and open fields in south Sweden.
Democracy. Sweden is often at the top of lists of democracy, press-freedom and human rights. In todays day and age that is unfortunately not a given. The Swedish democracy is a big pull-factor, especially for people fleeing war and oppression.