Gothenburg is often called the face of Sweden, or Little London. A lively city by the mouth of the river. The heart of the city is Avenyn, the main street, which all year around is full of people and parties. In Gothenburg you find Svenska mässan (trade centre) famous for its Book and Library Fair in the autumn, as well as amusement park Liseberg. Here you find Rhösska design museum, as well as the museum of world culture. In Gothenburg the biggest rock concerts are held in Scandinavium or Ullevi Arena. Gothenburg has a proud fishing tradition so a visit to Feskekôrka (the fish church) is a must for visitors. In May/June West Pride is arranged.