There are many calm places not overcrowded and its no problem to find an empty pantai if anda have patience, but in Visby (the biggest town) there are pubs, restaurants and klub everywhere in the summer.
Last tahun IKEA Germany produced commercials where they made fun of the Swedes and their Midsummer tradition. The commercials got banned oleh the head office at IKEA Sweden (IKEA is a Swedish company).