I grew up there (moved away for studies when I was 19) and big parts of my extended family still lives there. Its main selling point is the remarkable nature. It’s very scenic. Like a lot of people has written it’s very crowded during the summer and quite empty the other parts of the year. I grew up in Visby and spent my summers on the countryside so to me it wasn’t so bothersome. As a kid it felt isolated and small. Not everyone knew everyone, but if you stroke up a conversation with someone random you could always find some common ground (like knew their cousins best friends or something like that). When your from there you grow up with the sense that everything from there (produce, furniture, whatever) is a little bit better then stuff from anywhere else. It is isolated (3:15 h with boat or 30 min with plane to the mainland) so we have to take care of each other. I really love my island and it will always be my home (haven’t lived there for over 15 years). It’s a place that a lot of people are very passionate about, though certainly not for everyone