I've heard a lot of people visit Ystad these days because it is the home town of inspector Wallander. Believe me, I didn't even know that name when I visited the place in 2003.
I had a reason to visit, though, and after I had booked a ticket to Malmö I knew I was going to Ystad as well. After all, Ystad played a prominent role in one of my favourite computer games when I was younger, a game called "Hanse" where the player was a merchant from Lübeck, sending his ships to various places around the Baltic Sea.
Wool was bought at Ystad, if I remember correctly.
And I never regretted visiting this lovely little city in the real world, too.