The number of foreign guest nights in Sweden is increasing. According to figures from the Swedish Agency for Economic and Regional Growth, the increase over the past ten years is approximately 16.5 percent, from 61,796,457 guest nights in 2016 to 72,024,471 in 2025.
The increase in guest nights for visitors from the USA over the last ten years is a whopping 212 percent (2025 compared to 2016: from 548,743 guest nights to 1,709,905).
Around 2016 – 2017, the number of guest nights in Sweden from the USA increased dramatically compared to the years before, according to figures from the Swedish Agency for Economic and Regional Growth.
– Accessibility to Sweden by flight from the USA increased during 2016-2017 and our marketing campaigns in the USA aroused interest and curiosity about Sweden's range of experiences and the Swedes' lifestyle, notes Susanne Andersson, CEO of Visit Sweden.
After the pandemic, the growth of guest nights in Sweden from the US continued to increase steadily and has now never been higher. Whether this is a matter of more actual people or just more overnight stays, meaning that visitors are staying longer, is difficult to determine, since the number of people who visit Sweden as tourists is not compiled in any national statistics.
During the pandemic years, Visit Sweden continued to globally market Sweden as a travel destination and when the pandemic was over, Visit Sweden accelerated its marketing efforts further to contribute to the recovery of tourist travel to Sweden, which appears to be bearing fruit.
