The state-owned marketing company Visit Sweden has conducted an extensive analysis of the tourist target group for Sweden, which includes approximately 80 million potential visitors to Sweden.

The entire analysis results are published, country by country, on Visit Sweden's website and knowledge bank for the tourism industry, companies and interested parties - without cost or registration requirements: https://corporate.visitsweden.com/kunskap/malgrupp/

The analysis contains completely up-to-date facts about who travels to Sweden on vacation, how many there are, how they travel here, how long they stay, what type of vacation they prefer, how they live and what travel companions they have.

Also what they like about Sweden, what influences their choice of Sweden, which activities appeal the most, where in Sweden they prefer to travel to, as well as how they get inspired, which media they use, how and where they look for information, how they prefer to book, what they want to pre-book, what is important and what the driving forces are for traveling.

– This is the most comprehensive analysis of potential visitors to Sweden that we have done in several years, says Susanne Andersson, CEO of Visit Sweden.

The survey was conducted by the opinion and market research company YouGov on behalf of Visit Sweden. In total, over 9,000 interviews were conducted among global travelers who are potential visitors to Sweden in Norway, Denmark, Finland, Germany, the Netherlands, France, the United Kingdom, the United States and Sweden. The interviews were conducted via the internet with men and women aged 20-70 during the period April 16 to June 4, 2024.

– Good knowledge of the target group that is attracted to what Sweden offers is directly crucial for Sweden's tourism and visitor industry in developing offers, products, destinations, activities and marketing, says Tina Olsson, strategic director of Visit Sweden.

Some highlights from the brand new analysis:

• Sweden is no longer perceived as expensive by the target group, which Sweden has done for decades.
• 85% thinks Sweden is an interesting travel destination; 55% has already been here and wants to return.
• Sweden's nature ranks as number one among the travel reasons for vacationing in Sweden from Denmark, France, Germany, the USA - and by the Swedes themselves.
• Many people cite ”economy” and ”money”, ”climate” and ”world situation”, and ”health” as the things that will affect holiday travel over the next five years.