This is according to a recent survey conducted by Visit Sweden among experienced and active tourists. Almost all of them would also like to recommend the destination Sweden to others.

More and more visitors are choosing Sweden for their holiday and through July the number of overnight stays from abroad increased sharply by 8 percent*. A brand new survey from Visit Sweden shows that 90 percent of foreign tourists are satisfied or very satisfied with what they did during their last holiday in Sweden.

“Foreign visitors seem to like what they see and do in Sweden,” says Ewa Lagerqvist, CEO of Visit Sweden. The fact that the vast majority appreciate their vacation so much is a top mark for all tourism companies across the country that provide visitors with fantastic experiences.

Almost all respondents in the survey also want to recommend Sweden as a travel destination to friends and colleagues.

“The communication about Sweden that Visit Sweden does together with the tourism industry is important, but the fact that previous travelers want to give advice about Sweden gives enormous credibility internationally,” says Ewa Lagerqvist. This is data that we always look at very carefully when planning the marketing of Sweden.

Visitors to Sweden have most often engaged in shopping, city life with museums and restaurants, enjoyed good food and drink or visited the countryside to experience the atmosphere there. The most common types of vacation to Sweden are city trips, round trips to several places and nature experiences in the summer.

In Visit Sweden's survey, American travelers are the most satisfied, although respondents in all the countries surveyed are in great agreement. This is Visit Sweden's target group of well-traveled, active and curious visitors who have been asked to rate at least one of the activities they engaged in during their trip to Sweden in recent years. The survey was conducted in Norway, Denmark, Germany, the Netherlands, the United Kingdom, France and the United States.

More about the survey
The 90 percent of respondents who stated that they were satisfied or very satisfied with their experience gave at least one of the activities they engaged in during their last holiday in Sweden a rating of 5-7 on a seven-point scale. The most recent trip to Sweden was made in the last 5 years. The respondents are Visit Sweden's prioritized target group, the global traveler.

* Statistics for the number of overnight stays from abroad in commercial accommodation facilities come from the Swedish Agency for Economic and Regional Growth/Statistics Sweden.