The report shows, among other things, that Swedes are now very eager to travel and Google travel destinations several times a week, and that packaged experiences that include accommodation, food and activities are something that appeals to more and more people.

3.7 million Swedes are expected to vacation in Sweden this year, but as many as eight out of ten could consider exploring Sweden next summer.

The strongest motivations for Swedes to travel on holiday in Sweden are to have fun and experience new things together, to relax and escape routines, and to feel free. Also, enjoying good food and drink and experiencing nature are attractive.

The report also shows that those tourism operators in Sweden who, in addition to their unique offering, manage to communicate a safe and secure experience with flexible cancellation options, have a greater chance of successfully attracting the tourists that are available.

– The situation in the tourism industry is extremely serious and every effort that supports the industry is needed. With insights into the Swedish target group, the hope is that together we can increase the visibility and awareness of Sweden's rich tourist offering and get all of us Swedish travelers to discover Sweden anew, or in a new way. says Angelica Månsson-Gerde, Head of New Business, Visit Sweden 

The report "The Swedish Target Group" is primarily aimed at Swedish businesses with an interest in tourism and, in addition to the latest trends, highlights how Swedes think about vacationing in Sweden; driving forces, how to get inspired, plan and book their trips.

The report is available for download: