SSwedish marketing company Visit Sweden is now publishing a report on the holiday motivations of Swedish travelers to Sweden. This is the first of two reports. It is the first time that Visit Sweden has produced a comprehensive analysis of the Swedish target group of travelers to Sweden.
Over 1,200 Swedes have been interviewed in depth during the spring and summer of 2021. The first report, which is now complete, shows, among other things, what the strongest driving forces are for Swedes' holidays in Sweden.
The report includes answers to Swedes' views on sustainability when traveling, attitudes towards farm shops and alcohol sales, what sources of information Swedes have before their trip to Sweden, what barriers hinder the trip to Sweden, how they use social media and other media, what influence social media, film and TV have on the trip to Sweden and much more.
The reports will be available for free download via Visit Sweden's knowledge bank. The first one is available now. https://corporate.visitsweden.com/kunskap/sverige/malgruppsanalys-Sverige-del1-2021/
In addition to marketing to increase interest and curiosity for Sweden as a travel destination among domestic and international travelers, Visit Sweden works actively with knowledge sharing about tourism marketing and the target groups that are interested in Sweden as a travel destination. Especially to the Swedish tourism industry and Swedish regional tourism organizations.
– We see in particular that there is great interest from actors who work for and in the Swedish tourism industry in everything we do and produce that has to do with Swedish travelers to Sweden, says Åsa Ericson, who is responsible for Visit Sweden's tourism industry communications.
All knowledge that Visit Sweden shares is available for free use via the company's knowledge bank: https://corporate.visitsweden.com/kunskap/
The second report on Swedish travelers to Sweden will be published in a couple of months. It includes answers to questions such as how satisfied people were with their summer vacation in Sweden, what they did during their vacation, what culinary experiences they enjoyed, how much interest there is in activities in both cities and the countryside, what interest there is in visiting Sweden's cities, how they used their mobile phones during their vacation, attitudes toward renting accommodation from private individuals, use of various review sites and much more.
From report one (of two):
Swedes' top 10, general activities on a Sweden holiday
1. Visiting family/friends
2. Experience cities
3. Outdoor experiences/nature activities (spring, summer, fall)
4. Culinary experiences
5. Tour of Sweden
6. Experience rural areas
7. Hiking
8. Cultural experiences
9. Visiting amusement parks, family attractions, or zoos
10. Events
Swedes' top 10 winter activities on a Sweden holiday:
1. Watch the Northern Lights
2. Snowmobile
3. Cross-country skiing/ski touring
4. Downhill skiing
5. Dog sledding
6. Safari & Game Watching
7. Ice skating/cross-country skating
8. Take a cold bath
9. Ice fishing
10. Snowshoeing
