A recent Sifo survey from the travel company TUI shows that every second Swede plans to travel abroad in the coming year, an increase of nine percentage points compared to the same period last year. At TUI, bookings for the summer 2025 already surpassed last year's booking levels.
The survey, conducted by Kantar Media, reveals that 49 percent of Swedes plan to travel abroad within the next 12 months. This is the highest figure since TUI began mapping Swedes' travel habits. In addition, the proportion of unsure travelers has decreased from 31 percent to 23 percent compared to last year.
– It is clear that Swedes are optimistic about the economy and their opportunities to travel in the coming year. This is also reflected in our booking figures. For next summer, bookings are up 20 percent compared to the same time last year. In the short term, Swedes are somewhat more cautious, but even there we see an increase of just over six percent for the winter, says Dian Martinez Valencia, communications manager at TUI.
The Sifo survey also shows that fewer Swedes plan to change their travel plans due to economic factors, compared to the same time last year. Only one in five state this, which is a decrease of eleven percentage points.
– Previously, it was mainly families with children who were most affected by the economic situation. In the latest survey, we do not see such large differences between households with or without children, says Dian Martinez Valencia, communications manager at TUI.
Top 10: Where Swedes travel this winter (based on TUI booking figures)
1. Gran Canaria, Spain
2. Phuket, Thailand
3. Tenerife, Spain
4. Lanzarote, Spain
5. Krabi, Thailand
6. Sal, Cape Verde
7. Hurghada, Egypt
8. Cancun, Mexico
9. Boavista, Cape Verde
10. Punta Cana, Dominican Republic
About the survey
The survey was conducted in Kantar Media's Sifopanel via an online survey and with a representative sample. A total of 1,086 people aged 18–79 participated in the survey. The survey was conducted on September 23-26, 2024.
Appendix
Are you planning to travel abroad (outside the Nordic countries) on holiday in the next 12 months?
| TotalSep 2024 N = 1086 | TotalSep 2023 N = 1074 | |
| Yes (net) | 49 % | 40 % |
| Yes, in September | 4 % | 3 % |
| Yes, in October | 10 % | 8 % |
| Yes, in November | 8 % | 6 % |
| Yes, in December | 8 % | 6 % |
| Yes, in January | 4 % | 3 % |
| Yes, in February | 4 % | 3 % |
| Yes, in March | 5 % | 4 % |
| Yes, next spring/summer | 25 % | 18 % |
| No, I won’t be travelling outside the Nordic region at all over the next 12 months | 27 % | 28 % |
| Don’t know/haven’t decided yet | 23 % | 31 % |
Will you change your travel plans in the next 12 months? due to the economic situation, if so how?
| TotalSep 2024 N = 1086 | TotalSep 2023N = 1074 | |
| Yes (net) | 21 % | 32 % |
| Yes, I will travel on fewer and/or shorter trips | 7 % | 12 % |
| Yes, I will choose a more affordable destination abroad | 6 % | 9 % |
| Yes, I will choose a more affordable accommodation and/or means of transportation | 6 % | 8 % |
| Yes, I will go on vacation in Sweden instead of abroad. | 5 % | 6 % |
| Yes, I will not travel. | 3 % | 7 % |
| No, it does not affect my travel plans for the next twelve months | 65 % | 55 % |
| Don't know | 14 % | 14 % |
According to the press release.
