Despite an uncertain global situation, inflation and high living costs, Swedes' desire to travel continues to increase. According to the travel agency Ticket's Ticket Collection report, autumn and winter bookings have increased by 14 percent compared to last year. Spain and Thailand are at the top, while the USA is losing ground.
Booking statistics from travel agency Ticket show that travel for the 2025/2026 autumn and winter season has increased by 14 percent compared to last year. Europe accounts for the largest increase, with 28 percent more bookings this year. Spain and Italy remain stable favorites, and Portugal is entering as a bubbler with strong growth.
At the same time, interest in Asia is growing. Thailand retains first place as the Swedes' most booked winter destination, but Japan stands out with a record increase, thanks in part to the new direct flight between Arlanda and Tokyo and a growing range of package holidays.
Ahead of the season, Africa has overtaken North America in the number of bookings, according to the report. Behind the development are increased bookings to, for example, Morocco and Cape Verde, while bookings to, for example, the USA have decreased. According to Ticket's Sifo survey, approximately three out of five Swedes (64 percent) state that their interest in traveling to the USA has decreased because of Donald Trump.
The economy also drives travel patterns. Inflation and higher costs, both at home and at travel destinations, are causing many households to plan more carefully. Ticket's Sifo survey shows that price is the factor that Swedes rank as the most important when choosing a travel destination (52 percent). This leads to more people booking earlier, choosing shorter trips or investing in package deals to gain better control over costs.
– The desire to travel is strong, but households are planning smarter. Price drives the choice of travel, while politics affects interest, not least for the USA. The fact that Africa has surpassed North America in the number of bookings is a clear example of the shift, says Tiyoneh Jah, PR & communications manager at travel agency Ticket.
In summary, Ticket Collection shows that Swedes' desire to travel remains strong, but that the choice of destination is clearly influenced by both economics and politics.
Source: Travel agency Ticket booking statistics, trips booked by September 14th with departure between October 1, 2025 – March 31, 2026, and Ticket's Sifo survey. The survey was conducted on a nationally representative sample of Swedes aged 18–79.
