Now Visit Skåne can summarize the visitor year 2025. A total of 7.2 million guest nights were registered during the year, an increase of five percent since 2024. This reaches the highest level ever measured. Visit Skåne sees a long-term trend.
The success is primarily due to international visitors. The number of foreign guest nights is increasing by over 15 percent compared to 2023*. Local markets continue to perform strongly, while long-distance markets such as the USA are growing rapidly. German interest in Skåne is increasing by 17 percent and is our largest foreign market. Denmark is the second largest foreign market and increased by five percent. The USA shows an increase of 16 percent and lands in third place.
July and August are the most popular months to visit Skåne. However, interest rises more rapidly during the rest of the year, with an increase of six percent compared to four percent in July and August. Many smaller municipalities can also see growth with increased visitor numbers, which indicates a broader interest in the entire region and not just the classic tourist resorts, coasts and cities. This is very much in line with Visit Skåne's work to promote a spread of visitor flows throughout Skåne, all year round.
– We have a long-term trend where Skåne has strengthened its position as a tourist destination for many years. We see continued great interest from foreign visitors and a growing curiosity about alternative travel destinations outside our classic destinations. And improved infrastructure and good travel connections contribute to the strong development, says Max Granström, CEO of Visit Skåne.
Hotels are strengthening their position and accounted for 70 percent of all guest nights. Camping, which is the second largest form of accommodation, accounted for 23 percent.
The occupancy rate for hotels last year was 58 percent, an increase of one percent. Accommodation revenues rose by eight percent in total and revenue per occupied room increased by 2.8 percent in 2025.
Fact box
Total number of guest nights in 2025: 7,211,363
Swedish guest nights: 5,099,676
Foreign guest nights: 2,007,057
Occupancy rate: 58 percent
Accommodation revenue: SEK 4,084,545,355
*NOTE: The development per market is compared to 2023 as 2024 is characterized by inaccuracies caused by a change in reporting system. Other comparisons are made against 2024.
What is a guest night? A guest night is defined as a night that a guest spends at a commercial establishment, such as a hotel, hostel, campsite, and holiday village.
