Visit Sweden reports a strong 2025 where the company's international marketing contributed to increased tourism, a strengthened image of Sweden and growing export revenues.
According to the annual report, the marketing efforts reached a potential audience of approximately 4.8 billion people globally, while the PR value amounted to SEK 5.9 billion.
Tourism continues to develop positively. The number of guest nights increased by 2.5 percent to just over 70 million during the year. Foreign guest nights rose by 9.3 percent to 18.3 million, which contributed to tourism exports increasing by 8 percent to SEK 121.7 billion.
Visit Sweden focuses on attracting travelers who stay longer, travel year-round and discover more parts of the country - a strategy that will strengthen both sustainability and profitability in the tourism industry.
During the year, the company intensified its marketing in ten prioritized markets, including Europe, the US and China, with a data-driven approach and close collaboration with businesses and destinations.
Tourism is highlighted as an important driver for jobs and regional development throughout Sweden, where increased international interest creates business opportunities for companies in areas such as hotels, restaurants, transportation and experiences.
Visit Sweden is also reporting a deficit of SEK 6.5 million for 2025, which is described as a strategic investment to strengthen Sweden's long-term position in the global tourism market.
The company, which is wholly owned by the state, is tasked with marketing Sweden internationally and contributing to increased growth in the tourism industry.
