The desire of Swedes to travel continues despite an uncertain global situation. A new survey by the travel company TUI shows that 43 percent plan to travel abroad in the coming year, while almost a quarter state that the global security situation affects their choice of holiday.
A new Sifo survey shows that Swedes' travel habits are resilient to geopolitical conflicts, but that planning for this summer is characterised by a late booking pattern. Four out of ten (42 percent) state they plan to travel abroad this summer (May-September). Among those planning a trip in July, 43 percent have not yet booked their holiday. For trips in June, the corresponding proportion is 31 percent.
At the same time, TUI is seeing bookings begin to pick up after a more hesitant spring.
– Many have waited to book this year, which has created a clear late booking pattern. At the same time, we are seeing a turnaround now. In recent weeks, bookings have increased by around 20 percent each week, says Dian Martinez Valencia, communications manager at TUI.
Price is the main driver – geopolitics affects a minority.
Price is the factor that most affects Swedes' holiday plans. One in three Swedes (32 percent) state that the price of the trip dictates how they will travel this summer, while just over one in five (21 percent) highlight the price level at the destination.
At the same time, almost a quarter (24 percent) state that geopolitical factors such as the global security situation and political conflicts influence holiday choices. An equal proportion cite safety at the destination as an important factor. The survey also shows that older people are influenced to a lesser extent than younger people.
The global situation is a consideration in many people's decisions, but what we're seeing is that it rarely leads to people cancelling their travel plans. Rather, it's about adjusting their choice of destination, says Dian Martinez Valencia.
The book is expected to drive the last-minute market
TUI assesses that the later booking pattern could lead to high demand for last-minute trips this summer.
– We are already seeing a trend of many people booking closer to their departure date, which could mean fierce competition for the most attractive trips as we approach the end of June and the peak season properly gets underway, says Dian Martinez Valencia.
Classic destinations remain most booked
This summer too, Swedish travellers continue to choose well-known destinations. Among the most booked are Greece, with Rhodes and Crete topping the list, followed by Cyprus and Spain.
– “It’s the same classic holiday favourites that come back year after year. They’re seen as safe choices and combine sunshine, swimming and a wide range of hotels,” says Dian Martinez Valencia.
To Swedes worried about fuel shortages and canceled flights this summer, the travel company is offering reassuring news.
– We have secured a large proportion of our aviation fuel ahead of the summer and do not currently foresee any disruptions that would affect the operation of our flights. Our customers can rest assured that the price they booked is the price they will pay; we do not apply retroactive fuel surcharges, he concludes Dian Martinez Valencia.
Top 10: Where Swedes are heading this summer, according to TUI
1. Crete, Greece
2. Rhodes, Greece
3. Cyprus
4. Mallorca, Spain
5. Samos, Greece
6. Gran Canaria, Spain
7. Kos, Greece
8. Antalya Coast, Turkey
9. Croatia
10. Zakynthos, Greece
About the survey
The survey was carried out by Fifty5Blue (formerly Kantar Media) on behalf of TUI. A total of 1,070 Swedes aged between 18 and 79 took part in the survey. Data collection took place between 6 and 12 May 2026. The sample is nationally representative.
Appendix
Are you planning to travel abroad (outside the Nordic countries) on holiday in the next 12 months? Multiple answers allowed
| Total 2026 N = 1070 | Total 2025 N = 1054 | |
| Yes (net) | 43 % | 47 % |
| Yes, in May | 6 % | 6 % |
| Yes, in June | 9 % | 9 % |
| Yes, in July | 11 % | 12 % |
| Yes, in August | 8 % | 7 % |
| Yes, in September | 8 % | 11 % |
| Yes, in October | 9 % | 8 % |
| Yes, this winter/spring | 10 % | 12 % |
| No, I won’t be travelling outside the Nordic region at all over the next 12 months | 34 % | 32 % |
| Don’t know/haven’t decided yet | 23 % | 22 % |
Which of the following factors influence your choice of holiday destination this summer? Multiple answers allowed
| TotalN = 1070 | |
| The cost of the holiday trip | 32 % |
| Geopolitical factors, such as political unrest, conflicts, or the global security situation | 24 % |
| The destination feels safe | 24 % |
| Price levels of the travel destination | 21 % |
| The weather at the destination | 21 % |
| The culture of the destination feels welcoming. | 16 % |
| Annat | 12 % |
| Economic factors, such as interest rates, inflation, or cost of living | 14 % |
| The weather at home | 10 % |
| Always return to the same place | 6 % |
| Extra protection and safety when travelling, e.g. package holidays or travel insurance | 3 % |
| Don't know | 3 % |
| I will not be going on a holiday trip this summer | 29 % |
Have you, or anyone in your travel party, booked your next holiday abroad (outside of the Nordic countries)?
| TotalN = 465 | |
| Yes, it's already booked | 48 % |
| No, but it will probably be booked within the next 1-2 weeks | 6 % |
| No, but it will likely be booked within the next 3-4 weeks | 6 % |
| No, but it will probably be booked within the next 2-3 months | 13 % |
| No, but it will likely be booked within the next 4-5 months | 7 % |
| No, but it will probably be booked within the next 6-12 months | 11 % |
| No, no booking is necessary | 7 % |
| Don't know | 2 % |
