A new Sifo survey from TUI conducted by Kantar Media reveals what Swedes value when planning a trip. Most respond that they want gastronomic experiences.
In the nationally representative survey commissioned by travel company TUI, Swedish travelers were asked which statements best apply to them when planning their upcoming trip. One in five stated that they are looking for high quality food and gastronomic experiences at the destination.
– This is in line with a trend we have seen among our Swedish travelers for some time now. They want high quality food in hotels and are happy to go on excursions that include food and drink experiences. This is related to the fact that travelers want to experience the local culture and get a sense of authenticity at the destination. The trend with culinary experiences is expected to continue to grow, says Dian Martinez Valencia, communications manager at TUI.
Almost as many, 17 percent, of those surveyed say they are looking for new exciting travel destinations that most people don't visit.
– When you talk about new and undiscovered destinations, it might bring to mind exotic and faraway destinations. But there is a lot of new things to explore in Europe too. An example is Halkidiki on the Greek mainland, which is less visited by Scandinavians compared to many other Greek destinations. We launched the destination last summer and are now noticing that more and more people are starting to open their eyes to this part of Greece, says Dian Martinez Valencia, communications manager at TUI.
Top 3 – This is important when Swedes book a trip
1. High quality of food and gastronomic experiences at the destination (19 percent)
2. New exciting destinations that most people don't visit (17 percent)
3. Treat yourself to quality and luxurious experiences at the destination even if they can't afford a full-scale luxury trip (15 percent)
Three tips for food and drink themed excursions:
1. Tour of Western Crete with Vineyard and Olive Oil
2. Rhodes food & wine tour with local guide
3. Mallorca winery visit with wine tasting and food
Are you planning to travel abroad (outside the Nordic countries) on holiday in the next 12 months?
| Total N = 1055 | |
| Yes (net) | 46 % |
| Yes, in May | 6 % |
| Yes, in June | 9 % |
| Yes, in July | 11 % |
| Yes, in August | 8 % |
| Yes, in September | 9 % |
| Yes, in October | 7 % |
| Yes, this winter/spring | 13 % |
| No, I won’t be travelling outside the Nordic region at all over the next 12 months | 36 % |
| Don’t know/haven’t decided yet | 19 % |
Which of the following apply to you? You can choose up to 3 answers from the list below.
| Total N = 480* | |
| I was looking for high quality food/gastronomic experiences at the destination | 19 % |
| I was looking for new exciting destinations that most people don't visit. | 17 % |
| I can't afford a full-scale luxury trip, but plan to treat myself to quality/luxury experiences at the destination | 15 % |
| I was looking for affordable destinations that resemble dream destinations (e.g. Azores instead of Thailand, Croatia instead of Maldives) | 14 % |
| I was looking for destinations/hotels where I can maximize my sleep/recovery | 7 % |
| I have been inspired by travel destinations I have seen in TV series or movies | 7 % |
| I've been inspired by travel destinations I've seen on Tiktok/Instagram | 7 % |
| I chose a destination with a mild/cool climate | 5 % |
| No, none of the above has affected me. | 45 % |
| Don't know | 2 % |
* Only respondents who stated that they plan to travel in the next twelve months were asked to answer this question.
About the survey
The survey was conducted in Kantar Media's Sifopanel via an online survey and with a representative sample. A total of 1,055 people aged 18–79 participated in the survey. The survey was conducted on May 6-15, 2024.
According to the Press Release,
