Both classic winter resorts and sunny big cities are making it into the top ten list of Swedes' most booked travel destinations during the 2025 sports holiday, according to SAS's compilation. In first place is Geneva, followed by Milan and Luleå.

The sports holiday is one of the most intense travel weeks of the year, and according to SAS's compilation, Swedes are attracted to both domestic and international destinations this year. Of the ten most booked destinations, four are in Sweden and six are abroad.

Winter adventures and top cities
With its proximity to the Swiss, French and Italian Alps, Geneva ranks at the top of the most booked destinations for sports holidays. Second place is taken by the fashion and cultural metropolis Milan, which is also close to several ski resorts. In third place is Luleå, whose surroundings offer a multitude of activities for winter lovers. 

In addition to Luleå, Malmö, Gothenburg and Åre/Östersund are also among the most booked Swedish destinations.

The three destinations that have had the biggest upswing since 2024 are the same ones that top the list, with the biggest increase seen for Luleå, followed by Geneva and Milan. 

”"February has something for everyone, whether you prefer a winter adventure at a ski resort or a sunny break in warmer latitudes. It is also gratifying that so many people choose to vacation in Sweden. Regardless of the destination, we are proud to be part of the journey and contribute to memorable experiences,", says Henrik Winell, Vice President Network at SAS.

The Swedes' top ten
1. Geneva
2. Milan
3. Luleå
4. Zurich
5. Málaga 
6. Malmo
7. London
8. Are/Ostersund
9. Gothenburg
10. New York

Travel favorites from neighboring countries
A look at the corresponding statistics for Denmark and Norway reveals that our Scandinavian neighbors have some other favorites. Among the Danes, Geneva, London, Oslo, New York and Malaga are the most popular travel destinations. Norwegians, on the other hand, choose, in order, Trondheim, London, Tromsø, Stavanger and Bergen.  

According to the press release.