Right now, just before Christmas, tourists around the world are looking for information about Swedish winter experiences - and about Swedish Midsummer.
The company Visit Sweden, which markets Sweden as a tourist destination to attract visitors to Sweden, has listed which pages on its global site visitsweden.com currently have the most visitors – which information is of most interest.
Among winter activities, Christmas celebrations and meal experiences, one site stands out a little bit just before Christmas: Celebrate Midsummer in Sweden 2026.https://visitsweden.com/what-to-do/culture-history-and-art/swedish-traditions/midsummer-tradition/midsummer/
In total, Visit Sweden's global site is visited by nearly six million unique visitors per year, generating nearly ten million page views.
The fact that Midsummer is on the top list of trending information on Visit Sweden's global site may surprise some, but it is completely in line with how people plan upcoming holidays.
Planning for summer trips has already begun and it seems that many want to take the opportunity to experience one of Sweden's most famous holidays.
– Knowing that travelers interested in Sweden are currently looking for information for the upcoming summer is good for Swedish companies, who can then strengthen this communication to their target groups, says Susanne Andersson, CEO of Visit Sweden.
– Through our own target group analyses of people interested in Sweden, we have a good grasp of what is desired and in demand, which we also freely share with anyone who wishes, Susanne continues.
Visit Sweden does not work with place or destination development. Only with marketing and target group awareness. The company consciously works to market periods and places outside of peak seasons and off the beaten track, to increase tourists' awareness of all that Sweden has to offer, all year round.
Pages on Visit Sweden's global site with the largest increase in the number of views in the last month:
1. Public holidays in Sweden
2. Top Swedish Christmas markets in 2025
3. How to celebrate Christmas in Sweden
4. Winter in Sweden 2025
5. Swedish Christmas food – get a taste of the traditional treats
6. Celebrate Midsummer in Sweden 2026
Pages with the most visitors in the last two months:
1. Coffee like a Swede – what Swedish coffee is and 5 classic treats to try
2. When and where to see the Northern Lights in Sweden
3. The Swedish Prescription
4. Top Swedish Christmas markets in 2025
5. Music events in Sweden 2026
6. Things Things to do in Gothenburg
7. Malmö – a city of contrasts
8. Getting around the Stockholm archipelago
9. Stockholm, the capital of Sweden – an urban city close to nature
10. Public transport in Sweden – buses, trams, ferries & more
