Demand for travel to Scandinavia continues to increase. Sweden, Norway and Denmark all recorded record guest nights in 2025, while SAS reports a passenger increase of over 10 percent to the region.
In Sweden, the number of guest nights amounted to 30.8 million during the summer months of 2025 – the highest figure to date. Foreign guest nights increased by 8.8 percent, and travel from the United States has increased sharply, up 58 percent compared to 2019.
Norway and Denmark also reached new highs. Norway registered 40.6 million guest nights during the year, with an increase in international visitors of 14 percent. Denmark, meanwhile, recorded its highest number of tourist overnight stays ever.
Growth is driven primarily by European markets, with Germany being one of the largest source markets, while interest from long-haul travelers – particularly from the US – continues to increase.
According to SAS report Travel Trends 2026 The development is not about travelers choosing other destinations, but rather that they are adding new types of trips. Classic sun and city trips are standing strong, but are increasingly complemented by experiences in nature and quieter environments.
The trend is described as “Heading North,” where travelers seek out destinations with nature, seasonal variations, and a slower pace. Scandinavia fits well into this, with a focus on experiences such as outdoor life, the midnight sun, and coastal environments.
“We are seeing a change in how people travel. Many are supplementing traditional trips with experiences in Scandinavia, attracted by the nature, space and pace,” says Paul Verhagen, Commercial Director at SAS.
SAS also highlights Copenhagen as an important hub that connects international travelers with destinations throughout the region – from the Arctic to coastal and rural areas.
Overall, the development indicates that Scandinavia is strengthening its position as an attractive destination at a time when safety, nature and sustainable experiences are becoming increasingly important for travelers.
