Saturday 10 Oct, 2026

Olympics effect in travel bookings: More Swedes want to go to Paris

Photo: TUI

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According to travel company TUI, bookings to Paris have increased sharply – a fourfold increase compared to last year. However, at the top of the list of the most booked cities this autumn are Barcelona, Rome and Athens.

Travel to big cities continues to increase in popularity among TUI's Swedish travelers. The travel operator sees that more city trips have been booked for this autumn compared to the same time a year ago. For trips departing in October, the increase is a full 20 percent compared to the same time a year ago. One of the most notable increases is in Paris, where bookings have quadrupled compared to last autumn.

– Paris is most associated with spring, but this autumn we clearly see that the summer's broadcasts of the Olympic Games have created a strong craving for the French capital among Swedes. It is a city that is always relevant – regardless of the season – with its wide range of culture and world-class attractions, says Dian Martinez Valencia at TUI.

In addition to Paris, Lisbon, Portugal, is also increasing in popularity, an increase of more than 180 percent compared to last year. Athens was one of the autumn favorites in 2023 and continues to increase in popularity this year. In November, it is TUI's most booked major city.

– It is the European cities that are attracting this year. We see that interest in cities outside Europe such as New York, Istanbul and Dubai is cooler. The fact that the krona has strengthened against the euro since last autumn is probably an explanation, says Dian Martinez Valencia at TUI.

Top 10: Most booked city trips in autumn 2024 (September-November):

  1. Barcelona
  2. Rome
  3. Athens
  4. Istanbul
  5. Prague
  6. Budapest
  7. Lisbon
  8. Paris
  9. London
  10. Nice


About booking statistics
Includes bookings via TUI's Swedish sales channels with departures September 2024 to November 2024, as of booking status week 37.

According to the press release.

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