International media is showing increased interest in Skåne as a destination even during the winter. This also means that demand for genuine experiences in our region is growing among foreign visitors, thanks to the record number of reports about everything from health-oriented winter experiences outdoors to relaxation with good food.
During this winter season, Skåne has had more foreign press visits than ever before. Some examples include Süddeutsche Zeitung, SUNDAY and Familie Journal, which highlights Skåne as an attractive winter destination with things like healthy hikes and Scanian dinners in front of the fire. Next up, we expect a visit from the British The Times, who want to try out the Skåne cold bath culture.
The increasing international interest in the Skåne winter means a new opportunity for the entire tourism industry in Skåne, and is also a PR success for Visit Skåne, which has long worked to strengthen the region's profile as a destination in all seasons. The publications in the foreign press show that Skåne has the potential to attract visitors also in seasons other than spring and summer.
As a regional destination company, Visit Skåne works actively to highlight Skåne as a year-round destination, and together with the industry, create experiences that make visitors choose to come here - even during the low season, provided adapted offers and a continued focus on winter tourism.
–In order to meet demand and benefit from what we are currently creating through international visibility, more operators need to stay open longer, develop their winter offerings and see winter as a period with great potential, says Alfred Wagenius, PR and communications officer at Visit Skåne.
Examples of publications:
✔ Radio travel, a popular German-language travel podcast with 1.5 million listeners, published both as a podcast and readable report about Skåne's winter experiences.
✔ Nuremberg News, one of Germany's largest regional newspapers with 700,000 readers per issue, promoted Skåne as a place for quiet, close-to-nature winter experiences.
Statistics for guest nights in all types of accommodation for the months January, February and December for two foreign markets, all foreign markets and the total (all). We compare the levels in 2019 with 2024.
| Year | Denmark Jan, Feb and Dec | Germany Jan, Feb and Dec | Foreign markets Jan, Feb and Dec | Total (all markets) Jan, Feb and Dec |
| 2019 | 48 341 | 21 097 | 195 225 | 862 453 |
| 2024 | 79 002 | 25 731 | 216 482 | 921 397 |
| Development | +63,4% | +22,0% | +10,9% |
According to the press release.
