In 2024, a record number of international guests visited Halland, resulting in over 400,000 guest nights.
– It is fantastic to see how Halland is increasingly becoming a first choice for international visitors, says Jimmy Sandberg, operations manager at Visit Halland.
Halland has long been a holiday favorite among Swedish travelers, but now international guests are also starting to find their way to Halland. Never before have so many foreign tourists visited Halland and the largest foreign markets are Germany, Norway and Denmark. This is shown by the annual guest night statistics from Statistics Sweden.
– We see enormous potential in the international markets. We are still very unknown to a foreign target group, while we know that much of what is in demand is exactly what Halland offers. Therefore, we are focusing a lot on increasing awareness of Halland in these markets and it is very gratifying to see that it is yielding results, says Jimmy Sandberg.
Germany important driver for season extension
Like most other Swedish destinations, Halland has a large visitor peak in July. One of Visit Halland's goals is to increase the number of visitors by extending the tourist season, achieving a more even flow of visitors and thus contributing to a more sustainable tourism industry in Halland.
– Germany in particular is a market that is incredibly important to us when it comes to extending the season. On the one hand, we know that around 27 million Germans are interested in visiting Sweden. But we also know that they travel during periods when we Swedes usually don't travel, have purchasing power and that they stay for a long time once they are here. Their travel habits are perfect for extending the tourist season here in Halland, so we are making an extra big investment in Germany.
Doubling of Danish guest nights – five years earlier than expected
The country that stands out for increasing at the fastest rate is Denmark. In less than 10 years, Danish guest nights to Halland have more than doubled – a goal that was originally set for 2030, but which has already been achieved.
– The fact that we have reached our Danish doubling target a full five years ahead of schedule shows that the potential for further growth is great. The rapid increase in Danish visits provides an excellent opportunity to step up efforts and strengthen awareness of Halland. We can see that the experiences Danes are looking for on their holidays – scenic areas, local food experiences, culture, spas and coastal life – are exactly what Halland offers, just a two-hour drive from Copenhagen, concludes Jimmy Sandberg, Operations Manager for Visit Halland.
According to the press release.
