More and more European tourists are choosing to vacation in Sweden this summer. A combination of extreme heat in Southern Europe, increased interest in nature experiences and the growing "coolcation" trend is driving up demand for Swedish camping destinations.
This is shown by new booking figures from First Camp, Northern Europe's largest camping chain, which reports strong increases from several international markets during the peak season weeks 28–32.
The biggest increase comes from Italy, where bookings have risen by 136 percent compared to the same period last year. Switzerland (+39 percent), Denmark (+28 percent), Norway (+10 percent), Finland (+6 percent) and Germany (+4 percent) also show positive figures. Only the Netherlands is slightly behind, with a decrease of 2 percent.
– We are seeing a changing travel pattern where Sweden is becoming an increasingly attractive choice for international guests. It's not just about temperatures, but about more people discovering Sweden as an attractive holiday destination in its own right, says Johan Söör, CEO of First Camp.
Long-term growth
Viewed over a longer period, the development is even clearer. Compared to 2024, bookings from Denmark have increased by 65 percent, Finland by 58 percent and Germany by 41 percent.
According to First Camp, the Italian market continues to grow after strong development last year, while interest from Switzerland is driven by travelers looking for cooler holidays in the Nordic countries.
The German market also continues to grow, albeit at a slower pace, after several years of stable growth.
Nature and flexibility attract
Camping holidays have changed and now attract a wide target group with accommodation options such as cabins, glamping, tents, caravans and motorhomes. Danish guests in particular are increasingly choosing camping for its proximity to nature and the opportunity to create a flexible holiday.
– As more people discover the freedom and variety of camping holidays, while interest in Sweden as a destination grows, First Camp is well equipped to meet the increased demand, says Johan Söör.
Booking development at First Camp (weeks 28–32):
- Italy: +136 %
- Switzerland: +39 %
- Denmark: +28 %
- Norway: +10 %
- Finland: +6 %
- Germany: +4 %
- Netherlands: -2 %
