Swedes' desire to travel remains strong heading into 2026, while the economy is affecting how travel is planned and carried out. This is shown by Ticket Collection, the latest report on Swedes' travel habits from travel agency Ticket.
Bookings for 2026 continue to increase, while fewer Swedes feel that the economic situation is a direct obstacle to travel. According to the report, bookings have increased by 28 percent compared to last year, while the proportion stating that the economy is negatively affecting their travel has decreased from 45 to 24 percent since 2025.
The economy influences – but shapes travel rather than slows it down
Although the economy continues to play an important role, it is clear that more Swedes are experiencing higher purchasing power than before. At the same time, many are adjusting their travel to get more vacation for their money.
- 38 percent plan to travel outside of peak season to get lower prices
- 37 percent choose cheaper accommodation
- 32 percent choose destinations that are cheaper to fly to
- 21 percent book their trips earlier than usual to secure better prices
In Ticket's Sifo survey, respondents had the opportunity to provide multiple response options regarding how they adapt their travel, which means that the percentages add up to more than 100 percent.
46 percent say they are not planning to take any special measures to keep costs down during the holidays, a clear increase from 25 percent the previous year. This reinforces the picture that many households are experiencing greater financial leeway heading into 2026.
– The desire to travel remains strong, while many people are adjusting their choices to get more vacation for their money. We clearly see how the economy is affecting both the choice of destination and how the trip is planned, even though fewer people experience the economy as a direct obstacle compared to last year, says Tiyoneh Jah, PR and communications manager at travel agency Ticket.
Fewer people borrow for the holidays – a signal of increased economic stability
Despite the economy continuing to affect travel, Ticket Collection is showing clear signs of stabilisation in household finances. This is evident not least in how Swedes financed their travel in 2025.
Only 2 percent say they paid for their holiday in installments, such as via credit card or invoice. This is a sharp decrease compared to 9 percent the previous year and is in line with levels before the period of high inflation and rising interest rates.
The development shows that fewer Swedes needed to borrow for their vacation in 2025, which indicates a stronger economic starting position. At the same time, this is reflected in the booking statistics for 2026, where the number of bookings is increasing.
– The fact that fewer Swedes needed to borrow for their vacation in 2025 is a clear signal that many households have gained a more stable financial situation. This is now reflected in increased bookings for 2026, says Tiyoneh Jah.
Europe continues to dominate
According to Ticket Collection, Europe remains by far the most booked continent heading into 2026. 64 percent of all trips booked so far are to European destinations. Bookings to the continent have increased by 34 percent compared to the previous year and benefit from shorter distances, more direct routes and lower overall costs than long-haul trips.
Only two of the ten most booked holiday countries are currently outside Europe, which clearly shows that proximity and price still weigh heavily in Swedes' travel choices.
Affordable alternatives and new favorites emerge
As cost awareness increases, there are also clear changes in booking patterns. Destinations that offer a lot of experience at a lower cost are growing rapidly, even if they are not yet always at the top of booking lists.
Poland is the clearest example, where bookings have almost doubled compared to the previous year. Several other affordable European destinations are also showing strong growth, which according to Ticket Collection indicates that more Swedes are choosing to adapt their travel destination to their budget rather than forgoing travel altogether.
Long-distance trips are chosen more selectively
Outside Europe, Thailand continues to be the most booked destination for Swedes, while interest in more experience-based long-haul trips is increasing to, for example, Japan and Vietnam. At the same time, the USA stands out as the only country in the top 10 list where bookings to the country will decrease ahead of 2026, although the decline now appears to be starting to level off. In parallel, trips to Africa have continued to increase and have now overtaken North America in the number of trips booked, with 11 percent more bookings compared to North America.
This year's travel destination according to Ticket Collection
This year’s winner: Spain
Still number one among Swedes' holiday destinations, with stable demand and a wide range of flights.
Rocket of the Year: Italy
After a period of high growth, Italy has unexpectedly overtaken Greece as the second most booked holiday destination for 2026, and is particularly popular among young adults.
The most affordable of the year: Poland
Clear increase to Kraków and Gdańsk, driven by lower prices and increased interest in city trips.
This year's comeback: UK
Bookings to London are increasing again after a temporary drop, as interest in Paris has decreased.
| Top 10 holiday countries 2026:Spain (1)Thailand (2)Italy (5)Greece (3)United Kingdom (7)France (6)USA (4)Portugal (10)Germany (8)Cyprus (NY) | Top 10 holiday destinations 2026:Gran Canaria, Spain (1)Bangkok, Thailand (2)Malaga, Spain (3)Alicante, Spain (5)London, United Kingdom (NEW)Phuket, Thailand (4)Barcelona, Spain (6)Mallorca, Spain (7)Rome, Italy (NEW)Tenerife, Canary Islands (9) |
Source: Ticket booking statistics. Bookings made by January 8, 2026, for departures between January 1 – December 31, 2026, compared to the same period the previous year (2025 ranking in brackets).
Statistics from the survey and bookings can also be produced at a regional and local level.
