A new survey shows that half of the Swedish people experience congestion at popular Swedish holiday destinations. At the same time, many Swedes prefer to holiday within the country's borders. That's why SJ is now highlighting a number of lesser-known, but all the more charming, destinations in Sweden for a more relaxing holiday. A holiday from the holidays.
The survey was conducted during the month of June and aimed to investigate the extent to which the Swedish people intend to vacation domestically, as well as the perceived crowding at holiday destinations in Sweden. The results show that the majority of the Swedish people, 54 %, do not plan to go abroad this summer, while a large proportion experience several popular holiday destinations as overcrowded.
– We have known for a long time that Swedish people love to travel in the summer, but the fact that such a large proportion of Swedes are planning to only vacation in Sweden came as news. We believe that there is a huge interest in slightly more hidden, but still accessible, travel destinations. And when you do a little searching, you realize that we have a sea of undiscovered holiday gems in Sweden, says Maria Höglund, Head of Marketing and CRM at SJ.
Those "homebound" Swedes who want a little help finding these gems this summer can now take advantage of train-friendly destinations in Sweden that have few social media tags.
– We wanted to make it easier for our travelers by inspiring them to travel to other, slightly more unusual places than the big attractions. At the same time, we contribute to climate-smart tourism. By highlighting less visited destinations, our travelers have the opportunity for a more unique and memorable experience, says Maria Höglund.
SJ's list of hidden summer gems includes bathing spots such as Oxnö cliff bathing, quiet summer activities such as taking a trip on the steamer Thor to Kronoberg Castle Ruins, and the country's "smallest cultural activities" such as Dalsland Art Museum, among many others.
For vacationers who prefer to be where everyone else is, closer to the city pulse and festivals than beach cafes and bike tours, there are tips for suitable activities for them too.
Facts. This is how the survey was conducted.
Axiom Insight has conducted 683 interviews during the period June 1-9. The interviews have been conducted in the form of an online survey and the responses are collected with the aim of being nationally representative with regard to age, gender and geography.
