The state-owned marketing company Visit Sweden's latest, large-scale target group analysis of potential visitors to Sweden is available on Visit Sweden's corporate website. Among other things, you can read about tourists' wishes and preferences, what tourists like most about Sweden and which parts of the country they would most like to visit.

Which parts of Sweden tourists from other countries most want to visit differ somewhat, but overall, visitors from Norway, Denmark, Finland, Germany, the Netherlands, France, the UK, the USA and Sweden mainly want to visit:

1. Stockholm

2. Gothenburg, Bohuslän

3. Lapland (mainly Norrbotten/Västerbotten)

4. Skåne

5. Gotland

Visit Sweden collects facts to better understand and design its marketing to attract the target group interested in Sweden. All facts are available on Visit Sweden's website, in Visit Sweden's knowledge bank. https://corporate.visitsweden.com/kunskap/

Foreign tourists account for about a quarter of overnight stays at commercial accommodations in Sweden, known as guest nights. The number of foreign guest nights in Sweden grew by almost 21% in 2024 compared to 2023, according to The Agency for Economic Growth. In total, the number of guest nights including Swedes staying overnight in Sweden increased by 0.7% in 2024 compared to 2023. 

Although Visit Sweden's target group analysis was conducted before the summer of last year, the driving forces and desires are more or less the same now as then, as changes occur relatively slowly. Visit Sweden's target group analysis among potential visitors to Sweden, global travelers and curious explorers, was conducted by the opinion and market research company YouGov between April 16 and June 4, 2024. 1000 interviews per country were conducted in Norway, Denmark, Finland, Germany, the Netherlands, France, the United Kingdom, the United States and Sweden with men and women aged 20-70.

The entire target group analysis for the travel destination Sweden: https://corporate.visitsweden.com/kunskap/malgrupp/

• Of the target group that Visit Sweden directs its marketing to, Sweden is not perceived as an expensive holiday country to visit, rather as an affordable one.
• 85% of those surveyed think that Sweden is an interesting travel destination; 55% have already been here and want to return.
• Sweden's nature is ranked number one among reasons to vacation in Sweden by Danes, French, Germans and Americans – and by the Swedes themselves.
• Many people cite ”economy”, ”money”, ”climate” and ”world situation” as well as ”health” as the factors that will most influence whether, where and how people travel on vacation in the next five years.

This is where Norwegian tourists most want to travel in Sweden

https://corporate.visitsweden.com/kunskap/malgrupp/norge/malgruppsanalys/vad-gillar-norrman-med-sverige

1. Gothenburg, Bohuslän

3. Stockholm

3. Skåne

4. Gotland

5. Småland

This is where Danish tourists would most like to travel in Sweden

https://corporate.visitsweden.com/kunskap/malgrupp/danmark/malgruppsanalys/vad-gillar-danskar-med-sverige

1. Stockholm

2. Skåne

3. Gothenburg, Bohuslän

4. Småland

5. Lapland (mainly Norrbotten/Västerbotten)

This is where Finnish tourists most want to travel in Sweden

https://corporate.visitsweden.com/kunskap/malgrupp/finland/malgruppsanalys

1. Stockholm

2. Lapland (mainly Norrbotten/Västerbotten)

3. Gothenburg, Bohuslän

4. Skåne

5. Gotland 

This is where German tourists would most like to travel in Sweden

https://corporate.visitsweden.com/kunskap/malgrupp/tyskland/malgruppsanalys/vad-gillar-tyskar-med-sverige

1. Stockholm

2. Gothenburg, Bohuslän

3. Lapland (mainly Norrbotten/Västerbotten)

4. Skåne

5. Småland

This is where Dutch tourists most want to travel in Sweden

https://corporate.visitsweden.com/kunskap/malgrupp/nederlanderna/malgruppsanalys/vad-gillar-nederlandare-med-sverige

1. Stockholm

2. Lapland (mainly Norrbotten/Västerbotten)

3. Gothenburg, Bohuslän

4. Skåne

5. Småland

This is where French tourists most want to travel in Sweden

https://corporate.visitsweden.com/kunskap/malgrupp/frankrike/malgruppsanalys/vad-gillar-fransman-med-sverige

1. Stockholm

2. Lapland (mainly Norrbotten/Västerbotten)

3. Gothenburg, Bohuslän

4. Skåne

5. Valleys

This is where British tourists would most like to travel in Sweden

https://corporate.visitsweden.com/kunskap/malgrupp/storbritannien/malgruppsanalys/vad-gillar-britter-med-sverige

1. Stockholm

2. Lapland (mainly Norrbotten/Västerbotten)

3. Gothenburg, Bohuslän

4. Skåne

5. Gotland

This is where American tourists would most like to travel in Sweden

https://corporate.visitsweden.com/kunskap/malgrupp/usa/malgruppsanalys/vad-gillar-amerikaner-med-sverige

1. Stockholm

2. Lapland (mainly Norrbotten/Västerbotten)

3. Åre, Härjedalen and Gothenburg, Bohuslän

4. Skåne

5. Valleys

This is where Swedes prefer to travel when they are tourists at home

Note that no consideration has been taken into account where in the country the Swedes live, which may affect the answers.

https://corporate.visitsweden.com/kunskap/malgrupp/sverige/malgruppsanalys/vad-gillar-svenskar-med-sverige

1. Gothenburg, Bohuslän

2. Lapland (mainly Norrbotten/Västerbotten)

3. Gotland

4. Skåne

5.Stockholm

According to the press release.