The UK and Germany, two of Swedish Lapland's priority foreign markets, are growing annually thanks to continuous market development. The USA and China are growing fastest, international interest in the destination is broad and in most foreign markets Swedish Lapland is growing more than the national average.

– There has been a large investment in the development of Swedish Lapland's tourism industry in recent years, including through funding from the Structural Funds and Interreg. We are now seeing how demand from many foreign markets is continuously increasing and our destination Swedish Lapland is also growing faster than the national average in most markets, such as Germany, the UK, the USA and the Netherlands, says Erika Mattsson, CEO of the Swedish Lapland Visitors Board.

Statistics Sweden's (SCB) measurement of guest nights for 2017 reports a preliminary increase of 3.% more guest nights in Swedish Lapland compared to 2016. That's 91,000 more guest nights at the destination's hotels, campsites, hostels and holiday villages. A total of 2,829,000 guest nights.

Germany has increased 78 % since 2010. British travel, which decreased in 2016, picked up again strongly in the autumn and early winter of 2017 and ended up with an increase of 9.6 % from the previous year.