Despite an uncertain world situation with geopolitical unrest, rising energy prices and economic challenges, interest in traveling to Sweden remains strong ahead of the summer peak season.
According to Visit Sweden, there are currently no signs of demand decreasing in the company's most important markets.
– We see no indications of decreased interest in traveling to Sweden. Sweden is still perceived as a stable, safe and attractive holiday destination, says CEO Susanne Andersson.
At the same time, global uncertainty is affecting traveler behavior. Factors such as inflation, fuel prices and geopolitics may cause some to delay making decisions, especially when it comes to longer trips.
Domestic tourism continues to play a crucial role in the stability of the Swedish tourism industry. Swedes traveling within the country, as well as short-term visitors from the Nordic region and Europe, help to keep demand up.
Foreign visitors account for about a quarter of tourism in Sweden but are of great economic importance. In 2025, international tourists spent close to 122 billion kronor in the country.
A clear trend is that travelers are demanding greater flexibility in their bookings. At the same time, cost awareness is becoming higher, with travelers increasingly comparing both prices and destinations.
However, Sweden is still perceived as an affordable alternative, not least thanks to the value of the krona and a strong offering in nature, experiences and service.
Safety is an increasingly important factor in choosing a travel destination. Sweden has a strong position internationally here, although reporting on crime affects the picture to some extent.
The global situation is also affecting air traffic, with conflicts and rising costs hitting long-haul travel harder. It is instead benefiting shorter trips within Europe – something that could further strengthen Sweden's position.
– The Swedish offering is well in line with global trends such as sustainability, authenticity and security, says Susanne Andersson.
The situation looks relatively stable ahead of the summer, although developments can change quickly. Visit Sweden is monitoring the situation closely and adapting its marketing as needed.
Where are more facts?
Approximately 74 percent of tourism overnight stays in Sweden in 2025 were domestic tourists, according to the Swedish Agency for Economic and Regional Growth.
Tourists come to Sweden by plane, ferry, train, bus and their own vehicles via bridges and border crossings to Norway and Finland.
Accommodation, number of guest nights in Sweden
Reported by the Swedish Agency for Economic and Regional Development: https://tillvaxtdata.tillvaxtverket.se/statistikportal#page=72b01aa0-1d4a-425c-8684-dbce0319b39e
Flights and passengers
The number of flights and passengers to Sweden is compiled by Swedavia: https://www.swedavia.se/om-swedavia/statistik/
and of the regional airports that have international traffic, which ones are here: https://www.flygplatser.se/
And from the Swedish Transport Agency: https://www.transportstyrelsen.se/sv/om-oss/statistik-och-analys/statistik-inom-luftfart/flygplatsstatistik/
