{"id":303177,"date":"2026-04-01T14:24:21","date_gmt":"2026-04-01T12:24:21","guid":{"rendered":"https:\/\/www.travelreport.se\/?p=303177"},"modified":"2026-04-01T14:26:15","modified_gmt":"2026-04-01T12:26:15","slug":"strong-year-for-visit-sweden-increased-tourism-and-global-reach","status":"publish","type":"post","link":"https:\/\/www.travelreport.se\/en\/starkt-ar-for-visit-sweden-okad-turism-och-global-rackvidd\/","title":{"rendered":"Strong year for Visit Sweden \u2013 increased tourism and global reach"},"content":{"rendered":"<p class=\"wp-block-paragraph\">Visit Sweden reports a strong 2025 where the company&#039;s international marketing contributed to increased tourism, a strengthened image of Sweden and growing export revenues.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1113\" height=\"792\" src=\"https:\/\/www.travelreport.se\/wp-content\/uploads\/2026\/04\/Susanne-Andersson-WEB.gif\" alt=\"Susanne Andersson visits Sweden\" class=\"wp-image-303179\"\/><figcaption class=\"wp-element-caption\">Photo: Susanne Andersson visit sweden<\/figcaption><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">According to the annual report, the marketing efforts reached a potential audience of approximately 4.8 billion people globally, while the PR value amounted to SEK 5.9 billion.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Tourism continues to develop positively. The number of guest nights increased by 2.5 percent to just over 70 million during the year. Foreign guest nights rose by 9.3 percent to 18.3 million, which contributed to tourism exports increasing by 8 percent to SEK 121.7 billion.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Visit Sweden focuses on attracting travelers who stay longer, travel year-round and discover more parts of the country - a strategy that will strengthen both sustainability and profitability in the tourism industry.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">During the year, the company intensified its marketing in ten prioritized markets, including Europe, the US and China, with a data-driven approach and close collaboration with businesses and destinations.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Tourism is highlighted as an important driver for jobs and regional development throughout Sweden, where increased international interest creates business opportunities for companies in areas such as hotels, restaurants, transportation and experiences.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Visit Sweden is also reporting a deficit of SEK 6.5 million for 2025, which is described as a strategic investment to strengthen Sweden&#039;s long-term position in the global tourism market.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The company, which is wholly owned by the state, is tasked with marketing Sweden internationally and contributing to increased growth in the tourism industry.<\/p>","protected":false},"excerpt":{"rendered":"<p>Visit Sweden redovisar ett starkt 2025 d\u00e4r bolagets internationella marknadsf\u00f6ring bidragit till \u00f6kad turism, st\u00e4rkt Sverigebild och v\u00e4xande exportint\u00e4kter. Enligt \u00e5rsrapporten n\u00e5dde marknadsf\u00f6ringsinsatserna en potentiell publik p\u00e5 cirka 4,8 miljarder m\u00e4nniskor globalt, samtidigt som PR-v\u00e4rdet uppgick till 5,9 miljarder kronor. Turismen forts\u00e4tter att utvecklas positivt. Antalet g\u00e4stn\u00e4tter \u00f6kade med 2,5 procent till drygt 70 miljoner [&hellip;]<\/p>\n","protected":false},"author":25,"featured_media":303178,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[184],"tags":[85,117,6994,193,543,6995],"class_list":["post-303177","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-turism","tag-flyg","tag-resa","tag-sverige","tag-tag-turism","tag-visit-sweden","tag-visit-sweden-okad-turism"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Starkt \u00e5r f\u00f6r Visit Sweden \u2013 \u00f6kad turism och global r\u00e4ckvidd &#8211; Travel Report<\/title>\n<meta name=\"description\" content=\"Starkt \u00e5r f\u00f6r Visit Sweden \u2013 \u00f6kad turism och global r\u00e4ckvidd \u2013 L\u00e4s senaste 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