“Popular culture and innovative tourism marketing are helping Sweden strengthen its brand identity and further establish itself as a tourism destination. In essence, these approaches emphasise the country’s natural beauty and its rich historical and cultural heritage; they also highlight opportunities for unique experiences and the progressive nature of Swedish society.”
According to the UNWTO, Sweden welcomed just over 10.9 million international tourists (spending at least one night in the country) in 2012. This made it the most visited of the Nordic countries, ahead of second-placed Denmark (with 7.4 million international tourists in 2011) and third-placed Norway (with 5 million international tourists in 2011). Within a broader European framework, Sweden ranked ninth (when measured by international tourism receipts) in 2012. Mintel estimates that Sweden will welcome 13.5 million overnight visitors from overseas in 2014.
Sweden also ranks highly on the Travel and Tourism Competitive Index, which placed it ninth in the world in 2013 and seventh in Europe. WTTC forecasts for 2014, meanwhile, indicate that the Swedish direct travel and tourism industry will contribute 2.7% to national gross domestic product (GDP) that year; this is supported by data from the Swedish Agency for Economic and Regional Growth. Despite the difficult economic climate of recent years (notably the 2007/08 global economic downturn and the subsequent crisis in the Eurozone), Sweden’s tourism industry has experienced steady growth, with revenues increasing around 27.4% in the six years from 2008-14 (according to the Swedish Agency for Economic and Regional Growth and Mintel predictions). It is also an industry with significant growth potential.
There are numerous reasons for Sweden’s current popularity as a tourism destination. These include its pristine and abundant nature, seemingly infinite opportunities for outdoor pursuits, urban attractions and vibrant Swedish culture. Sweden also appeals to travellers for a number of less tangible reasons including the high quality of life enjoyed by its citizens, its reputation as a safe destination, its progressive values (Sweden is a liberal and forward-thinking society), its environmental awareness and its commitment to greener tourism practices. Sweden is also known for its design (including global super brands like Ikea and Volvo), creativity and art. Mega-stars Abba and Stieg Larsson’s Millennium Trilogy novels are examples of how popular culture has also helped develop Sweden’s brand identity and draw tourists to the country.
Sweden’s accessibility (particularly for European travellers flying on low-cost carriers (LCCs)) and an excellent domestic transport infrastructure also enhance the country’s appeal, particularly among business travellers and those taking short city breaks. The former are also served by first-rate business hotels and conference facilities.
With a tourism industry that is already performing well, Sweden has set itself the challenge of doubling tourism revenue in the decade 2010-20, with an ambitious target of SEK500 billion (approximately US$76.7 billion) in 2020 – this requires annual growth of around 10%. Forecasts for tourism revenue in 2014 (see Figure 4) suggest that Sweden is on track to achieve this. Going forward, Swedish tourism needs to continue to develop its core markets, attract more visitors from emerging markets like China and continue to innovate and invest in tourism, its tourism infrastructure and tourism promotion.
This report looks at the following areas:
What is the current situation for tourism in Sweden?
Who travels to and within Sweden, why and for how long?
How do tourists in Sweden travel and where do they stay?
How much has inbound tourism to Sweden been affected by external events?
What does the future of tourism look like in Sweden?
