Sections
| Title | Starting Page | Number of Pages |
|---|
| Cover Page | 1 | 1 |
| List of Contents and Tables | 2 | 1 |
| Consumer Context | 2 | 1 |
| Tourism Flows in Sweden - Category Analysis | 2 | 1 |
| TRAVEL IN SWEDEN | 3 | 1 |
| Table/Chart: Tabular Data Analysis | 3 | 1 |
| TRAVEL IN SWEDEN | 4 | 1 |
| Lodging (Destination) in Sweden - Category Analysis | 4 | 1 |
| TRAVEL IN SWEDEN | 5 | 1 |
| Table/Chart: Tabular Data Analysis | 5 | 1 |
| Travel in Sweden - Industry Overview | 6 | 1 |
| Executive Summary | 6 | 1 |
| 2026 developments | 6 | 1 |
| Key Data Insights | 6 | 1 |
| TRAVEL IN SWEDEN | 7 | 1 |
| Graph - Premiumisation vs Value | 7 | 1 |
| Passion and Purpose | 7 | 1 |
| Travel Confidence Rebuild | 7 | 1 |
| Industry Performance | 7 | 1 |
| Value-conscious and experience-seeking travellers drive growth through different paths | 7 | 1 |
| TRAVEL IN SWEDEN | 8 | 1 |
| Experiences and personal interests shape travel decisions | 8 | 1 |
| Government support helps maintain connectivity and travel confidence | 8 | 1 |
| Chart 3 Sweden Supports Airlines to Protect Travel Confidence | 8 | 1 |
| TRAVEL IN SWEDEN | 9 | 1 |
| Graph - Chart 4 Travel Sales by Category: Value 2026 | 9 | 1 |
| TRAVEL IN SWEDEN | 10 | 1 |
| Graph - Total Value Sales SEK million Current | 10 | 1 |
| What's Next? | 10 | 1 |
| TRAVEL IN SWEDEN | 11 | 1 |
| Climate and overtourism pressures are poised to create opportunities for nature-rich destinations | 11 | 1 |
| Digitalisation and automation are forecast to advance across the travel journey | 11 | 1 |
| Chart 5 Analyst Insight for Travel | 11 | 1 |
| Graph - TRAVEL IN SWEDEN | 12 | 1 |
| Competitive Landscape | 12 | 1 |
| Sas strengthens nordic connectivity as airbnb adapts to evolving demand | 12 | 1 |
| TRAVEL IN SWEDEN | 13 | 1 |
| Products | 13 | 1 |
| Integrated travel propositions gain importance as travellers seek greater convenience | 13 | 1 |
| Experience-led stays expand beyond sweden's main destinations | 13 | 1 |
| Chart 7 Stf Expands Nature-Led Stays across Sweden | 13 | 1 |
| TRAVEL IN SWEDEN | 14 | 1 |
| Stronger integration and destination engagement create new revenue opportunities | 14 | 1 |
| Economic Context | 14 | 1 |
| TRAVEL IN SWEDEN | 15 | 1 |
| Graph - Political | 15 | 1 |
| Graph - Economic | 15 | 1 |
| Technological | 15 | 1 |
| Graph - Chart 9 Real Gdp Growth 2021-2031 | 15 | 1 |
| Graph - Annual Rates of Inflation % | 16 | 1 |
| Consumer Context | 16 | 1 |
| Population | 16 | 1 |
| Graph - Chart 11 Consumer Context for Travel | 16 | 1 |
| Income and Expenditure | 16 | 1 |
| Lifestyles | 16 | 1 |
| Graph - TRAVEL IN SWEDEN | 17 | 1 |
| Graph - Chart 13 Population by Generation 2026 | 17 | 1 |
| Graph - TRAVEL IN SWEDEN | 18 | 1 |
| Country Reports Disclaimer | 18 | 1 |
| Tourism Flows in Sweden - Category Analysis | 19 | 1 |
| Key Data Insights | 19 | 1 |
| 2026 Developments | 19 | 1 |
| Tourism flows summary | 19 | 1 |
| Key Industry Trends | 19 | 1 |
| Passion and Purpose | 19 | 1 |
| Shifting Corridors | 19 | 1 |
| Climate Comfort | 19 | 1 |
| Industry Performance | 20 | 1 |
| Restored air links expand access to long-haul source markets | 20 | 1 |
| Graph - Chart 16 Shanghai Flights Restore Sweden's China Travel Corridor | 20 | 1 |
| TRAVEL IN SWEDEN | 21 | 1 |
| Nature and wellbeing become stronger drivers of travel demand | 21 | 1 |
| Climate comfort strengthens sweden's appeal during the summer season | 21 | 1 |
| Graph - TRAVEL IN SWEDEN | 22 | 1 |
| Graph - Chart 18 Tourism Flows Spending by Category: Value 2026 | 22 | 1 |
| TRAVEL IN SWEDEN | 23 | 1 |
| Graph - Total Calculated Value Sales SEK million Current | 23 | 1 |
| Graph - I | I - | 23 | 1 |
| Table/Chart: Inbound Arrivals by Country: Number of Trips 2021-2026 | 23 | 1 |
| Table/Chart: Tabular Data Analysis | 23 | 1 |
| TRAVEL IN SWEDEN | 24 | 1 |
| What's Next? | 24 | 1 |
| Travellers are expected to become more selective while demand remains resilient | 24 | 1 |
| Chart 21 Analyst Insight for Tourism Flows | 24 | 1 |
| Table/Chart: Chart 20 Outbound Departures by Destination: Number of Trips 2021-2026 | 24 | 1 |
| Table/Chart: Tabular Data Analysis | 24 | 1 |
| TRAVEL IN SWEDEN | 25 | 1 |
| Improved connectivity is set to broaden sweden's visitor base | 25 | 1 |
| Graph - TRAVEL IN SWEDEN | 26 | 1 |
| Table/Chart: Chart 23 Forecast Inbound Arrivals by Country: Number of Trips 2026-2031 | 26 | 1 |
| Table/Chart: Tabular Data Analysis | 26 | 1 |
| TRAVEL IN SWEDEN | 27 | 1 |
| Products | 27 | 1 |
| Visit sweden transforms destination marketing into an immersive travel experience | 27 | 1 |
| Table/Chart: Tabular Data Analysis | 27 | 1 |
| TRAVEL IN SWEDEN | 28 | 1 |
| Graph - Chart 25 Visit Sweden Turns Island Life into Purpose-Led Travel | 28 | 1 |
| More differentiated travel offers support visitor growth and regional development | 28 | 1 |
| Economic Context | 28 | 1 |
| TRAVEL IN SWEDEN | 29 | 1 |
| Graph - Political | 29 | 1 |
| Graph - Economic | 29 | 1 |
| Technological | 29 | 1 |
| Graph - Chart 27 Real Gdp Growth 2021-2031 | 29 | 1 |
| TRAVEL IN SWEDEN | 30 | 1 |
| Graph - Annual Rates of Inflation % | 30 | 1 |
| Consumer Context | 30 | 1 |
| Population | 30 | 1 |
| Graph - Chart 29 Consumer Context for Tourism Flows | 30 | 1 |
| Income and Expenditure | 30 | 1 |
| Lifestyles | 30 | 1 |
| Graph - TRAVEL IN SWEDEN | 31 | 1 |
| Graph - Chart 31 Population by Generation 2026 | 31 | 1 |
| Graph - TRAVEL IN SWEDEN | 32 | 1 |
| Country Reports Disclaimer | 32 | 1 |
| Airlines in Sweden - Category Analysis | 33 | 1 |
| Key Data Insights | 33 | 1 |
| 2026 Developments | 33 | 1 |
| Airlines summary | 33 | 1 |
| Key Industry Trends | 33 | 1 |
| Graph - Premiumisation vs Value | 33 | 1 |
| People and Planet | 33 | 1 |
| Cost and Policy Pressure | 33 | 1 |
| Industry Performance | 34 | 1 |
| Graph - Chart 34 Sas Leads Sweden'S Airline Sustainability Perception | 34 | 1 |
| TRAVEL IN SWEDEN | 35 | 1 |
| Government support helps preserve domestic connectivity | 35 | 1 |
| TRAVEL IN SWEDEN | 36 | 1 |
| Graph - Chart 36 Airlines Sales: Value 2021-2031 | 36 | 1 |
| TRAVEL IN SWEDEN | 37 | 1 |
| Market segmentation is set to become more pronounced | 37 | 1 |
| Chart 37 Analyst Insight for Airlines | 37 | 1 |
| Operational resilience is expected to become a greater competitive advantage | 37 | 1 |
| TRAVEL IN SWEDEN | 38 | 1 |
| Graph - Chart 38 Forecast Airlines Sales: Value 2021-2031 | 38 | 1 |
| Competitive Landscape | 38 | 1 |
| Sas sustains its lead through loyalty, network strength and brand recognition | 38 | 1 |
| TRAVEL IN SWEDEN | 39 | 1 |
| Differentiated value propositions shape competition | 39 | 1 |
| Products | 39 | 1 |
| Efficiency and sustainability shape airline product development | 39 | 1 |
| Table/Chart: % Share (GBO) - Total Calculated Value Sales - 2026 | 39 | 1 |
| Table/Chart: Tabular Data Analysis | 39 | 1 |
| TRAVEL IN SWEDEN | 40 | 1 |
| Route innovation expands travel options and market access | 40 | 1 |
| Graph - Chart 40 Wizz Air Expands Low-Cost Travel From Stockholm | 40 | 1 |
| Stronger service propositions support long-term profitability | 41 | 1 |
| Economic Context | 41 | 1 |
| Economic Context for Airlines | 41 | 1 |
| Political | 41 | 1 |
| Graph - Economic | 41 | 1 |
| Graph - Technological | 41 | 1 |
| TRAVEL IN SWEDEN | 42 | 1 |
| Graph - Real GDP Growth % | 42 | 1 |
| Graph - Chart 43 Inflation 2021-2031 | 42 | 1 |
| TRAVEL IN SWEDEN | 43 | 1 |
| Graph - Population | 43 | 1 |
| Graph - Income and Expenditure | 43 | 1 |
| Lifestyles | 43 | 1 |
| Graph - Chart 45 Population 2021-2031 | 43 | 1 |
| Graph - Share of total population % | 44 | 1 |
| Graph - Chart 47 Consumer Expenditure 2021-2031 | 44 | 1 |
| TRAVEL IN SWEDEN | 45 | 1 |
| Graph - Report closing date: 31 August 2026 | 45 | 1 |
| Lodging (Destination) in Sweden - Category Analysis | 46 | 1 |
| Key Data Insights | 46 | 1 |
| 2026 Developments | 46 | 1 |
| Lodging (destination) summary | 46 | 1 |
| Key Industry Trends | 46 | 1 |
| TRAVEL IN SWEDEN | 47 | 1 |
| Passion and Purpose | 47 | 1 |
| Premiumisation vs Value | 47 | 1 |
| Circular Hotel Renewal | 47 | 1 |
| Industry Performance | 47 | 1 |
| Premium and value travellers support distinct accommodation concepts | 47 | 1 |
| TRAVEL IN SWEDEN | 48 | 1 |
| Chart 49 | 48 | 1 |
| Renovation and reuse strengthen the competitiveness of existing hotel stock | 48 | 1 |
| TRAVEL IN SWEDEN | 49 | 1 |
| Graph - Chart 51 Lodging (Destination) Sales: Value 2021-2031 | 49 | 1 |
| TRAVEL IN SWEDEN | 50 | 1 |
| Graph - Total Value Sales SEK million Current | 50 | 1 |
| Graph - I | 50 | 1 |
| What's Next? | 50 | 1 |
| TRAVEL IN SWEDEN | 51 | 1 |
| Frictionless booking and guest journeys are set to become stronger differentiators | 51 | 1 |
| Revenue growth is expected to depend increasingly on pricing and partnerships | 51 | 1 |
| Chart 53 Analyst Insight for Lodging (Destination) | 51 | 1 |
| TRAVEL IN SWEDEN | 52 | 1 |
| Graph - Total Value Sales SEK million - current % Y-O-Y Growth | 52 | 1 |
| Graph - Chart 55 Forecast Lodging (Destination) Sales by Category: Value 2026-2031 | 52 | 1 |
| Graph - TRAVEL IN SWEDEN | 53 | 1 |
| Products | 53 | 1 |
| Experiential accommodation concepts reshape lodging development | 53 | 1 |
| TRAVEL IN SWEDEN | 54 | 1 |
| The swedish tourist association expands nature-based accommodation options | 54 | 1 |
| Stf Adds 24 Nature-Led Stays across Sweden | 54 | 1 |
| Asset renewal and clear positioning strengthen competitiveness | 54 | 1 |
| TRAVEL IN SWEDEN | 55 | 1 |
| Economic Context | 55 | 1 |
| Political | 55 | 1 |
| Graph - Economic | 55 | 1 |
| Graph - Technological | 55 | 1 |
| TRAVEL IN SWEDEN | 56 | 1 |
| Graph - Real GDP Growth % | 56 | 1 |
| Graph - Chart 59 Inflation 2021-2031 | 56 | 1 |
| TRAVEL IN SWEDEN | 57 | 1 |
| Graph - Population | 57 | 1 |
| Graph - Income and Expenditure | 57 | 1 |
| Lifestyles | 57 | 1 |
| Graph - Chart 61 Population 2021-2031 | 57 | 1 |
| Graph - Share of total population % | 58 | 1 |
| Graph - Chart 63 Consumer Expenditure 2021-2031 | 58 | 1 |
| TRAVEL IN SWEDEN | 59 | 1 |
| Graph - Report closing date: 31 August 2026 | 59 | 1 |
| Booking in Sweden - Category Analysis | 60 | 1 |
| Key Data Insights | 60 | 1 |
| 2026 Developments | 60 | 1 |
| Booking summary | 60 | 1 |
| Key Industry Trends | 60 | 1 |
| TRAVEL IN SWEDEN | 61 | 1 |
| Smart Travel | 61 | 1 |
| Premiumisation vs Value | 61 | 1 |
| Flexible Booking Assurance | 61 | 1 |
| Industry Performance | 61 | 1 |
| Digital channels become increasingly central to travel planning | 61 | 1 |
| Premium and value travellers drive demand towards different booking propositions | 61 | 1 |
| TRAVEL IN SWEDEN | 62 | 1 |
| Chart 65 | 62 | 1 |
| Flexible booking policies help convert travel demand | 62 | 1 |
| Graph - Graph/Chart Analysis | 63 | 1 |
| Graph - Chart 67 Booking Sales: Value 2021-2031 | 63 | 1 |
| TRAVEL IN SWEDEN | 64 | 1 |
| Graph - Total Calculated Value Sales - SEK million Current | 64 | 1 |
| What's Next? | 64 | 1 |
| Transparency and value are expected to become more important booking drivers | 64 | 1 |
| TRAVEL IN SWEDEN | 65 | 1 |
| Direct suppliers and intermediaries are set to compete through seamless customer journeys | 65 | 1 |
| Conversion optimisation is expected to become a more important source of growth | 65 | 1 |
| TRAVEL IN SWEDEN | 66 | 1 |
| Graph - Total Value Sales SEK million - current % Y-O-Y Growth | 66 | 1 |
| Graph - Chart 71 Forecast Booking Sales by Category: Value 2026-2031 | 66 | 1 |
| Graph - TRAVEL IN SWEDEN | 67 | 1 |
| Competitive Landscape | 67 | 1 |
| Booking.com leverages brand trust and digital reach to sustain its lead | 67 | 1 |
| TRAVEL IN SWEDEN | 68 | 1 |
| Chart 72 Travel Intermediaries Gbo Company Shares: % Value 2021-2026 | 68 | 1 |
| Products | 68 | 1 |
| Ai and personalisation transform the booking experience | 68 | 1 |
| Table/Chart: % Share (GBO) = Total Calculated Value Sales - 2026 | 68 | 1 |
