Travel & Tourism - Sweden

  • Sweden
  • In 2024, the projected revenue for the Travel & Tourism market in Sweden is US$6.67bn.
  • By 2028, the market is expected to grow at an annual growth rate of 1.54% (CAGR 2024-2028), resulting in a projected market volume of US$7.09bn.
  • The largest market in the Swedish Travel & Tourism market is the Hotels market, which is projected to have a market volume of US$3.12bn in 2024.
  • By 2028, the number of users in Hotels is expected to reach 6.86m users.
  • User penetration is projected to increase from 88.2% in 2024 to 89.7% by 2028.
  • The projected average revenue per user (ARPU) is US$0.71k.
  • By 2028, online sales are expected to generate 85% of the total revenue in the Swedish Travel & Tourism market.
  • In global comparison, United States is projected to generate the most revenue in the Travel & Tourism market, with US$199bn in 2024.
  • Sweden's travel and tourism industry is experiencing a rise in sustainable tourism, particularly with a focus on eco-friendly accommodations and activities.

Key regions: Malaysia, Europe, Singapore, Vietnam, United States

Region comparison

Analyst Opinion

Sweden's Travel & Tourism market is experiencing significant growth and development, driven by various factors shaping consumer preferences, industry trends, and unique local circumstances.

Customer preferences:
Travelers in Sweden are increasingly seeking unique and authentic experiences, moving away from traditional tourist attractions towards more off-the-beaten-path destinations. There is a growing demand for sustainable and eco-friendly travel options, with tourists showing a preference for environmentally conscious practices and accommodations.

Trends in the market:
One notable trend in the Swedish Travel & Tourism market is the rise of digital platforms and technology shaping the way travelers plan and experience their trips. Online booking platforms, travel apps, and social media influencers play a significant role in influencing travel decisions and shaping consumer behavior. Additionally, there is a growing interest in adventure tourism and outdoor activities, with Sweden's natural landscapes and outdoor offerings attracting a new segment of travelers.

Local special circumstances:
Sweden's unique geographical features, including its vast forests, picturesque lakes, and the opportunity to experience the midnight sun in the summer months, make it a desirable destination for nature lovers and outdoor enthusiasts. The country's strong focus on sustainability and innovation also sets it apart, with initiatives promoting responsible tourism practices and eco-friendly accommodations.

Underlying macroeconomic factors:
The overall economic stability and high standard of living in Sweden contribute to the growth of the Travel & Tourism market. Increasing disposable incomes and a culture that values work-life balance encourage Swedes to travel both domestically and internationally. Additionally, government support for the tourism industry through infrastructure development and promotion of cultural heritage sites further boosts the sector's growth.


Data coverage:

The data encompasses B2C enterprises. Figures are based on bookings, revenues, and sales channels of hotels, vacation rentals, cruises, package holidays, and camping.

Modeling approach:

Market sizes are determined through a bottom-up approach, building on a specific rationale for each market. As a basis for evaluating markets, we use financial reports, the Global Consumer Survey, third-party studies and reports, data from industry associations (e.g., UNWTO), and price data of major players in respective markets. To estimate the number of users and bookings, we furthermore use data from the Statista Consumer Insigths Global survey. In addition, we use relevant key market indicators and data from country-specific associations, such as country-related GDP, demographic data (e.g., population), tourism spending, consumer spending, internet penetration, and device penetration. This data helps us estimate the market size for each country individually.


In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, ARIMA, which allows time series forecasts, accounting for stationarity of data and enabling short-term estimates. Additionally, simple linear regression, Holt-Winters forecast, and exponential trend smoothing methods are applied. A k-means cluster analysis allows for the estimation of similar countries. The main drivers are tourism GDP per capita and respective price indices.

Additional notes:

The data is modeled using current exchange rates. The market is updated twice a year in case market dynamics change.


  • Revenue
  • Sales Channels
  • Analyst Opinion
  • Users
  • Travel Behavior
  • Destination Shares
  • User Demographics
  • Global Comparison
  • Methodology
  • Key Market Indicators
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