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Sweden tops Scandinavia tourism ranking

While visitor numbers to Sweden continue to climb and the country is the most visited among the Nordic nations, Swedes elect to retreat to their country cottages for their holidays, new figures from two tourist organisations show.

Published: 29 June 2011 10:27 CEST

Sweden tops Scandinavia tourism ranking

“Sweden is not competing with the large holiday destinations but we are creating a niche as a modern country with a strong connection to nature and tradition,” said Thomas Brühl, CEO of VisitSweden, in a statement.

When VisitSweden mapped out the recent travel habits of 18,000 internet-savvy and well-travelled holidaymakers, Sweden comes in ninth on the list of the favourite holiday destinations in the world.

According to Brühl, the exotic nature experiences in combination with a modern lifestyle that is piquing people’s interest.

Though Denmark is almost as popular as Sweden, making up place eleven, Sweden far outstripped other Nordic destinations.

Although countries like Spain and France are still top of the list, the survey shows that Sweden has recently been a more popular spot for tourists than Ireland and Portugal.

The report is based on an internet survey carried out on holidaymakers from Norway, Denmark, Finland, Russia, Germany, Netherlands, UK, France, Spain and Italy.

While the tourist hordes may be arriving on Swedish shores, fresh figures show that 81 percent of Swedes themselves prefer to spend their holidays in a rented country cottage, preferably on the west coast of Sweden.

“The dream of your own red cottage is deeply rooted in the Swedish spirit,” said Lars Isacson, CEO of Sveriges Camping Riksorganisation (SCR), Sweden’s trade and marketing organization for camping and cottage entrepreneurs.

Top of the list for Swedes of cottage must-haves was comfortable beds, which received 30 percent of the votes. Only one percent saw a functioning TV set as the highest priority.

And when it comes to stocking the fridge, 52 percent of Swedes agreed that meat for the barbecue is their highest priority.

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Why are fewer British tourists visiting Spain this year?

Spain welcomed 12.2 million UK tourists between January and July 2023, 6 percent less when compared to the same period in 2019, according to data released on Monday by Spanish tourism association Turespaña.

This represents a decrease of 793,260 British holidaymakers for Spain so far this year.

Conversely, the number of Italian (+8 percent), Irish (+15.3 percent), Portuguese (+24.8 percent), Dutch (+4 percent) and French tourists (+5 percent) visiting España in 2023 are all above the rates in 2019, the last pre-pandemic year.

German holidaymakers are together with their British counterparts the two main nationalities showing less interest in coming to Spanish shores.

Britons still represent the biggest tourist group that comes to Spain, but it’s undergoing a slump, with another recent study by Caixabank Research suggesting numbers fell particularly in June 2023 (-12.5 percent of the usual rate).

READ ALSO: Spain fully booked for summer despite most expensive holiday prices ever

So are some Britons falling out of love with Spain? Are there clear reasons why a holiday on the Spanish coast is on fewer British holiday itineraries?

According to Caixabank Research’s report, the main reasons are “the poor macroeconomic performance of the United Kingdom, the sharp rise in rates and the weakness of the pound”.

This is evidenced in the results of a survey by British market research company Savanta, which found that one in six Britons are not going on a summer holiday this year due to the UK’s cost-of-living crisis.

Practically everything, everywhere has become more expensive, and that includes holidays in Spain: hotel stays are up 44 percent, eating out is 13 percent pricier, and flights are 40 percent more on average.

READ ALSO: How much more expensive is it to holiday in Spain this summer?

Caixabank stressed that another reason for the drop in British holidaymakers heading to Spain is that those who can afford a holiday abroad are choosing “more competitive markets” such as Turkey, Greece and Portugal.

And there’s no doubt that the insufferably hot summer that Spain is having, with four heatwaves so far, has also dissuaded many holidaymakers from Blighty from overcooking in the Spanish sun.

With headlines such as “This area of Spain could become too hot for tourists” or “tourists say it’s too hot to see any sights” featuring in the UK press, budding British holidaymakers are all too aware of the suffocating weather conditions Spain and other Mediterranean countries are enduring.

Other UK outlets have urged travellers to try out the cooler Spanish north rather than the usual piping hot Costa Blanca and Costa del Sol destinations.

Another UK poll by InsureandGo found that 71 percent of the 2,000+ British respondents thought that parts of Europe such as Spain, Greece and Turkey will be too hot to visit over summer by 2027.

There’s further concern that the introduction in 2024 of the new (and delayed) ETIAS visa for non-EU visitors, which of course now also applies to UK nationals, could further compel British tourists to choose countries to holiday in rather than Spain.

READ MORE: Will British tourists need to pay for a visa waiver to enter Spain?

However, a drop in the number of British holidaymakers may not be all that bad for Spain, even though they did spend over €17 billion on their Spanish vacations in 2022.

Towns, cities and islands across the country have been grappling with the problem of overtourism and the consequences it has on everything from quality of life for locals to rent prices.

READ ALSO: ‘Beach closed’ – Fake signs put up in Spain’s Mallorca to dissuade tourists

The overcrowded nature of Spain’s beaches and most beautiful holiday hotspots appears to be one of the reasons why Germans are visiting Spain in far fewer numbers. A recent report in the country’s most read magazine Stern asked “if the dream is over” in their beloved Mallorca.

Spanish authorities are also seeking to overhaul the cheaper holiday package-driven model that dominates many resorts, which includes moving away from the boozy antics of young British and other European revellers.

Fewer tourists who spend more are what Spain is theoretically now looking for, and the rise in American, Japanese and European tourists other than Brits signify less of a dependence on the British market, one which tends to maintain the country’s tourism status quo for better or for worse.

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