Sweden

For the full 2020 data please visit our 2020 inbound data page here. For Q1 (January -March 2020) data please visit our UK and regional quarterly data pages.

Visitor characteristics

Almost two-in-five of Swedish visitors are under 35 years of age
Nearly four-in-five holiday visitors are making a repeat trip to Britain (excluding British nationals)
A significant proportion of visitors live in or around Stockholm
97% of departing visitors say they are ‘likely’ or ‘extremely likely’ to recommend Britain for a holiday

Popular activities

Dining in a restaurant

Visited a Pub

Went Shopping

Global context


Measure	2019
International tourism expenditure (US$bn)	14.4
Global rank for international tourism expenditure	25
Number of outbound visits (m)	14.4
Most visited destination	Spain

Key demographic and economic data


Measure	2021
Population (m)	10.4
GDP per capita PPP (US$)	50,813
Annual average GDP growth over past decade (%)	1.8
Annual GDP growth (%)	4.1

Sweden Market Snapshot (PDF, 843KB)

Sweden Market Profile (PDF, 67.82MB)

Sweden Aviation Profile (PDF, 646KB)

Sweden COVID-19 Travel Sentiment (PDF, 476KB, Published April 2022)

Find out where visitors from Sweden to the UK reside in their own country (Excel, 176KB, Published 2016)

Read about the preferences of Europeans towards tourism (PDF, 1.65MB, Published March 2015)

Exchange rate

1 GBP = 12.3879 SEK

As of 25 May 2022

Retrieved from the Bank of England

Inbound visits to Britain from Sweden

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Number of visits

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Total expenditure (GBP)

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Total nights spent

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Average length of stay (Nights)

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Average spend per visit (GBP)

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What Swedes think about Britain

Swedes are more upbeat than average in their opinion of how welcoming the UK is and rank the UK third out of sixty nations for vibrant city life, but do not hold the UK in high regard for scenic natural beauty
The cultural product Swedes most strongly associate with the UK is music, followed by films, sports, museums, and pop videos in 2021
When thinking about holiday destinations Swedes see a chance to have ‘fun and laughter’ and ‘enjoy the beauty of the landscape’ as important. They perceive the US, Australia and Italy as the ‘best places’ for it.
Swedes are more likely to nominate Britain as the best place to ‘meet the locals’ then they are other leading destinations
Activities that appeal to potential Swedish visitors include 'visiting Madame Tussauds', 'enjoying a traditional afternoon tea', 'driving through the countryside in England', 'taking a canal boat tour through the waterways of England', and 'going on a food tour of one of London's best foodie markets'

Caring for visitors

Swedes expect good-value accommodation and will use budget acommodation - they will expect en-suite facilities and wooden/tiled floors
Swedes will take more notice of environmental credentials than visitors from many other markets
Visitors from Sweden are more likely than the average visitor to use a credit card to pay for goods and services in Britain

The leisure & travel trade

The Swedish trade can be roughly split into four categories of charter operators, business travel/MICE, online operators and retail travel agents with many companies offering a mix of the four services
The key centres for travel trade are Stockholm, Gothenburg and Malmo
There is no distinct planning cycle so it is possible to do business in Sweden throughout the year

Access to Britain from Sweden


Measure	2019
Weekly aircraft departures	188
Weekly seat capacity	32,340
Airports with direct routes in Sweden	5
Airports with direct routes in Britain	9

The majority of visits to Britain from Sweden are made by air
The bulk of seat capacity serves the Stockholm to London corridor
Four airlines operate virtually all capacity between Sweden and Britain
Copenhagen in Denmark is also a popular gateway to the UK from the South of Sweden
The impact of the Covid-19 pandemic led to a 68% reduction in seat capacity from Sweden to the UK in 2020
Visitors departing Britain to travel home to Sweden by air are charged £13 in Air Passenger Duty if travelling in economy class
(2019 data, excludes flights from Salen)

Markets

Sweden