Swedish Tourism Continues to Grow

For the third consecutive year, Sweden has experienced an increase in guest nights. In 2024, a total of 69 million guest nights were recorded, representing a 0.7% increase from the previous year. Accommodation revenues also rose by 2.7%, reaching 32.5 billion SEK.

Guest nights increased in most months, with slight declines in April and July. The private cottage and apartment sector saw the most significant growth at 5.3%, while hotels increased by 1% and camping facilities by 0.9%. Notably, hostels and cabin villages experienced a 5% decrease in guest nights.

Göta Canal Crowned Europe’s Best Cycling Route

The Göta Canal cycling route has been awarded the prestigious title of Europe’s best cycling route at the Fiets en Wandelbeurs fair in Utrecht, Netherlands. This recognition highlights Sweden’s exceptional cycling tourism.

“We are incredibly proud of this award. It demonstrates that our commitment to creating a sustainable and unique cycling destination has been successful. The combination of water, land, and numerous experiences along the route makes Göta Canal an unforgettable destination for cyclists,” says Magnus Hollwin, Marketing and Communications Director of Göta Canal Company.

The cycling route is designed to accommodate all types of cyclists, from family outings to extended cycling holidays. Accommodations range from camping sites to luxury spa hotels, with bike rentals and ready-made cycling packages available along the route.

Skövde Applies to Host Winter SM Week

Skövde Municipality has submitted its application to host the Winter SM Week in 2027/2028. The selection process is underway, with a potential on-site visit and final decision expected in May.

“In 2023, Skövde had the honor of hosting the Winter SM Week, which was a true folk festival. We recorded 100,000 competition visits. Our After Game concept offered over 80 program points with cultural elements. Over 3,000 children and youth participated in trial activities, and more than 1,100 children visited the winter land at Billingen.”

Cultural House and City Marketing Initiatives

Next Skövde has been actively promoting the Skövde Cultural House through a strategic marketing campaign targeting West Götaland and Jönköping. The campaign utilized diverse channels including train advertisements, radio, digital marketing, posters, and social media.

Additionally, workshops are being conducted to develop Skövde’s city branding, focusing on how different sectors can leverage the city’s brand identity.

Destination Development Highlights

Next Skövde is working with GoToHUB, a platform enabling local businesses to package activities, accommodations, and events in Skaraborg. This digital ecosystem aims to increase visitor numbers and enhance visitor experiences through collaboration.

The city’s efforts are paying off, with Skövde’s city center showing positive trends in the Cityindex, indicating increased turnover in shopping, restaurants, and hotels.