Tourism in Sweden Continues to Grow

Sweden’s tourism sector demonstrates robust growth in 2024, with total guest nights reaching 69 million, representing a 0.7% increase from the previous year. Accommodation revenues increased by 2.7%, totaling 32.5 billion SEK.

Notable trends include:

• Private cottage and apartment rentals saw the highest growth at 5.3%
• Hotels increased guest nights by 1%
• Camping facilities experienced a 0.9% increase
• Hostels and cabin villages experienced a decline of approximately 5%

Göta Canal: Europe’s Best Cycle Route

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

“We are incredibly proud of this award. It shows that our investment in creating a sustainable and unique cycling destination has paid off. 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 cycle route is designed to accommodate all types of cyclists, from family outings to extended cycling holidays, offering diverse accommodations and experiences.

Skövde Applies to Host Winter SM Week

Skövde has submitted its application to host the Winter SM Week in 2027/2028. Their previous hosting in 2023 was a significant success, attracting 100,000 event visits and featuring over 80 cultural program points.

“When the week was over, we could summarize 100,000 visits to the competitions. Our After Game concept offered visitors over 80 program points with cultural elements of both breadth and excellence. Over 3,000 children and youth participated in try-out activities, and over 1,100 children visited the winter land on Billingen.”

Destination Development Highlights

Skövde continues to innovate in destination development, with initiatives like:

• GoToHUB: A new booking platform enabling tourism businesses to collaborate and package activities
• Cultural House marketing campaign to increase visibility of local events
• City center events that have boosted visitor numbers and local economic activity