Travel And Tourism in Sweden
Euromonitor International's Travel And Tourism in Sweden report offers a comprehensive guide to the market at a national level. It looks at travel accommodation, transportation, car rental, tourist attractions and retail travel. It identifies the leading companies and offers strategic analysis of key factors influencing the market, including background information on disposable income, annual leave and holiday taking habits.
Buy online to access strategic market analysis and an interactive statistical database of market size data for travel accommodation, transportation, car rental, travel retail, tourism attractions and health and wellness tourism, tourism inflows and outflows, tourism spending and company and brand shares.
Tables: 104 | Publication date: Nov 2009
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Car rental; Demand factors; Health & wellness tourism; Tourism flows domestic; Tourism flows inbound; Tourism flows outbound; Tourism receipts and expenditure; Tourist attractions; Transportation; Travel accommodation; Travel retail
Executive summary
The Swedish tourism and travel industry faces recession
Although there was a noticeable decline in most areas related to travel and tourism in the second half of 2008 in Sweden, the industry has yet to see the most severe effects of the financial crisis. Tourism spending suffered directly as a result of lower disposable incomes among visitors, a trend that is more than likely to continue over 2009. Booking numbers for outbound travel in Sweden have, however, remained surprisingly stable following the tougher economic climate, indicating that travel is not among the first luxuries to be cut back on.
Depreciation of Swedish krona
The depreciation of Sweden’s currency has had significant effects on both inbound and outbound travel. Sweden has suddenly become a relatively low cost country in which to holiday, encouraging visitors from nearby countries to come to shop and holiday. It has, however, become considerably more expensive for Swedish people to go abroad and many decided to holiday in Sweden rather than go abroad. Overall, the depreciation fuelled the domestic market for travel and tourism in the country at a time when most areas were struggling from the consequences of the recession.
Activity-based tourism
Travellers are increasingly looking for out-of-the-ordinary experiences, which resulted in the rapid development of “activity-based” tourism, in contrast to more traditional forms of holidaying, such as museum visits and traditional hotels and restaurants. This is a trend that was seen among travellers visiting Sweden as well as Swedes going abroad on holiday. For inbound tourists, the range of unique activities in Sweden multiplied in the review period, not least Richard Branson’s space travel initiative in Kiruna that is undoubtedly a unique feature.
Additional activities include animal safaris (elk, beaver and reindeer) and gourmet travel (falukorv, västerbottenost and spättekaka). For outbound travel, the same trend was seen but was more common with golf, wine and health and wellness as key theme features in trips to Spain or Thailand.
Travel retail sales continue to move online
Internet penetration for most areas of Swedish tourism and travel continued to grow at a rapid rate, moving sales and marketing from traditional outlets to online. The fastest growth was seen in travel retail, where online retailers for transportation as well as travel accommodation and inclusive tours fuelled overall growth in the industry, but mainly redirected sales to online stores. This development applied to both individual operators, such as SAS, as well as intermediaries, many of which are currently achieving three-digit growth rates on an annual basis.
Environmental concerns fuel train travel
The increased focus on sustainable tourism and travel with less of a negative environmental impact is becoming an increasingly important feature. This was characterised by a shift from domestic flights to trains, with travellers stating in surveys that the main reason for choosing not to fly is related to the environment. Environmental concerns have also raised the profile of “sustainable tourism”. As a result, many tour operators now offer packaged trips that take carbon emissions into account both for domestic trips and outbound trips
Table of contents
TRAVEL AND TOURISM IN SWEDEN : MARKET INSIGHT
EXECUTIVE SUMMARY
The Swedish tourism and travel industry faces recession
Depreciation of Swedish krona
Activity-based tourism
Travel retail sales continue to move online
Environmental concerns fuel train travel
KEY TRENDS AND DEVELOPMENTS
Economic indicators
Legislative environment – derugulation of train travel
Legislative environment
Government tourism policy
Sustainable tourism
Consumer lifestyles
Low-cost carriers
Emerging niche sectors
Internet Developments
Space tourism
TERRORISM AND SECURITY
LEAVE ENTITLEMENT
CONSUMER DEMOGRAPHIC
BALANCE OF PAYMENTS
MARKET INDICATORS
Table 1 Leave Entitlement: Volume 2005-2008
Table 2 Holiday Demographic Trends 2003-2008
Table 3 Holiday Takers by Sex 2003-2008
Table 4 Holiday Takers by Age 2003-2008
Table 5 Length of Domestic Trips: 2003-2008
Table 6 Length of Outbound Departure: 2003-2008
Table 7 Seasonality of Trips 2005-2008
MARKET DATA
Table 8 Balance of Tourism Payments: Value 2003-2008
DEFINITIONS
Tourism parameters
Travel accommodation
Transportation
Car rental
Travel retail
Tourist attractions
Health and wellness
Internet sales
Internet sales: dynamic packaging
Internet sales: traditional package holiday
Summary 1 Research Sources
LOCAL COMPANY PROFILES - SWEDEN
APOLLO RESOR AB - TRAVEL AND TOURISM - SWEDEN
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Appollo Resor: Key Facts
Summary 3 Appollo Resor: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 4 Appollo Resor : Competitive Position 2008
KOLMåRDENS DJURPARK - TRAVEL AND TOURISM - SWEDEN
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Kolmården Djurpark: Key Facts
Summary 6 Kolmården Djurpark : Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
RICA HOTELS AB - TRAVEL AND TOURISM - SWEDEN
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Rica Hotels AB : Key Facts
Summary 8 Rica Hotels AB: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
STENA LINE SCANDINAVIA AB - TRAVEL AND TOURISM - SWEDEN
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Stena Line Scandinavia AB : Key Facts
Summary 10 Stena Line Scandinavia AB: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 11 Stena Line Scandinavia AB: Competitive Position 2008
TRAVELLINK AB - TRAVEL AND TOURISM - SWEDEN
STRATEGIC DIRECTION
KEY FACTS
Summary 12 Travellink AB: Key Facts
Summary 13 Travellink AB : Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 14 Travellink AB: Competitive Position 2008
TOURISM FLOWS INBOUND IN SWEDEN
HEADLINES
TRENDS
COUNTRY OF ORIGIN
INBOUND DEMOGRAPHIC PROFILE
MODE OF TRANSPORT
PURPOSE OF VISIT
CITY ARRIVALS
INCOMING TOURIST RECEIPTS BY COUNTRY
PROSPECTS
SECTOR DATA
Table 9 Arrivals by City in Sweden 2007/2008
Table 10 Arrivals by Country of Origin: 2003-2008
Table 11 Leisure Arrivals by Type 2005-2008
Table 12 Business Arrivals: MICE Penetration 2005-2008
Table 13 Arrivals by Method of Transport: 2003-2008
Table 14 Arrivals by Purpose of Visit: 2003-2008
Table 15 Incoming Tourist Receipts by Country: Value 2003-2008
Table 16 Tourism Expenditure by Sector: Value 2003-2008
Table 17 Method of Payments for Incoming Tourist Receipts: % Breakdown 2005-2008
Table 18 Forecast Arrivals by Country of Origin: 2008-2013
Table 19 Forecast Arrivals by Method of Transport: 2008-2013
Table 20 Forecast Arrivals by Purpose of Visit: 2008-2013
Table 21 Forecast Incoming Tourist Receipts by Country: Value 2008-2013
TOURISM FLOWS OUTBOUND IN SWEDEN
HEADLINES
TRENDS
DESTINATIONS
OUTBOUND DEMOGRAPHIC PROFILE
MODE OF TRANSPORT
PURPOSE OF VISIT
OUTGOING TOURIST EXPENDITURE BY COUNTRY
PROSPECTS
SECTOR DATA
Table 22 Departures by Destination: 2003-2008
Table 23 Leisure Departures by Type 2005-2008
Table 24 Business Departures: MICE Penetration % Breakdown 2005-2008
Table 25 Departures by Method of Transport: 2003-2008
Table 26 Departures by Purpose of Visit: 2003-2008
Table 27 Outgoing Tourist Expenditure by Country: Value 2003-2008
Table 28 Outgoing Tourist Expenditure by Sector: Value 2003-2008
Table 29 Method of Payments for Outgoing Tourism Spending: % Breakdown 2005-2008
Table 30 Forecast Departures by Destination: 2008-2013
Table 31 Forecast Departures by Method of Transport: 2008-2013
Table 32 Forecast Departures by Purpose of Visit: 2008-2013
Table 33 Forecast Outgoing Tourist Expenditure by Country: Value 2008-2013
TOURISM FLOWS DOMESTIC IN SWEDEN
HEADLINES
TRENDS
DESTINATIONS
MODE OF TRANSPORT
PURPOSE OF VISIT
DOMESTIC TOURIST EXPENDITURE
SECTOR DATA
Table 34 Domestic Trips by Destination: 2003-2008
Table 35 Domestic Trips by Purpose of Visit and by Method of Transport: 2003-2008
Table 36 Domestic Tourist Expenditure: Value: 2003-2008
Table 37 Method of Payments for Domestic Tourism Spending: % Breakdown 2005-2008
Table 38 Forecast Domestic Trips by Purpose of Visit and by Method of Transport: 2008-2013
Table 39 Forecast Domestic Tourist Expenditure: Value: 2008-2013
TRAVEL ACCOMMODATION IN SWEDEN
HEADLINES
TRENDS
HOTELS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 40 Hotel Performance in Sweden 2007/2008
Table 41 Travel Accommodation Sales by Sector: Value 2003-2008
Table 42 Travel Accommodation Outlets by Sector: Units 2003-2008
Table 43 Travel Accommodation by Sector: Number of Rooms 2003-2008
Table 44 Regional Hotel Parameters 2008
Table 45 Travel Accommodation Sales: Internet Transaction Value 2003-2008
Table 46 Hotel National Brand Owners by Market Share 2004-2008
Table 47 Hotels National Brand Owners by Key Performance Indicators 2008
Table 48 Forecast Travel Accommodation Sales by Sector: Value 2008-2013
Table 49 Forecast Travel Accommodation Outlets by Sector: Units 2008-2013
Table 50 Forecast Travel Accommodation Sales: Internet Transaction Value 2008-2013
TRANSPORTATION IN SWEDEN
HEADLINES
TRENDS
AIRLINES
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 51 Transportation Sales by Sector: Value 2003-2008
Table 52 Airline Capacity: 2003-2008
Table 53 Airline Utilisation: 2003-2008
Table 54 Airline Passengers Carried by Distance: % Breakdown: 2003-2008
Table 55 Transportation Sales: Internet Transaction Value 2003-2008
Table 56 Airline Market Shares 2004-2008
Table 57 Airlines National Brand Owners by Key Performance Indicators 2008
Table 58 Forecast Transportation Sales by Sector: Value 2008-2013
Table 59 Forecast Transportation Sales: Internet Transaction Value 2008-2013
CAR RENTAL IN SWEDEN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 60 Car Rental Sales by Sector and Location: Value 2003-2008
Table 61 Structure of Car Rental Market: 2003-2008
Table 62 Average Car Rental Duration by Sector 2004-2008
Table 63 Average Car Rental Duration: % Breakdown 2004-2008
Table 64 Time of Booking: % Breakdown 2005-2008
Table 65 Car Rental Sales: Internet Transaction Value 2003-2008
Table 66 Car Rental Market Shares 2004-2008
Table 67 Car Rental National Brand Owners by Key Performance Indicators 2008
Table 68 Forecast Car Rental Sales by Sector and Location: Value 2008-2013
Table 69 Forecast Car Rental Sales by Sector: Internet Transaction Value 2008-2013
TRAVEL RETAIL IN SWEDEN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
GROWTH SECTORS
PROSPECTS
SECTOR DATA
Table 70 Travel Retail Outlets by Sector: Units 2003-2008
Table 71 Travel Retail Products Sales: Value 2003-2008
Table 72 Travel Retail Sales by Destination: % Value Breakdown 2003-2008
Table 73 Travel Retail Online Sales by Sector: Internet Transaction Value 2003-2008
Table 74 Travel Retail Products Market Shares 2004-2008
Table 75 Travel Retail Products National Brand Owners by Key Performance Indicators 2008
Table 76 Forecast Travel Retail Outlets by Sector: Units 2008-2013
Table 77 Forecast Travel Retail Products Sales: Value 2008-2013
Table 78 Forecast Travel Retail Online Sales by Sector: Internet Transaction Value 2008-2013
TOURIST ATTRACTIONS IN SWEDEN
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 79 Tourist Attractions Sales by Sector: Value 2003-2008
Table 80 Tourist Attractions Visitors by Sector: 2003-2008
Table 81 Tourist Attractions Sales: Internet Transaction Value 2003-2008
Table 82 Leading Tourist Attractions by Visitors 2003-2008
Table 83 Forecast Tourist Attractions Sales by Sector: Value 2008-2013
Table 84 Forecast Tourist Attractions Visitors by Sector: 2008-2013
Table 85 Forecast Tourist Attractions Sales: Internet Transaction Value 2008-2013
HEALTH AND WELLNESS TOURISM IN SWEDEN
HEADLINES
TRENDS
PROSPECTS
SECTOR DATA
Table 86 Number of Hotel/Resort Spas: Units 2003-2008
Table 87 Health & Wellness Tourism Sales by Type: Value 2003-2008
Table 88 Spa Consumer Markets: Domestic Tourism 2005-2008
Table 89 Spa Consumer Markets: Arrivals 2005-2008
Table 90 Forecast Health & Wellness Tourism Sales by Type: Value 2008-2013