The Swedish travel industry continued to grow in 2019, driven mainly by a general increase in global travel, as well as the lower value of the Swedish krona, which helped attract tourists from abroad. The opening of new airline routes to Sweden and advertising campaigns by businesses and the Swedish Tourist Board also generated growth.
Online travel sales in Sweden recorded another year of good growth in the vast majority of categories in 2019. Mobile sales increased in particular, as Swedes increasingly used smartphones.
To gain a competitive edge, in 2018/2019 the focus by airlines and hotels was on improving online services, such as facilitating booking, payment and check-in/out, and making travelling easier. One of Sweden’s leading hotel chains, Clarion, has developed its Nordic Choice Hotel App, which, in addition to services such as self-check-in/out, also offers mobile keys and guest chat.
Environmental concerns around the carbon footprint of travel remained a major topic across categories in 2019. Swedes are becoming increasingly climate- and health-conscious and are trying to reduce their travel, both leisure and business, or switching from air travel to train.
The Swedish travel industry is set to experience healthy growth over the forecast period. The boom in global travel and marketing efforts to boost the image of Sweden by commercial players and tourism organisations will generate ongoing growth in the number of arrivals.
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