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Current information about Swedish tourism

We have collected current information, future prospects and other useful material from Sweden as a tourism market for the Finnish tourism industry. The English language market review is updated twice a year.

Updated March 2023

Finland's position in the market

Visit Finland's Sweden operations are concentrated to raise the image among the Swedish travelers. The PR work and the campaigns have raised awareness about new, exiting and trendy Finland. We have presented various unexpected places, companies and products to achieve a new fresh image.

Our competitors are other Nordic countries, especially Norway and Denmark, who are operating with big budgets in Sweden. Swedish people are also travelling to the Mediterranean, mainly Greece and Spain, but also other European countries.

Finland is easy to access as we have several ferry companies and routes, but also good flight connections. Swedish people prefer travelling by car, ferry, train or bus, which is an advantage for us. Finland is although not one of the first choices in the Swedish traveler´s minds.

Our PR work has been effective and a lot of articles has been published. We will continue with our Summer campaign "Hitta lyckan på nära håll" with Finnish partners. Finally our Global image campaign "Find your inner Finn" will take place in Sweden. In addition to those, Visit Finland will make an OTA campaign with in Sweden. With these three campaigns we will have a good visibility on the market.

Consumer trends and behavior

The economic situation in Sweden is good. Swedish people are very aware of the sustainability when travelling but also otherwise in their behavior. This will effect on Swedish travelers choices when planning and booking holidays. In that sense the nearby destinations will be of interest.

The Swedes are willing to see and experience new destinations and experiences. They are following the trends and making choices according to other people´s recommendations. We need to bring new and fresh products to the Swedish consumers to be able to change our image.

The Swedes are often travelling with family & friends, they are interested in the nature, cities, culinary experiences and local culture. However, this should be packaged/introduced in a trendy, new way. Don´t talk about the nature but tell about the excursions and activities or instead of good food, give TOP5 restaurants, etc.

The Swedes are using google, but also f.ex. Tripadvisor and Instagram. The bookings are mainly done in, or straight from the accommodation. Tickets are bought on ferry companies online channels. 

Industry update and distribution channels

As the most of the bookings are made via ferry companies(=tickets) and OTA´s (accommodation via the role of the incoming agencies/DMC´s is not that important than in many other markets, this considers also tour operators. There are bus companies, who have tour packages to Finland. The programs are quite traditional and they also need some new ideas to add into the itineraries.

The accessibility is good! There has been new vessels between Finland and Sweden every year. This year Finnlines will bring two new vessels between Naantali and Kapelskär during autumn 2023.

Finland travel USP's

Sweden USP´s are mainly the same as ours. We have to communicate our USP´s very clearly and carefully. We have to find our own strengths and opportunities to win the Swedish tourists´ hearts. Finnish culture and nature has to be opened in a concrete way, show something really Finnish and special!

Swedes are very aware on sustainability. We have to find the right way to communicate on this, not educating towards sustainability. We should show how sustainable we already are and where to find the companies and products with a sustainable status.

Future outlook and upcoming season

The most of the overnights are coming during the Summer season. However, short holidays and citybreaks might be of interest and with good communication and offering, we have a big potential. We need interesting city breaks, weekend packages, nice ways to relax. We want to reach younger people and people who don´t know Finland yet. These target groups will be observed not only in our PR work but when doing the campaigns.

Sweden as a source market

Read more about Sweden in Finnish

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