In recent years, Sweden has lost guest nights to its Nordic competitors; however, the trend is once again positive. According to Tillväxtverket (the Swedish Agency for Economic and Regional Growth), 244,170 Spanish overnight stays were recorded from January to November 2025, representing a 25% increase compared to the same period in 2024. An overwhelming share of visitors choose Stockholm as their destination, followed by Västra Götaland, Skåne, and Norrbotten.
As in several other European countries, the Nordic countries are trendy travel destinations. Travel between Spain and the Nordics is balanced between winter and summer, with peaks in December for winter travel and in July–August for summer travel, while travel during the shoulder seasons is increasing. Finland is the first choice for Spaniards in winter, while Norway is the leading option in summer. This is where Sweden has market share to gain.
Spain is the third most important market worldwide (!) in terms of visitor numbers to Finnish Lapland during the winter month of December. Growth forecasts for the Spanish market through 2030 indicate that the market will continue to expand at a very strong pace. We believe this development is also possible for Sweden, not least due to factors such as currency conditions and overtourism affecting several “competitor” destinations, combined with new low-cost carrier (LCC) connections.
It is also relevant to highlight the potential of the LATAM markets, where Brazil, Argentina, and Mexico are rapidly growing markets globally. Average spending is higher and lengths of stay are longer than in European markets, and Spain serves as a hub for these markets.