Have you been wanting to visit a country that’s ruled by a monarchy? The United Kingdom is the obvious one, but what about others?
Sweden, one of the Nordic countries in Northern Europe, is one such country, being both a democracy and a monarchy!
You might know it more for Vikings, the Northern Lights, ABBA, meatballs and IKEA! I don’t know about you, but these are enough to get me itching to visit, especially if I have a Swedish tour guide to lead the way. Still not convinced? Let us let the facts compel you!
Overview of Tourism Trends in Sweden: Key Statistics for 2025
How many tourists visit Sweden a year? Like all countries, Sweden was hit hard by the pandemic, but saw a resurgence in 2022, as you can see from the figures below:
Of these figures, which nationality visits Sweden the most? It’s actually Germany! Here are the top 5 nations for tourism in Sweden statistics by country:
- Germany: 1,744,800
- Norway: 801,600
- Denmark: 645,100
- United States: 581,300
- Netherlands: 487,300
What is the most visited city in Sweden? This would be the capital, Stockholm (County), which saw a record high in 2019 at 15.3m overnight stays, ranking 13th in Europe for most visited destinations. International visitors typically spend about 2.7 nights in Stockholm hotels.
But why is Sweden famous for tourism? Visitors head to the country and Stockholm for a number of reasons, with the top five being:
- Been here before/wish to return
- Meet relatives and friends
- Want to see something new
- The culture
- Want to see Sweden/Scandinavia
Wanting to see something new, wanting to see Sweden/Scandinavia and the culture were the top three reasons for international travelers.
Is tourism important to Sweden’s economy? Tourism accounted for 1.9% of Sweden’s total GDP in 2021, down from 2.4% in 2019. In 2025, the Travel & Tourism market is expected to generate US$6.85 billion for Sweden’s economy, growing 2.83% each year until 2029.
In 2019, the Swedish tourism industry employed 135,000 individuals. So, while tourism generates a sizable income for Sweden, the country is not reliant on the industry.
As for the Swedes themselves, the most popular international travel destination among the Swedes is Spain!
Here is a little about the Sweden to finish us off:
- The population of Sweden in 2025 is 10,656,633, ranking 91 in the list of countries by population.
- 87.4% of the population is urban.
- The median age is 40.3 years.
- The capital, Stockholm, has a population of 1,515,017, followed by Goteborg with 587,549.
Sweden’s Popular Tourist Destinations
Sweden offers a diverse range of destinations for every traveler, blending natural beauty, rich history and vibrant culture. Each of these places listed below offers unique experiences for travelers interested in Sweden’s culture, nature and adventure, so be sure to add some to your list to check out when you’re there!
- Stockholm: Sweden's capital, known for Gamla Stan’s medieval charm, modern design, and cultural hubs like the Vasa and ABBA Museums. Great for boat tours and eco-friendly city exploration.
- Gotland: A fairytale-like island with Visby’s medieval charm, Viking history and relaxing beaches.
- Kosterhavet National Park: A marine park perfect for snorkeling, hiking, kayaking and wildlife spotting, with scenic coastal views.
- Swedish Lapland: Arctic adventures with Northern Lights, husky sled rides and Sami culture, plus the famous Ice hotel. Don’t forget to visit Abisko National Park.
- Gothenburg: A vibrant west coast city with a lively maritime scene, seafood markets, parks and amusement parks.
- Malmö: A mix of medieval charm and modern culture, with historic landmarks and a vibrant art and food scene.
- Uppsala: A historical city with Sweden’s oldest university, Uppsala Cathedral, botanical gardens and ancient Viking burial sites.
- Österlen: Scenic landscapes, charming coastal villages, and Viking history in Sweden's southeast.
- Drottningholm Palace: A stunning 17th-century palace, UNESCO-listed, and the Swedish royal family's residence. Explore its lavish interiors, vast gardens and the beautiful Chinese Pavilion.
- Vänern Archipelago: This vast archipelago in Lake Vänern offers pristine nature and outdoor activities. Visit Kinnekulle for geological wonders, go fishing or explore hidden coves by boat or kayak.
- Sigtuna: Sweden's oldest town, filled with medieval charm. Wander Stora Gatan, visit churches, rune stones and take boat tours on Lake Mälaren.
The Role of Events and Festivals in Boosting Sweden’s Tourism Numbers
Sweden offers a vibrant festival scene throughout the year, celebrating its culture, music and traditions.
Here’s a quick overview of some key festivals to base your trip around:
- Kivik Apple Market Festival: Held at the end of harvest season, this free one-day festival celebrates Sweden's food scene with apple-inspired dishes, desserts and artwork.
- Peace and Love Festival: Sweden’s largest annual music festival, celebrating unity and respect with live concerts and workshops, starting back in 1999.
- Gothenburg Culture Festival: A huge August street party featuring music, dance, theater and art exhibitions, showcasing Swedish culture at its best.
- Walpurgisnacht Festival: Celebrated with bonfires and dancing, this festival marks the arrival of spring and coincides with the King’s birthday, especially popular in university towns like Gothenburg.
- Midsummer Festival: One of Sweden’s most important celebrations, featuring outdoor parties, dancing, singing and feasting. Families and friends gather under the sun, often wearing flowers in their hair.
Swedish Cuisine: A Food Lover’s Guide to Local Delicacies
Sweden's cuisine is gaining global recognition, especially for its health benefits, rich in whole grains, protein and omega-3. It uses locally sourced produce and while it may seem quite simple, it’s packed full of flavor and heartiness that makes you crave more.
But what food is Sweden known for? Here’s just some of what to fill your stomach with when in Sweden:
Meals:
- Filmjölk: A fermented dairy product with a tangy taste, similar to buttermilk. Often paired with cereal or used in baking.
- Herring: A versatile fish, either pickled or fried. Common marinades include mustard, sour cream and curry. Popular dishes like SOS (butter, cheese and herring) are often served with crispbread.
- Knäckebröd (Crispbread): A staple in Swedish meals, available in various textures and flavors. Topped with anything from eggs to cheese, it’s a versatile side dish.
- Kebabpizza: A favorite fast-food dish that combines döner kebab and pizza. You’ll find it on menus across the country.
- Räksmörgås (Shrimp Sandwich): An open sandwich topped with shrimp, boiled eggs and creamy dill sauce. It’s a cultural classic, often served at special occasions.
- Pea Soup and Pancakes: A Thursday tradition in Sweden, often served with lingonberry jam. It’s a nostalgic dish, widely available in local restaurants.
- Köttbullar (Swedish Meatballs): A traditional dish served with lingonberry jam, mashed potatoes and pickled cucumbers. A must-try Swedish classic.
- Pytt i Panna: A hash made from potatoes, onions and leftover meat, often topped with a fried egg. It’s a comforting and hearty dish.
- Kroppkakor: Potato dumplings filled with pork or bacon, typically served with butter or lingonberry sauce.
Desserts:
- Kanelbulle: Sweden’s iconic cinnamon bun, often flavored with cardamom (make sure to try the Kardemummabullar!) or vanilla. Best enjoyed with a cup of coffee during fika, a daily social break.
- Godis (Pick 'n' Mix): A beloved tradition in Sweden, with entire aisles dedicated to sweets. Saturday is lördagsgodis (Saturday sweets) day, with favorites like salty licorice and chocolate caramels.
- Prinsesstårta: A green marzipan-covered sponge cake, traditionally served at celebrations. This rich cake was named after Swedish princesses who adored it.
- Semla: A cardamom-spiced bun filled with almond paste and whipped cream, enjoyed around Shrove Tuesday.
- Chokladbollar: No-bake chocolate balls made from oats, sugar and cocoa, often rolled in coconut.
The Best Time to Visit Sweden: Seasonal Travel Tips
Sweden’s climate varies significantly across regions due to its northern location and diverse landscape. Most of the country enjoys a temperate climate, with four seasons, though conditions change notably between the coast, central areas and the far north.
You might be wondering, ‘How cold does Sweden get?’ Here’s what you can expect in each region:
Southern Sweden
Benefiting from its proximity to the sea, this region has mild winters (around -3°C) and warm summers (up to 20°C). Long summer days last up to 17 hours, while winters are shorter and see more snow. Rainfall is moderate throughout the year, with February being the driest month. Popular cities like Malmö and Gothenburg are located here, experiencing mild winters and wetter, breezy weather along the coast.
Central Sweden
Known for its humid continental climate, this region experiences more seasonal contrast. Summers bring long days (up to 20 hours of daylight) with temperatures around 19°C, while winters see heavy snowfall, with temperatures dropping to -12°C or colder. Weather is changeable due to the mix of Arctic and tropical air masses. Östersund, in the highlands, remains cooler year-round, and Umeå on the Gulf of Bothnia experiences similar conditions, though with a coastal influence.
Northern Sweden
This region, especially beyond the Arctic Circle, experiences sub-arctic conditions. Winters are long and harsh, with temperatures dropping to -21°C, and snow can fall even in summer. Summer offers 24-hour daylight, while winter brings polar nights where the sun doesn’t rise. Popular northern destinations like Luleå and Kiruna see average summer highs of 20°C, but winter lows drop significantly. Kiruna’s ice hotel and skiing are big draws during the winter.
Best time to visit
Despite the cold, Sweden’s unique phenomena like the Northern Lights and midnight sun attract tourists, especially in the north. Winter sports such as skiing and snowboarding are popular, while in summer, the long daylight hours allow visitors to explore the scenic fjords, mountains and lush landscapes. The combination of cool but manageable weather, along with natural wonders, keeps Sweden on the tourism radar year-round.
Getting Around Sweden: Transportation Options for Tourists
Sweden, the fifth-largest country in Europe, has a well-connected transport system, making it easy to explore its vast landscape.
Here’s a breakdown of how to get around in Sweden:
Rail Network:
- Sweden’s rail network is extensive, operated by companies like SJ, Snälltåget, Vy, MTRX and Inlandsbanan.
- Tickets are purchased online or at stations, and booking in advance ensures better prices. Discounts are available for under-26s, over-65s, and children under 15 often travel free.
- Trains range from high-speed X2000 to rural lines like Inlandsbanan, with breathtaking views across the country, from the south up to the Arctic Circle.
Travel Tip: Popular train routes include Malmö-Stockholm and Stockholm-Gothenburg.
Public Transportation:
- Stockholm: Has an extensive system of buses, trains (T-bana) and commuter trains. Summer trams run to Djurgården.
- Gothenburg: Efficient buses and trams connect the city.
- Malmö and Skåne: Skånetrafiken links Malmö, Skåne and even Denmark with buses and trains.
Driving in Sweden:
- Roads are well-maintained, with low traffic outside cities. Congestion taxes apply in Stockholm and Gothenburg, and bridge tolls exist in some areas.
- There is much less traffic in Sweden than in other countries, such as the UK, so know your route before leaving as you may not see another vehicle for some time in some areas.
- Car hire is popular for road trips, while foreign cars will receive an invoice for tolls via the EPASS24 app.
Taxis and Car Share:
- Taxis are easy to find in major cities, and services like Uber and Bolt are available.
- In rural areas, taxi options are limited but available locally.
- Make sure to choose taxis with yellow number plates, and you can pay with a card.
Stockholm Archipelago:
- Accessible by boat, Waxholmsbolaget ferries offer a convenient way to visit the islands, with services running year-round.
- You can plan your trip via waxholmsbolaget.se, although the site is only in Swedish, but it’s fairly easy to use.
- Another ferry option includes Strömma Kanalbolaget for cruises and sightseeing.
- You can also explore by foot or bike, with rentals available on most islands.
Planning Your Trip to Sweden: Travel Tips and Advice for Visitors
It’s always handy to have some ideas of what to expect when visiting a new country, as well as some of the social rules that one only learns by living in the country. We’ve compiled a small list of dos and don'ts to make your trip a little bit more seamless:
Dos:
- Stand instead of sit: Swedes prefer not to sit next to strangers on public transport if they can avoid it. They value personal space, so standing or sitting alone is common unless the bus or train is crowded.
- Participate in fika: A daily tradition where Swedes take a break to enjoy coffee, sweets, and socialize. Be ready to join in, as it’s a key part of Swedish culture.
- Wear nice socks: Shoes are left at the door in Sweden. Since it's often wet or snowy, people don’t wear outdoor shoes inside, so wearing clean, presentable socks is important.
- Learn some Swedish words: Even though most Swedes speak English, learning basic phrases like Tack (thank you) or God morgon (good morning) shows effort and respect for local culture.
Don'ts:
- Don’t use exaggerated body language: Swedes value calm, understated communication. Being loud or flamboyant can irritate locals, so keep your gestures and volume in check.
- Don’t rush to fill silence: Swedes are comfortable with pauses in conversation. Silence is natural, so avoid trying to fill it with small talk.
- Don’t be flashy: Modesty is key in Sweden. Showing off wealth or status won't impress Swedes and may lead to people avoiding you.
- Don’t cut in line: Always wait your turn in Sweden. Pushing ahead in line is considered especially rude.
The Future of Tourism in Sweden
Before COVID-19, tourism was a strong part of Sweden’s economy, contributing about 2.6% of GDP. In 2020, it dropped to 1.7% due to the pandemic but increased slightly to 1.9% in 2021.
Tourist overnight stays dropped by 36% in 2020, with international stays down 70%, but recovered by 2021. Domestic tourism saw a boost during the pandemic, with domestic stays making up 86% of the total in 2021. Total tourism spending reached SEK 249 billion in 2021, up 18% from 2020, with Germany being the largest international market.
Sweden is now focused on sustainable tourism growth, supported by the National Tourism Strategy launched in 2021, aiming for a competitive, sustainable industry by 2030. This includes improving entrepreneurship, skills, accessibility and sustainability across various sectors. Collaboration between government agencies, regional bodies and industry is key to long-term success.
Key challenges for future tourism in Sweden include addressing labor shortages and improving transport, especially in rural areas.
Conclusion
Compelled to visit? Sweden is such a stunning country to explore, but sometimes you might need a hand in building your itinerary. Why not book a private guide in Sweden to show you around all the highlights? Or, you can book a pre planned tour!
