Yesterday morning we participated in a broad meeting where Ticket Private Travel presented Ticket collectionSweden’s most important report on the travel habits and favorite destinations of the Swedish people. Of course, many results were expected, and others were a little more surprising. Do you recognize yourself and your environment? Is there anything in the results that surprises you?
Which continents do the Swedes travel to?
1. Europe at the top – with Spain as one
Europe remains the completely dominant region for Swedish travelers, with autumn and winter bookings up 28 percent compared to last year. The largest destination is Spain and in winter Spain accounts for almost 40 percent of all holiday trips in Europe. Other countries that are becoming increasingly popular are Italy and Portugal. Poland is described as a bubbler, with many bookings for Gdansk and Krakow.
2. Asia – Thailand is at the top and Japan is at the top
The second most popular continent is Asia and bookings here have increased by 15 percent compared to last year. Thailand remains unscathed, with destinations such as Bangkok, Phuket and Krabi.
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The new popular destination is Japan, where bookings have increased by a whopping 176 percent, largely dependent on the new direct flights. Vietnam and Dubai are also popular and you can see that South Korea is on the rise.
3. Africa – is about North America
Bookings to Africa have increased by 4 percent, while bookings to the United States have declined, meaning Africa is now the third most popular continent to visit. Above all, Trends Morocco, where bookings have doubled. Cape Verde and Egypt are also popular destinations.
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4. North America – The United States is losing
Bookings to North America for autumn and winter are down 14 percent compared to last year. It is mainly the United States that is responsible for the decline and, for example, trips to Miami have decreased sharply.
According to Ticket’s Sifo research, no fewer than 64 percent of Swedes indicate that they have less interest in traveling to the United States because of Donald Trump. Of those negatively affected, 78 percent say their attitudes won’t change as long as Trump is president, and another 6 percent say they will never travel again.
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5. South America – Brazil and Colombia are growing
South America is still a small region for Swedish travelers, but bookings for autumn and winter are still up 12 percent. The clearest winner is Brazil, where travel increased by 38 percent. Colombia is also showing growth with a booking increase of 42 percent.
Where and how will Swedes travel this fall?
The autumn of 2025 is characterized by a clear wanderlust, both for shorter and longer holidays. According to Ticket’s Sifo survey, 34 percent of Swedes are planning a trip abroad in the fall.
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- Most popular types of travel this fall: Big city/weekend, as well as sun and bath
- That’s why you travel in the fall: Escape everyday life, discover new cultures, get new energy, sun and warmth
- Top country this fall: Spain, Italy, Thailand
- Top destination this autumn: Gran Canaria, Bangkok, Malaga
- Top destination during the autumn holidays: London, Rome, Paris
Where and how do Swedes travel this winter?
According to the survey, about a quarter of Swedes plan to travel abroad in the winter of 2025/2026 (December – March), which is an increase of about 14 percent compared to last winter.
- Most popular trips this winter: Sun and bath, ski trip, big city/weekend
- That’s why you travel in winter: Sun and warmth, gaining new energy, quality time with the family, quality time with your partner
- Top country this winter: Thailand, Spain, USA
- Top destination in winter: Bakkor, Gran Canara
What do Swedes think about travel planning?
- This has the most consequences when planning trips: The price of the trip, vacation/leave, flight prices
- This concerns us most: Getting sick, bad weather, nothing!
- This is especially difficult to pay extra for: Seating/seating together, carry-on baggage, checked baggage
- These solo trips attract the most: None!, Big city/weekend, sun and bath
- This is most of the research during the trip: Hotel options, excursion options, the weather
- This ensures that Swedes return to the same destination: Affordable, nice hotel, good food
Can the Swedes come up with a mobile-free holiday?
The mobile is a question where opinions differ. A majority (57 percent) may want to have a completely or partially mobile-free holiday, but in different ways.
- 36% want a partially mobile-free holiday – abstain from social media
- 33% do not want a mobile-free holiday
- 11% want a completely mobile-free holiday
- 10% want a partially mobile-free holiday – abstain from emails
- 10% feel doubtful/don’t know
How will Swedes travel in 2026?
Ticket has also looked into the crystal ball for 2026 and expects the following trends:
- Europe remained at the top – interest is growing
- Asia is picking up – Japan as bubblers
- Greater interest in South Africa
- USA – potentially ahead
- The number of cruises is increasing – with long anticipation
- Previous cancellations – a growing trend
- Travel outside the high season
- Conscious choices and genuine experiences
- The economy affects travel
Do you recognize yourself in the description of traveling to Sweden?
Do you recognize yourself in the description of traveling to Sweden? Do the research and trends resonate with you and your environment?
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