Scandinavia Source Tourism Insight by Domestic and Outbound Tourism, Key Destinations and Tourist Profiles, 2024 Update

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Scandinavia Source Tourism Report Overview

The total outbound trips from Scandinavia during 2023 reached 45.17 million. The number of Scandinavian travelers heading to Spain in 2023 stands out because of the travel restrictions easing post-COVID-19 pandemic. Furthermore, the country boasts a pleasant climate offering sunshine and warmth compared to the colder Scandinavian winters. Consequently, the climatic contrast provides a welcome escape for Scandinavians seeking respite from their colder weather conditions.

The Scandinavian source tourism market research report provides an in-depth analysis of source markets and infrastructure developments. The report also offers an in-depth understanding of Scandinavia’s source tourism market highlighting possible opportunities and threats. Furthermore, a detailed evaluation of the types of travelers will help clients understand the demand side’s propensity.

Key Trip Types ·        Domestic Trips

·        Outbound Trips

Key Tourism Types ·        Sun and Beach Holidays

·        Visiting Friends or Family (VFR)

·        City Break

·        Cultural Holidays

·        Adventure/Sport

Key Countries ·        Denmark

·        Finland

·        Norway

·        Sweden

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Scandinavia Source Tourism Market Segmentation

Domestic Tourism led the Scandinavia source tourism market by trip volumes in 2023

In 2023, leisure travel dominated the tourism market when compared to business travel, which indicates a strong preference for domestic vacations and exploring Scandinavia’s offerings. Leisure travel has consistently held the top spot because of the popularity of domestic travel in Scandinavia. The region boasts stunning natural beauty with diverse landscapes ranging from fjords and rugged mountains to coastlines and archipelagos.

On the other hand, the demand for outbound travel indicates a steady growth pattern because of a growing interest in exploring the world beyond Scandinavia owing to factors like increasing disposable incomes and a desire for diverse travel experiences.

Scandinavia Source Tourism Market Analysis by Trips, 2023 (%)

Scandinavia Source Tourism Market Analysis by Trips, 2023 (%)

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Scandinavia Source Tourism Market Segmentation by Types

VFR was the most preferred holiday type for Scandinavian travelers in 2021

Sun and beach holidays, visiting friends or family (VFR), city breaks, cultural holidays, and adventure/sport are a few of the common tourism types in the Scandinavian tourism market. The sun and beach holiday type held the highest market share among the tourism types in 2021.

Swedes and Danes exhibit some interesting differences in holiday preferences compared to global trends while sharing a geographical location. Both countries show a strong preference for relaxation and exploration with nearly half seeking sun and beach getaways because of the long cold winters in Scandinavia.

Scandinavia Source Tourism Market Analysis by Types, 2021 (%)

Scandinavia Source Tourism Market Analysis by Types, 2021 (%)

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Scandinavia Source Tourism Market by Countries

A few of the countries in the market are Denmark, Finland, Norway, and Sweden. In 2023, Sweden dominated the Scandinavian source tourism market in terms of outbound trip volume because of Sweden’s larger population and potentially a stronger travel culture compared to the others.

Scandinavia Source Tourism Market Analysis by Countries, 2023 (%)

Scandinavia Source Tourism Market Analysis by Countries, 2023 (%)

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Scandinavia Source Tourism - Opportunities and Challenges

Scandinavia boasts stunning natural landscapes and its residents value similar experiences when traveling internationally. Moreover, destinations with national parks, hiking trails, pristine coastlines, or opportunities for activities like kayaking, skiing, or wildlife watching would be particularly appealing.

On the contrary, with the increased threat that terrorism poses to Scandinavian outbound tourism, travelers may start to worry about their safety and well-being. Owing to this, travel plans and destination preferences of foreign visitors from countries such as Denmark, Finland, and Norway may be influenced by terrorism leading to a shift towards safer locations and a consequent impact on the international tourism sector in Sweden.

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This report is part of GlobalData’s Source Market Insights Series. This report provides an in-depth analysis of traveler flows, spending patterns, main destination markets, as well as current and future opportunities for tourism businesses seeking to tap into the outbound travel market.

Key Highlights

In 2023’s domestic spending, we see that transportation takes the top spot at $7.1 billion, Retail at second largest at $6.3 billion, foodservice is the third largest at $5.4 billion, followed by accommodation at $5.0 billion.

Danish and Swedish travelers prioritize affordability, accessibility, and practicality when choosing holiday destinations. Personal connections and past experiences hold significant weight, with recommendations from friends and family playing a crucial role.

Scandinavia’s overall lower risk score compared to the European and Global averages reflects strong economic fundamentals, stable political environments, and robust social safety nets. However, vulnerabilities exist in areas like export dependence, social integration challenges, and the long-term impacts of climate change.

Online travel agents (OTAs) like and Expedia were more popular, with 27% of Danes and 25% of Swedes utilizing their services. This popularity likely stems from the convenience and ease of comparison offered by OTAs.

Reasons to Buy

This report provides:

  • Get detailed insights into developments in Scandinavia’s regional and outbound tourism markets.
  • Get in-depth analysis of trends related to domestic trips, international departures, traveler spending, and main destination markets with data.
  • Understand the profiles of Scandinavia tourists and the reasons for their travel, hence, providing an insight into the trends in different segments of the market.
  • Interpret opportunities in the country, as well as the risks, to support better business decisions
  • Gauge the impact of COVID-19 on Scandinavia’s outbound and domestic tourism.

Table of Contents


Tourist profile

Domestic tourism

Outbound tourism

Main destination markets

Opportunities and Challenges


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