Scandinavia Source Tourism Insight Report including International Departures, Domestic Trips, Key Destinations, Trends, Tourist Profiles, Analysis of Consumer Survey Responses, Spend Analysis, Risks and Future Opportunities, 2022 Update

Despite the strength of Scandinavia’s economy, the region has not been immune to the impacts of the pandemic and subsequent rising living costs. This global issue has resulted in many Scandinavians seeing a drop in disposable income.  However, the appetite for travel is still growing regardless, but more budget-friendly options may be needed.

The Scandinavia source tourism market research report provides a thorough insight into Scandinavia’s domestic and outbound tourism market. It looks at the profiles of Scandinavian tourists and summarizes the key reasons for their traveling. Moreover, it offers an in-depth analysis of traveler flows, spending patterns, main destination markets, and current and future opportunities for tourism businesses seeking to tap into the Scandinavia outbound travel market.

What are the major Scandinavia tourism market drivers?

With growing interest in traditional European package holiday destinations, some destinations will have an opportunity to attract some of Scandinavia’s more budget-conscious travelers. The expansions of TUI and Danish tour operator Spies have created a wide in-store and online distribution channel for these types of holidays, providing a strong platform to grow.  Projections already show that trips to Greece and Spain (common package holiday favorites) are set to exceed pre-pandemic levels by 2024, highlighting the opportunity for package holiday providers.

Due to high awareness of climate change and environmental activism within the region, many Scandinavian tourists are more receptive to sustainable products and services. This is also further supported by Scandinavian governments, which have invested heavily in reducing reliance on fossil fuels like oil and gas. The region boasts some of the world’s most carbon-efficient buildings and boldest emission reduction targets. Tourism companies that promote environmental schemes and practices are more likely to attract Scandinavian tourists.

What is the impact of COVID-19 on the Scandinavia tourism market?

By 2020, domestic tourism fared well in comparison to outbound travel in 2021. The lower level of travel restrictions and the relaxation of social distancing rules in Scandinavia helped domestic tourism demand to increase within the region. Furthermore, many residents were eager to exit their homes and explore outdoor spaces, while spending time with friends and family. This claustrophobic mindset created by the pandemic created significant pent-up demand for domestic tourism.

Outbound tourism increased in 2021. With the pandemic still present and the risk of more COVID variants, outbound travel will not recover until at least 2024 for Scandinavia, putting considerable strain on tourism companies operating within the region.

What are the key segments in the Scandinavia tourism market?

The key segments in the Scandinavia tourism market are domestic tourism and outbound tourism.

Domestic Tourism Market in Scandinavia

Visiting friends and relatives (VFR) and leisure are the key motivators for overnight domestic trips in Scandinavia. The popularity of VFR is a direct consequence of the family culture within the Nordic regions. Scandinavian values denote a closeness between the nuclear family and strong bonds with extended family. With many young Scandinavians also leaving home early (typically around the age of 18 or 19), there is even more scope for VFR tourism. As a result, there will be more demand for parents to visit their older children and vice versa.

Outbound Tourism Market in Scandinavia

Leisure travel is the most popular form of outbound travel for Scandinavians. As the pandemic eases, pent-up demand will significantly increase outbound travel activity over the next three years. However, pre-pandemic levels are unlikely to be hit until at least 2024. Outbound travel’s largest threat will be the rise of domestic tourism, which has gained popularity in 2021.

Scandinavia Source Tourism Market Analysis by Segments

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What are the key types of holidays in the Scandinavia tourism market?

The key types of holidays in the Scandinavia tourism market are sun & beach holidays, city break holidays, cultural holidays, gastronomical holidays, wellness/medical holidays, multi-stop trip holidays, cruise holidays, visiting friends or family, adventure/sports, eco holidays, religious holidays, LGBTQIA+, and wedding-related holidays.

Scandinavia Source Tourism Market Analysis by Types of Holidays

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Market report scope

Scope

• 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 Scandinavian outbound travel market.

Reasons to Buy

• This report provides a clear insight into developments in Scandinavia’s domestic and outbound tourism markets.
• The report uses data and analysis to discuss future trends related to domestic trips, international departures, traveler spending, and main destination markets.
• The report explores the different profiles of Scandinavian tourists and the reasons that they travel, hence providing insight into the trends in different segments of the market.
• The reader gains a strong understanding of the opportunities in the country, as well as the risks, to support better business decisions
• This report examines the impact of COVID-19 on Scandinavia’s outbound and domestic tourism.