Scandinavia Source Tourism Insight by Domestic and Outbound Tourism, Key Destinations and Tourist Profiles, 2023 Update

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Scandinavia Source Tourism Market Report Overview

Scandinavia’s source tourism market witnessed 38.17 million outbound trips and 108.55 million inbound trips in 2022. Sweden contributed the highest number of outbound trips, followed by Denmark. Leisure was the main reason for outbound travels. However, the overall outbound travel from Scandinavia in 2022 was still lower than the pre-pandemic levels seen in 2019. GlobalData expects that the outbound travel figure is expected to bounce back to pre-pandemic levels by the end of 2023 as travel confidence develops due to positive recovery from COVID-19 restrictions, encouraging tourist visits across many countries in the world by offering tourist visas for business visits, leisure, and other purposes which are playing a major role in attracting the tourists’ entry into their country.

The Scandinavia source tourism market research report provides insights into Scandinavia’s domestic and outbound tourism market. It looks at the profiles of Scandinavia 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 Scandinavia’s outbound travel market.

Key Segments ·       Domestic Tourism

·       Outbound Tourism

Key Holiday Types ·       Sun and Beach Holidays

·       Visiting Friends or Family

·       Cultural Holidays

·       Adventure/Sport Holidays

·       City Break Holidays

·       Gastronomical Holidays

·       Eco Holidays

·       Multi-Stop Trip Holidays

·       Wellness/Medical Holidays

·       Wedding Related Holidays

·       Cruise Holidays

·       Religious Holidays

·       LGBTQIA+ Holidays

·       Others

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Scandinavia Source Tourism Market Dynamics

According to GlobalData’s Q3 2021 consumer survey, accessibility costs are the main variables affecting the holiday choices of Scandinavian visitors. Most Swedish respondents said affordability was the most important element in determining their choice. As per GlobalData, the major purpose of domestic travel was leisure which is expected to continue its positive contribution to overall tourism where domestic tourism trips are expected to increase significantly by 2027. Travelers between the ages of 50 and 64 account for the highest proportion of all outbound journeys in 2022, followed by those between the ages of 35 and 49. Sweden contributed the most trips for travelers aged 50 to 64 in 2022.

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Scandinavia Source Tourism Market Segments

The key segments in the Scandinavia source tourism market are domestic tourism and outbound tourism. Domestic tourism was the leading segment in the Scandinavia source tourism market in 2022.

Domestic Tourism: Due to strict international travel restrictions, domestic trips reached pre-pandemic levels by 2021. During 2022, domestic trips stood at 108.55 million trips. In a bid to boost tourism, the Danish government has established the Danish national tourism forum, which collaborates with operators in the tourism sector to accelerate the recovery from the COVID-19 impact. This has increased the demand for Denmark’s domestic tourism market.

Outbound Tourism:  Outbound tourism from Scandinavia was hugely impacted due to restrictions on traveling and avoiding visiting group gathering places which led to a decrease in outbound tourism expenditure. As the global market is now recovering from the covid impact and restrictions are being lifted, as per GlobalData, outbound expenditure is expected to reach the pre-pandemic level by 2023. Transportation was the second highest tourism expenditure sector. Accommodation was the preferable expenditure for Scandinavia tourists mainly by Norwegians.

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Scandinavia Source Tourism Market Segmentation by Holiday Types

The types of holidays preferred by tourists from Scandinavia are sun and beach holidays, visiting friends or family, cultural holidays, adventure/sport holidays, city break holidays, gastronomical holidays, eco holidays, multi-stop trip holidays, wellness/medical holidays, wedding related holidays, cruise holidays, religious holidays, and LGBTQIA+ holidays, others. The most popular holiday choice for Scandinavia travelers is the sun and beach. According to GlobalData’s Q3 2021 consumer survey, sun and beach holidays and city breaks have become the most preferable holiday types in Scandinavia.

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

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

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Segments Covered in the Report

Scandinavia Source Tourism Market Segments Outlook

  • Domestic Tourism
  • Outbound Tourism

Scandinavia Source Tourism Market Holiday Types

  • Sun and beach
  • Visiting friends or family
  • Cultural
  • Adventure/sport
  • City break
  • Gastronomical
  • Eco
  • Multi-stop trip
  • Wellness/medical
  • Wedding Related
  • Cruise
  • Religious
  • LGBTQIA+

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 outbound travel market.

Reasons to Buy

This report provides a clear insight into developments in Scandinavia’s regional 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.

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Table of Contents

Overview

Scandinavia tourist profile

COVID-19 Impact

Domestic tourism

Outbound tourism

Main and developing destination markets

Outlook

Appendix

Frequently asked questions

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