UK Tourism Market Research Data: Sweden
At a glance
- UK received 614,000 visits from Sweden in 2024, generating £400.1 million in total expenditure at £652 per visit.
- 45% of Swedish visitor nights concentrate in London; over half of Swedish visitors originate from Stockholm (43%) or Gothenburg (16%).
- One in five Swedish visitors travelled for business (20%), exceeding the average of 17% across all markets.
- Nearly four-in-five holiday visitors from Sweden make repeat trips to Britain; 97% would recommend the UK for holidays.
What the report covers
VisitBritain publishes market intelligence on inbound tourism to the UK from Sweden, covering visitor volumes, expenditure, length of stay, trip purpose, geographic origin and destination preferences. The data draws primarily from the UK's International Passenger Survey (IPS) conducted by the Office for National Statistics, supplemented by consumer perception research and transport access metrics. Figures cover 2024 observed visits and 2025 capacity forecasts.
Key findings
Sweden sent 614,000 visitors to the UK in 2024, according to the report, generating £400.1 million in total spend. Average expenditure reached £652 per visit. The report notes that 2024 IPS data carries the caveat of 'official statistics in development' and the ONS cautions against year-on-year comparisons pending methodological refinement.
Swedish visitors concentrate geographically in London and originate from two urban clusters. London accounts for 45% of all visitor nights spent in the UK, according to the report. Over half of Swedish visitors come from two cities: Stockholm (43%) and Gothenburg (16%), suggesting limited geographic spread within Sweden's source market.
Swedish leisure travellers show high loyalty and advocacy. Nearly four-in-five holiday visitors make repeat trips to Britain, the report finds. Departing visitors report strong satisfaction: 97% say they are 'likely' or 'extremely likely' to recommend Britain for a holiday, indicating robust word-of-mouth potential.
Business travel represents a stronger segment from Sweden than the global average. One in five Swedish visitors (20%) travel for business purposes, compared to an average of 17% across all markets, according to the report. This suggests Sweden is a disproportionately valuable source for UK business tourism.
Swedish market perception of the UK remains favourable across cultural and lifestyle dimensions. The Anholt Nation Brands Index 2025 ranks the UK sixth among 50 nations in Swedish opinion. The UK scores second for contemporary culture, third for vibrant city life and urban attractions, and fifth for cultural heritage, historic buildings and sport. Activities resonating with potential Swedish visitors include traditional afternoon tea, countryside drives, canal tours and London food markets.
Key numbers
| Metric | Value |
|---|---|
| Visits from Sweden to UK | 614,000 |
| Total expenditure by Swedish visitors in UK | £400.1 million |
| Average spend per visit | £652 |
| Visitor nights concentrated in London | 45% |
| Business purpose visits from Sweden | 20% (1 in 5) |
| Weekly aircraft departures Sweden–UK | 137 |
| Weekly seat capacity Sweden–UK | 24,245 |
Figures as published in the source; forecasts and survey results are labelled as such in the note.
Why it matters
DMOs & destinations
Sweden ranks as a high-value, loyalty-rich source market for UK destinations beyond London. With 97% advocacy rates and nearly 80% repeat visitation, Swedish leisure tourists warrant targeted retention and satisfaction investment. However, geographic concentration in London and Stockholm–Gothenburg origin clusters suggests untapped regional expansion potential within both geographies.
Hotels & hospitality
Swedish guests exhibit distinct hospitality preferences: preference for budget accommodation with premium expectations (en-suite, quality flooring), sensitivity to environmental credentials, and appetite for fine dining. At £652 average spend per visit and strong loyalty metrics, Swedish visitors represent stable, repeatable revenue. Business segment strength (20% of visits) offers year-round demand diversification beyond leisure seasonality.
Travel tech & distribution
Air connectivity dominates Swedish market access (98% by air, 2024). With 137 weekly departures and 24,245 seat capacity split across five Swedish and seven UK airports, distribution and dynamic packaging opportunities exist. The absence of a distinct Swedish planning cycle enables year-round commercial engagement. High English fluency removes communication friction in digital interfaces.
Methodology and limits
Data sourced primarily from the International Passenger Survey (IPS), conducted by the UK's Office for National Statistics, supplemented by the Anholt-Ipsos Nation Brands Index (2025), UNWTO, Oxford Economics, and Apex. The 2024 IPS figures carry the caveat 'official statistics in development'; the ONS advises against year-on-year comparisons pending methodological refinement. Capacity and flight data are 2025 measures. This brief is based on publicly available summary content; full visualisations and granular segmentation (by age, gender, trip duration, seasonality, regional spread) are accessible via VisitBritain's interactive dashboard.
Official source
The report is © VisitBritain. This brief is an original editorial summary by TourismIntel — it quotes only figures published in the source and never reproduces the document.
Check the official statistics on Pulse
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