1. Travel and Tourism in Sweden
Report Details:
Published:September 2012
No. of Pages:
Price: Single User License – US$1900
Discover the latest market trends and uncover sources of future market growth for the Travel and
Tourism industry in Sweden with research from Euromonitor's team of in-country analysts.
The Travel and Tourism in Sweden market research report includes:
•Analysis of key supply-side and demand trends
•Detailed segmentation
•Historic volumes and values, company and brand market shares
•Five year forecasts (of market share, market trends, market growth)
•Robust and transparent market research methodology, conducted in-country
Our market research reports answer questions such as:
•What is the market size of Travel and Tourism in Sweden?
•What are the major brands in Sweden?
•What are the major brands in Sweden?
Why buy this report?
•Gain competitive intelligence about market leaders
•Track key industry trends, opportunities and threats
•Inform your marketing, brand, strategy and market development, sales and supply functions
EXECUTIVE SUMMARY
Strong growth rates in the Swedish economy continue to boost travel
In 2010, the Swedish economy showed unexpectedly strong growth rates which led to a rapid
recovery of both outbound and domestic travel and many categories surpassed pre-recession
levels. By 2011, however, the growth rates of many travel and tourism categories were more
moderate than in the previous year. Growth of the Swedish economy was also slower in 2011 than
in 2010 and fears of a renewed global economic downturn contributed to a slowdown, especially at
the end of 2011. The onset of a global economic downturn will threaten the forecasts for both
outbound and inbound travel.
Both inbound and outbound cruise trips on the rise
Cruise travel, which had previously been dominated by pensioners, is now seeing a breakthrough
among other consumer segments, such as families with small children. Cruise travel to the
Caribbean dominates during the winter season while the Mediterranean is favoured during the
summer season. Cruise travel is becoming popular among a broader consumer segment thanks to
the development of onboard entertainment programmes designed to appeal to new types of

2. consumer groups, such as families with small children or young people. While cruise travel is
becoming more popular among Swedes, the number of cruise ship arrivals to Sweden increased,
with cruise ship visitors to Sweden being German, British and American tourists.
Short shopping trips in demand
During the last few years of the review period, short shopping trips to major cities became
increasingly popular among Swedes. The increased popularity can be explained by the
strengthening Swedish currency against the currencies of many important destination countries.
City breaks to New York boomed in the last few years of the review period as a result of the
depreciating dollar. Swedes also increasingly split their holiday into several shorter breaks
throughout the year, as it is increasingly difficult for many Swedes to take a traditional long holiday
during the summer. The increased availability of low cost carriers is also contributing to the trend
as these companies usually operate between major destinations.
Low cost carriers
In 2011, low cost carriers was one of the fastest growing categories. Although the number of
passengers declined drastically during the recession, the growth in the number of passengers
quickly turned around and in 2011 the number of passengers carried by low cost carriers
surpassed pre-recession levels. Low cost carriers are increasingly focusing on business travellers
and are launching various services that specifically target business travellers. These operators are
not only taking market share from scheduled traffic, but also increasingly also from charter traffic.
Although traditional airliners dominate long haul routes, low cost carriers are increasingly
introducing long haul destinations.
Travel retailers moving online
Companies within the travel and tourism industry are increasingly moving their activities online
with these activities not only restricted to bookings but also to marketing through various social
media sites. Online booking forms an important part of overall bookings, especially among tour
operators. However, among travel agents, the importance of online bookings is also on the
increase and many customers start by visiting the online site and then completing the booking in a
physical outlet. As a result of the increased popularity of online bookings, travel retailers are also
increasingly concentrating their marketing investments online, especially boosting their presence
on various social media sites and also launching new marketing and customer service concepts
via their websites.
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Major points covered in Table of Contents of this report include
Table of Contents
Travel and Tourism in Sweden - Industry Overview
EXECUTIVE SUMMARY
Strong growth rates in the Swedish economy continue to boost travel
Both inbound and outbound cruise trips on the rise
Short shopping trips in demand

3. Low cost carriers
Travel retailers moving online
KEY TRENDS AND DEVELOPMENTS
Opportunities in recovery
National tourism strategy
Legislative environment - VAT on restaurants to be lowered in January 2012
Social media is becoming a “must” for companies
City breaks in demand
Low cost carriers continue to take market shares
The effects of deregulation on rail traffic
Concerns over climate change are overshadowed by lack of time and money
DEMAND FACTORS
Table 1 Leave Entitlement: Volume 2006-2011
Table 2 Holiday Takers by Age: % Breakdown 2006-2011
Table 3 Seasonality of Trips 2006-2011
BALANCE OF PAYMENTS
Table 4 Balance of Tourism Payments: Value 2006-2011
DEFINITIONS
Tourism Flows
Tourism Receipts and Expenditure
Travel Accommodation
Transportation
Car Rental
Travel Retail
Tourist Attractions
Online Sales
Health and Wellness
SOURCES
Summary 1 Research Sources
Travel and Tourism in Sweden - Company Profiles
Malmö Aviation AB in Travel and Tourism (Sweden)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 4 Malmö Aviation AB: Competitive Position 2011
Parks & Resorts Scandinavia AB in Travel and Tourism (Sweden)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 7 Parks & Resorts Scandinavia AB: Outlets

4. Resia Travel Group AB in Travel and Tourism (Sweden)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 10 Resia Travel Group AB: Competitive Position 2011
Scandic Hotels AB in Travel and Tourism (Sweden)
STRATEGIC DIRECTION
KEY FACTS
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 13 Scandic Hotels AB: Competitive Position 2011
Car Rental in Sweden - Category Analysis
HEADLINES
TRENDS
In 2010, the car rental category showed unexpectedly strong growth rates, with sales of car rental
operators growing by 8%. This high growth can be explained by the increase in domestic travel.
The Swedish economy showed exceptionally strong growth rates in 2010 and this stimulated both
domestic leisure and business travel.
COMPETITIVE LANDSCAPE
As a result of the recession car rental operators, which are part of national or international chains,
managed to increase their market shares. Independent operators, on the other hand, have had
more difficulties withstanding the recession, and as a result, the number of independent operators
declined dramatically.
PROSPECTS
During the forecast period the car rental category will continue to register strong growth rates,
although these could be threatened by a deteriorating Swedish economy.
CATEGORY DATA
Table 5 Car Rental Sales by Category and Location: Value 2006-2011
Table 6 Car Rental Sales: Internet Transaction Value 2006-2011
Table 7 Structure of Car Rental Market: 2006-2011
Table 8 Car Rental National Brand Owner Market Shares 2007-2011
Table 9 Car Rental Brands by Key Performance Indicators 2011
Table 10 Forecast Car Rental Sales by Category and Location: Value 2011-2016
Table 11 Forecast Car Rental Sales by Category: Internet Transaction Value 2011-2016
Health and Wellness Tourism in Sweden - Category Analysis
HEADLINES
TRENDS
In 2011 the health and wellness category continued to perform strongly growing by 5% in current
value terms. Hotel/resort spas registered the highest growth of 8% in value terms.
PROSPECTS
Over the forecast period, health and wellness tourism is expected to grow by a CAGR of 4% in

5. constant value terms, although this level of growth could be threatened by a slowdown in the
growth rate of the local economy.
CATEGORY DATA
Table 12 Number of Hotel/Resort Spas: Units 2006-2011
Table 13 Health and Wellness Tourism Sales by Category: Value 2006-2011
Table 14 Spa Consumer Markets: Domestic Tourism 2006-2011
Table 15 Spa Consumer Markets: Arrivals 2006-2011
Table 16 Forecast Health and Wellness Tourism Sales by Category: Value 2011-2016
Tourism Flows Domestic in Sweden - Category Analysis
HEADLINES
TRENDS
Domestic travel, both business and leisure, continued to grow in 2011. The 3% growth in 2011
appears moderate but should be considered in the context of the exceptionally strong growth the
year before. Despite the strong Swedish currency, domestic tourism showed unexpectedly high
growth figures in 2010, when domestic tourism rose by 15%. Such strong growth is difficult to
sustain and the less favourable economic outlook in 2011 also contributed to the reduced rate of
growth. By 2010, the number of domestic trips exceeded their pre-recession peak.
PROSPECTS
Over the forecast period domestic tourism is expected to continue growing, although growth is
forecast to be slower than that of outbound tourism. The development of domestic tourism is,
however, highly dependent on the development of the Swedish economy. Should a slowdown
occur in the Swedish economy domestic leisure tourism is expected to grow. Historical data on the
number of trips would indicate that there is still potential to increase domestic tourism further.
CATEGORY DATA
Table 17 Domestic Tourism by Destination: 2006-2011
Table 18 Domestic Tourism by Purpose of Visit and by Mode of Transport: 2006-2011
Table 19 Domestic Tourist Expenditure: Value: 2006-2011
Table 20 Method of Payments for Domestic Tourism Spending: % Breakdown 2006-2011
Table 21 Forecast Domestic Tourism by Purpose of Visit and by Mode of Transport: 2011-2016
Table 22 Forecast Domestic Tourist Expenditure: Value: 2011-2016
Tourism Flows Inbound in Sweden - Category Analysis
HEADLINES
TRENDS
The number of arrivals was still recovering from the recession in 2011 with growth rates weaker
than during pre-recession years.
COUNTRY OF ORIGIN
BUSINESS VS LEISURE
CITY ARRIVALS
PROSPECTS
In the forecast period tourism to Sweden is forecast to grow by a CAGR of 4% with emerging
economies China, Russia and Estonia driving the growth.

6. CATEGORY DATA
Table 23 Arrivals by Country of Origin: 2006-2011
Table 24 Leisure Arrivals by Type 2006-2011
Table 25 Business Arrivals: MICE Penetration 2006-2011
Table 26 Arrivals by Mode of Transport: 2006-2011
Table 27 Arrivals by Purpose of Visit: 2006-2011
Table 28 Incoming Tourist Receipts by Geography: Value 2006-2011
Table 29 Incoming Tourist Receipts by Category: Value 2006-2011
Table 30 Method of Payments for Incoming Tourist Receipts: % Breakdown 2006-2011
Table 31 Forecast Arrivals by Country of Origin: 2011-2016
Table 32 Forecast Arrivals by Mode of Transport: 2011-2016
Table 33 Forecast Arrivals by Purpose of Visit: 2011-2016
Table 34 Forecast Incoming Tourist Receipts by Geography: Value 2011-2016
Table 35 International Arrivals by City 2007-2011
Tourism Flows Outbound in Sweden - Category Analysis
HEADLINES
TRENDS
The Swedish economy continued to show strong growth rates in 2011, which stimulated outbound
travel. As a result of these favourable developments, the Swedish currency remained strong
against currencies in important destination countries.
DESTINATIONS
BUSINESS VS LEISURE
PROSPECTS
In the forecast period, outbound departures is forecast to grow by a CAGR of 5%. Growth in the
number of departures may however be threatened by a deteriorating Swedish economy. As a
result of the economic problems in Europe and the US, the favourable growth rates of the Swedish
economy are under threat.
CATEGORY DATA
Table 36 Departures by Destination: 2006-2011
Table 37 Leisure Departures by Type 2006-2011
Table 38 Business Departures: MICE Penetration % Breakdown 2006-2011
Table 39 Departures by Mode of Transport: 2006-2011
Table 40 Departures by Purpose of Visit: 2006-2011
Table 41 Outgoing Tourist Expenditure by Geography: Value 2006-2011
Table 42 Outgoing Tourist Expenditure by Category: Value 2006-2011
Table 43 Method of Payments for Outgoing Tourism Spending: % Breakdown 2006-2011
Table 44 Forecast Departures by Destination: 2011-2016
Table 45 Forecast Departures by Mode of Transport: 2011-2016
Table 46 Forecast Departures by Purpose of Visit: 2011-2016
Table 47 Forecast Outgoing Tourist Expenditure by Geography: Value 2011-2016
Tourist Attractions in Sweden - Category Analysis

7. HEADLINES
TRENDS
Theme/amusement parks was the fastest growing category in tourist attractions in 2011,
increasing by 3% in both value and volume terms. Much of this strong rise stemmed from the poor
performance of the category in 2010 when the weather was unfavourable during both the summer
and winter seasons. As a result of the recession, theme/amusement parks decreased investment
in new attractions and during 2010 fewer new attractions than usual were introduced. Despite the
lower number of visitors, amusement parks managed to increase sales because visitors spent
more in site restaurants. (NB only sales from entrance fees are included in Euromonitor
International data.)
PROSPECTS
Over the forecast period, tourist attractions is anticipated to grow by a CAGR of 2% in volume
terms.
CATEGORY DATA
Table 48 Tourist Attractions Sales by Category: Value 2006-2011
Table 49 Tourist Attractions Visitors by Category: 2006-2011
Table 50 Tourist Attractions Online Sales: Internet Transaction Value 2006-2011
Table 51 Leading Tourist Attractions by Visitors 2006-2011
Table 52 Forecast Tourist Attractions Sales by Category: Value 2011-2016
Table 53 Forecast Tourist Attractions Visitors by Category: 2011-2016
Table 54 Forecast Tourist Attractions Online Sales: Internet Transaction Value 2011-2016
Transportation in Sweden - Category Analysis
HEADLINES
TRENDS
Growth in 2011 was mainly driven by the recovering airline category and low cost carriers, which
showed unexpectedly high growth rates. Low cost carriers were driven by continued expansion of
new routes, mostly by Norwegian and Ryanair. The strong growth in low cost carriers disguises
somewhat the 11% growth seen by scheduled airlines, on the back of the improved economic
outlook. Growth by scheduled airlines contributed to over 80% of net value growth in overall
transportation in 2011.
AIRLINES
COMPETITIVE LANDSCAPE
SAS continued to be the leading airline in Sweden. SAS was severely hit by the recession which
started in 2008/2009 and was forced to introduce several cost-cutting measures. In 2011,
however, SAS achieved unexpectedly strong growth, thanks to the recovering economy and
increased travel among other business travellers. The routes to the US performed favourably
during 2011 as well as to the Nordic countries.
PROSPECTS
Over the forecast period, low cost carriers will be the fastest growing category growing by 16% in
passengers carried. Low cost carriers will outperform both scheduled and charter airlines.
However scheduled airlines will continue to perform well.

8. CATEGORY DATA
Table 55 Transportation Sales by Category: Value 2006-2011
Table 56 Transportation Sales: Internet Transaction Value 2006-2011
Table 57 Airline Capacity: 2006-2011
Table 58 Air by Category: Passengers Carried: 2006-2011
Table 59 Airline Passengers Carried by Distance: 2006-2011
Table 60 Airline National Brand Owner Market Shares 2007-2011
Table 61 Airline Brands by Key Performance Indicators 2011
Table 62 Forecast Transportation Sales by Category: Value 2011-2016
Table 63 Forecast Transportation Sales: Internet Transaction Value 2011-2016
Travel Accommodation in Sweden - Category Analysis
HEADLINES
TRENDS
Chained hotels was the fastest growing category in 2011, growing 13% in value terms. Increased
business travel and inbound travel contributed to the favourable development among hotels.
Independent hotels, on the other hand, performed weakly, with the category increasing by 2% in
value terms.
HOTELS
COMPETITIVE LANDSCAPE
In terms of hotel outlets, Best Western Hotels was the leading hotel chain in Sweden in 2011. The
chain surpassed Scandic Hotels in 2010 as a result of both new hotel openings and existing hotels
joining Best Western Hotels. Best Western Hotels consists of privately owned hotels situated
across Sweden. The hotels cooperate on marketing and have common quality standards. As
hotels by Best Western are privately owned, these establishments have a strong local and
personal character.
PROSPECTS
In the forecast period chained hotels will be the fastest growing category in constant value terms.
Independent hotels, on the other hand, will find it increasingly difficult to compete with their
chained counterparts. As a result, independent hotels will be forced to merge or cooperate through
various organisations, such as Best Western Hotels.
CATEGORY DATA
Table 64 Travel Accommodation Sales by Category: Value 2006-2011
Table 65 Travel Accommodation Outlets by Category: Units 2006-2011
Table 66 Travel Accommodation by Broad Category: Number of Rooms 2006-2011
Table 67 Regional Hotel Parameters 2011
Table 68 Travel Accommodation Sales: Internet Transaction Value 2006-2011
Table 69 Hotel National Brand Owners by Market Share 2007-2011
Table 70 Hotel Brands by Key Performance Indicators 2011
Table 71 Forecast Travel Accommodation Sales by Category: Value 2011-2016
Table 72 Forecast Travel Accommodation Outlets by Category: Units 2011-2016
Table 73 Forecast Travel Accommodation Sales: Internet Transaction Value 2011-2016

9. Travel Retail in Sweden - Category Analysis
HEADLINES
TRENDS
The travel retail category recovered from the recession and turnover surpassed pre-recession
levels by 2010, a trend that continued into 2011. The rapid recovery of travel retailers stems from
the Swedish economy being less affected by the global economic downturn than many other
European countries. The appreciation of the Swedish currency against currencies of many
important destination countries also stimulated outbound travel and thus benefitted travel retailers
in Sweden.
LEISURE TRAVEL
CORPORATE BUSINESS TRAVEL
COMPETITIVE LANDSCAPE
The currency exchange specialist Forex is the largest player in travel retail, purely on its strength
as a currency exchange specialist. The family-owned company has a long history in Sweden
dating back to 1927 and until 1990 was the only authorised bureaux de change service, apart from
banks. It operates outlets in all key locations, including the main airports, railway stations and city
centres. Since acquiring its main competitor X-change in 2007, Forex has a near monopoly on
bureaux de change outlets in Sweden.
PROSPECTS
Sales of travel retail products in the forecast period will be highly dependent on how the Swedish
economy develops. Expenditure on travel retail is tied to consumer spending confidence and
further signs of an economic downturn will be quickly reflected in households tightening their
budgets.
CATEGORY DATA
Table 74 Travel Retail Sales by Category: Value 2006-2011
Table 75 Travel Retail Corporate Business Sales: Value 2006-2011
Table 76 Travel Retail Leisure Sales: Value 2006-2011
Table 77 Travel Retail Online Sales by Category: Internet Transaction Value 2006-2011
Table 78 Travel Retail National Brand Owner Market Shares 2007-2011
Table 79 Travel Retail Brands by Key Performance Indicators 2011
Table 80 Forecast Travel Retail Sales by Category: Value 2011-2016
Table 81 Forecast Travel Retail Corporate Business Sales: Value 2011-2016
Table 82 Forecast Travel Retail Leisure Sales: Value 2011-2016
Table 83 Forecast Travel Retail Online Sales by Category: Internet Transaction Value 2011-2016
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