Sweden defies the overtourism trend

1 min read

Jun 17, 2025 4:00:24 PM

Growth without stress: how Sweden is managing the travel boom

While many destinations around the world are grappling with the effects of overtourism, Sweden is taking a different—and successful—approach. Current surveys from Visit Sweden reveal that the country continues to welcome tourists warmly, whether in the vibrant capital or the peaceful countryside.

Positive attitudes toward tourism remain steady

Since 2021, Visit Sweden has been monitoring public attitudes toward tourism. Even heading into the 2024 summer season, the results remain consistently positive. Particularly notable: According to a survey by the Origo Institute in November 2024, nine out of ten Stockholm residents are open and welcoming toward tourism—despite rising visitor numbers in the city.

High capacity, low occupancy

Sweden’s overnight stay statistics highlight significant unused potential. Around 75% of commercial overnight stays are still generated by domestic travel, but international guests are increasingly booking hotels, hostels, and campsites. Nevertheless, about half of all accommodation capacity across the country remains unused throughout the year. The average occupancy rates during the 2024 high season (May–August) were:

May: 58 %
June: 57 %
July: 68 %
August: 64 %

These figures make it clear: Sweden has the infrastructure to host significantly more guests without nearing its limits.

Overtourism or undertourism?

Whether a place feels "overcrowded" often has less to do with raw visitor numbers and more with specific pressure points—like litter, noise, or packed attractions. And these are not always caused solely by tourists. The discussion around overtourism is complex and, in Sweden's case, not yet a pressing issue.

Room to grow sustainably

“There’s huge growth potential in Sweden’s tourism sector,” says Susanne Andersson, CEO of Visit Sweden. “If we succeed in spreading travel more evenly across the year and the country, we can tap into this potential in a sustainable way—together with the industry.”