Sweden’s rising popularity as a premium winter destination

Sweden attracts more international visitors seeking winter adventure and sustainable travel experiences

Sweden is gaining recognition as a top destination for winter enthusiasts, with a growing number of travelers from the UK, Germany, Denmark, and the Netherlands flocking to the country. Offering a mix of thrilling outdoor activities and tranquil landscapes, Sweden has become a go-to location for chasing the Northern Lights, dog sledding, world-class skiing, and more.

Record-breaking winter season

The 2023/24 winter season has been a major success for Swedish ski resorts, with a notable 11% increase in lift pass sales, setting a new record. The regions of Dalarna and Värmland have seen the largest growth in visitors and ski days, further emphasizing Sweden’s rise as a premium winter destination.

Surveys show that two out of five travelers plan to engage in winter activities during their trip to Sweden, with skiing being a major draw. In fact, 15% of past visitors have returned for skiing-focused holidays. To keep up with demand, SkiStar has implemented cutting-edge AI technology to optimize visitors' experiences at resorts, providing real-time updates on lift queues and ski logistics.

Top winter activities in Sweden

Northern Lights viewing

Abisko in Swedish Lapland, home to the Aurora Sky Station, offers one of the best locations to view the Northern Lights. Situated in the auroral zone, it boasts clear skies and a pristine environment for an unforgettable experience. The season for viewing the Northern Lights runs from November 14, 2024, to March 15, 2025.

Stargazing in Jokkmokk

Jokkmokk, known for its Sámi heritage, offers some of the clearest night skies in Sweden. With minimal light pollution, it provides exceptional stargazing opportunities in the nearby Pärlälven nature reserve.

Wildlife safaris

Sweden’s wilderness is perfect for eco-friendly wildlife safaris. Visitors can encounter animals such as moose, reindeer, and muskoxen in their natural habitats. Eco-tour operators like Wild Sweden and Wild Nordic provide guided tours across forests, lakes, and mountains.

Snowmobile adventures

Snowmobile tours are a popular winter activity in Sweden. With a variety of routes available, including the option of electric snowmobiles, guests can enjoy quiet, eco-friendly tours through Sweden's stunning landscapes.

Dog sledding

Dog sledding is a thrilling winter adventure in the Swedish mountains and Lapland. Mush your own team of huskies through snow-covered terrain, with multi-day tours available for those seeking a more immersive experience.

A sustainable winter destination

Sweden’s commitment to sustainability is evident in its winter tourism offerings. Innovations like the electric snowmobile and eco-friendly wildlife safaris align with the country’s vision of becoming the world’s most sustainable destination by 2030. Sweden is not only a place for adventure but also a destination that prioritizes responsible travel and meaningful experiences.

Sweden continues to captivate winter travelers with its diverse activities and breathtaking natural beauty, making it an ideal destination for both adventure seekers and those looking for peaceful winter escapes.

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© Visit Sweden Anna Öhlund