There has been an enormous growth of the tourism industry in Swedish Lapland. Between 2010 and 2018, the turnover increased by 73% and the number of full-time equivalencies has three doubled. The national goal for tourism is to double the turnover in the business from 2010 to 2020. The tourism network in Swedish Lapland has adopted the same goal. In 2018, the destination Swedish Lapland had:
• Almost 3.9 million commercial guest nights, an increase by 5% from 2017.
• 4 270 full-time equivalencies
• EUR 644 million in turnover, an increase by 6% from 2017.
Markets and guest nights
In 2018, destination Swedish Lapland had almost 3.9 million commercial guest nights, an increase from the previous year. The domestic market is the largest. But with 33 % international guest nights it is quite clear that Swedish Lapland is an internationally attractive destination.
The magnificent countryside, midnight sun and northern lights; warm hospitality, spectacular experiences like ICEHOTEL and Treehotel together with a life close to nature in a subarctic environment undeniably attracts affluent, international guests.
In other words, it is a long-term profitable deal to invest in the tourism industry of Swedish Lapland
Photo: Carl-Johan Utsi
Regional investments
The destination Swedish Lapland has experienced substantial growth since 2000. This northernmost destination has enormous potential for increased growth and thus set the goal to double the tourism financial turnover from the EUR 452 million in 2010 to EUR 904 million by 2020. Backing this goal is the regional destination company Swedish Lapland Visitors Board and all local tourism companies, which means there is a joint strategic investment to reach the goal.
Visit Sweden’s latest target group analysis indicates increased travel to Sweden. The survey reveals that 27 million Europeans and Americans plan to travel here during the coming three years. In Germany alone up to 25,2 million people är intresserade to visit Sweden. According to foreign travellers, their strongest reasons for choosing Sweden as their top destination is the amazing offering of experiences, unspoilt nature and the generous Swedish hospitality.
The survey points to a market demand that favours Swedish Lapland: this region comes proudly in at second place, after Stockholm, as the most desired destination in Sweden.
Photo: Ted Logardt
Increased potential
A trend within the international tourism points to an increase in the market for experiences and destinations that can contribute to self-realisation, personal development and well-being. An increased awareness of an individual’s physical and mental well-being has emerged, something that has become a clear part of the personal lifestyle and identity. Consumption will be taking on more and more new expressions with increased prioritisation for experiences in contrast to goods and services, which will take a back seat in importance.
Destination Swedish Lapland is characterized to a large part by is closeness to nature and cultural experiences and today has strong travel incentives within the area of outdoor recreation. Through a wide offering with many actors, the destination claims the position as the obvious outdoor destination in Sweden. An important factor in succeeding in meeting the demand from tomorrow’s guest is the continued development of products based on the region’s unique subarctic conditions.
Photo: Ted Logardt
