The appeal of Swedish Lapland
Key takeaways
Approximately 2,9 million commercial guest nights per year.
Home of the Treehotel, the Icehotel and the Arctic Bath.
o Large potential market with 35% international visitors per year.
Substantial growth in the north
The midnight sun and northern lights continue to draw new guests to the north. With substantial growth since 2000, the number of commercial guest nights in Swedish Lapland reached 2.9 million in 2024 — a 5% increase compared to 2023. For Sweden as a whole, overnight stays increased by 1%. This underscores how the region continues to outperform the national average.
International visitors accounted for 35% of guest nights in 2024, where the biggest increase of international guest are from France, The Netherlands and North America – showing the international market an untapped potential for further growth.
Collaboration is the key to success
The region has a strategy for continuous collaboration between companies and partners, with key business factors for growth. The long-term strategic work is strongly connected to developing the destination on-site and marketing it to key target audiences.
Swedish Lapland Visitors Board is the regional organisation, managing the strategic coordination with the local destination and tourism companies, as well as marketing, selling and developing Swedish Lapland as a destination.
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