The International Appeal of Swedish Lapland

Tourist experiences close to nature in a subarctic environment, undeniably attract visitors, both domestic and international. The magnificent countryside, midnight sun and northern lights; warm hospitality, and spectacular experiences like Icehotel, Treehotel and Arctic Bath, just to mention a few, continue to draw new guests to the north.
The destination Swedish Lapland has experienced substantial growth since 2000 and has recently achieved a new visitor record. In 2022, the number of commercial guest nights reached 2,7 million – a 3 per cent increase compared to the previous record year in 2019. This northernmost destination has enormous potential for continuing increased growth in all of Norrbotten’s municipalities.

International visitors accounted for 34% of guest nights in 2022, making it clear that Swedish Lapland is an internationally attractive destination for both visitors and investors. The majority of international guest nights were made up of Norwegian visitors, followed by German and Finnish visitors, making wide stretches of the international market an untapped potential for further growth.

“In 2022, the number of commercial guest nights reached 2,7 million – a 3 per cent increase compared to the previous record year in 2019.”

Professional collaboration

The region has a clear strategy for continuous collaboration between companies and partners at the destinations, with key business factors for growth. Working progressively and creating the right conditions for companies to grow has been a recipe for success. The long-term strategic work is connected to developing the destination on-site and marketing it to key target audiences.

Swedish Lapland Visitors Board is the regional destination organisation, it manages the strategic coordination with the local destination and tourism companies as well as marketing, selling and developing Swedish Lapland as a destination.