Tourism Source Market Insight: Scandinavia (2024)

The analyst's Tourism Source Market Insight: Scandinavia report provides a thorough insight into Scandinavia's domestic and outbound tourism market. The report looks at the profiles of Scandinavian tourists and summarizes the key reasons that they travel. The report offers an in-depth analysis of traveler flows, spending patterns, main destination markets and current and future opportunities for tourism businesses seeking to tap into the Italian outbound travel market.

Key Highlights

• In 2023’s domestic spending, we see that transportation takes the top spot at $7.1 billion, Retail at second largest at $6.3 billion, foodservice is the third largest at $5.4 billion, followed by accommodation at $5.0 billion.
• Danish and Swedish travelers prioritize affordability, accessibility, and practicality when choosing holiday destinations. Personal connections and past experiences hold significant weight, with recommendations from friends and family playing a crucial role.
• Scandinavia's overall lower risk score compared to the European and Global averages reflects strong economic fundamentals, stable political environments, and robust social safety nets. However, vulnerabilities exist in areas like export dependence, social integration challenges, and the long-term impacts of climate change.
• Online travel agents (OTAs) like Booking.com and Expedia were more popular, with 27% of Danes and 25% of Swedes utilizing their services. This popularity likely stems from the convenience and ease of comparison offered by OTAs.

Scope

• This report is part of the analyst's Source Market Insights Series. This report provides an in-depth analysis of traveler flows, spending patterns, main destination markets, as well as current and future opportunities for tourism businesses seeking to tap into the Italian outbound travel market.

Reasons to Buy

• This report provides clear insight into developments in Scandinavia's regional and outbound tourism markets. The report uses data and analysis to discuss future trends related to domestic trips, international departures, traveler spending, and main destination markets.
• The report explores the different profiles of Scandinavian tourists and the reasons that they travel, hence providing an insight into the trends in different segments of the market. The reader gains a strong understanding of the opportunities in the country, as well as the risks, to support better business decisions.
• This report examines the impact of COVID-19 on Scandinavia's outbound and domestic tourism.