Positive Consumer Confidence Boosts Swedish Travel Plans Despite Economic Strain
Survey reveals increased Swedish consumer confidence in travel plans despite economic challenges.
Key Points
- • 68% of Swedes report their finances won't impact travel plans, up from 61% last year.
- • Only 4% plan to vacation in Sweden, down from 11%.
- • Bookings for Costa Dorada and Costa Brava have doubled; Malaga bookings up over 40%.
- • The survey reflects improved financial security among Swedish travelers.
Despite ongoing economic challenges, a recent survey indicates a significant increase in Swedish consumer confidence towards travel plans for 2025. According to Kantar Media’s findings, 68% of Swedes reported that their financial circumstances will not hinder their vacation choices this year, representing an increase from 61% in the previous survey. This growing financial confidence comes as the percent of individuals considering altering their holiday plans due to economic reasons has dropped dramatically—from 33% last year to just 18%.
This shift in mindset also reflects a notable decline in interest in domestic travel, with only 4% of respondents indicating they plan to vacation in Sweden, a decrease from 11% last year. This trend signals a preference for international travel, particularly towards popular European destinations. There has been a marked increase in bookings for locations such as Costa Dorada and Costa Brava, with interest reportedly doubling. Additionally, Malaga and Costa del Sol have seen over a 40% rise in bookings compared to the previous year. Conversely, interest in destinations like Albania and Bulgaria seems to have stabilized after a surge last summer.
Dian Martinez Valencia, communications manager at TUI, noted that many Swedes feel more secure in their financial situations than they have in years, particularly after navigating inflation and rising interest rates. This positive sentiment reflects a broader trend—online responses from 1,054 individuals between the ages of 18 and 79, collected from May 7-10, 2025, paint a picture of changing travel dynamics, showcasing a renewed eagerness to travel abroad as financial assurances rise.