Tourism in Sweden

Effects of tourism on the economy, exports and employment and tourism volumes, behaviour and supply & demand

Facts & statistics

2010 Contents

Tourism in Sweden 3 Challenges and development 4 Key figures 8 Effects of tourism on the economy 10 Export value of tourism 19 Effects of tourism on employment 24 International tourism 28 Tourism in Sweden 32 Domestic tourism 42 Inbound tourism 50 Outbound tourism 61 International meetings 67 Definitions and sources 69

Additional copies of this publication may be ordered from www.tillvaxtverket.se/publikationer

© Swedish Agency for Economic and Regional Growth Stockholm, November 2011 Print run: 500 copies; thereafter, print on demand Author: Peter Terpstra Production: Swedish Agency for Economic and Regional Growth Graphic design: Ordförrådet AB Printing: Danagårds Grafiska AB Info 0372 ISBN: 978-91-86987-13-8 TOURISM IN SWEDEN

Tourism in Sweden

The Swedish Agency for Economic and Regional Growth, the authority responsible for tourism industry issues, develops enterprise policies for the promotion of tourism initiatives and entrepreneurship. The Agency is also responsible for official tourism statistics and the production and dissemination of knowledge about the development of tourism and its effects on Swedish economy. The global economy continued to strengthen in 2010 and this had a positive effect on travel. In Sweden, the total turnover for tourism rose by 3.2 percent to almost SEK 255 billion. Both employment and export value (foreign visitors’ consumption in Sweden) continued to rise, which helped to create growth in Sweden. According to international analyses, travel and tourism will achieve global annual growth of just over 5 percent between now and 2020. Sweden is well placed to take a share of this increase, as it has the basic resources – attractive destinations and facilities, and value-added natural environments and culture – that are needed to meet the expected demand from leisure and business travellers. Many different parties are dependent on decision support data. Authorities, the business community, tourism organisations, tourism consultants and research institutions often use the sources quoted in this publication in addition to their own investigations when analysing specific issues. Tourism as an activity is a highly complex phenomenon, which often defies simple description. In this publication, travel and tourism are illustrated from many different per- spectives, such as the economy, employment, volumes, behaviour and supply & demand. It is our aim that the data contained in Tourism in Swedish will contribute to increased knowledge and continuing development of the sector.

Stockholm, October 2011

Christina Lugnet Peter Terpstra Director General Tourism Analyst

3 CHALLENGES AND DEVELOPMENT

Challenges and development

What is tourism? The UN’s internationally accepted definition describes tourism as the activities of persons travelling to and staying in places outside their usual environment for not more than one consecutive year for leisure, business or other purposes. The definition covers virtually all activities and consumption di- rectly connected with travel, including business travel.

It is the person who consumes and not what is produced that determines what is tourism. This is in contrast with traditional definitions of different sectors, industries and segments. The traditional definition of the airline industry, for example, is based on what the industry’s companies produce.

Although a large proportion of the activity within the air line industry is attributable to tourism, it is only 88 percent, as the other 12 percent relates to activities such as cargo handling and technical services. Similarly, only half of the activity within the hotel & restaurant sector counts as tourism. This is because the remaining consumption, particularly in restaurants, is by the local population and is, by definition, not tourism. See also the definitions at the end of this publication.

Conceptualisation is a critical factor in the achievement of a strong information culture and effective knowledge development. It is hard to develop and work with tourism statistics and statistics-based information if the definitions and conceptualisation are not distinct and taken on board by both the producer and user of the information.

4 CHALLENGES AND DEVELOPMENT

Why tourism? Not only does travel and tourism help to create understanding and build bridges between people from different places and cul- tures, it is also a trade-creating and wealth-building tool. Sus- tainable development of a wider range of natural and cultural activities, restaurants and attractions, can also create more attractive living environments. Travel and tourism provides in- come for many businesses and creates jobs. It also generates tax revenue and plays an essential part in the creation and development of a larger and more attractive infrastructure.

New primary industry Total tourism turnover in Sweden rose by 3.2 percent to almost SEK 255 billion in 2010. Almost 50 percent of this figure was attributable to domestic leisure travellers, while 17 percent was attributable to domestic business travellers and just over 34 percent to foreign visitors. Tourism’s export value, measured as foreign visitors’ consumption in Sweden, increased by 1.7 percent to just over SEK 87 billion in 2010, which was over 50 percent more than the iron and steel exports and more than double the value of Swedish car exports.

Although the export value of the tourism industry makes a significant contribution to the Swedish economy, the industry’s ability to boost employment has also been a key development in recent years. Tourism is also able to create jobs for young people and has a need for the skills offered by people with foreign backgrounds. While employment in many traditional primary industries in Sweden has declined, tourism has created 31,300 new jobs since 2000. In 2010, there were over 162,000 jobs in the tourism industry.

Competitiveness and attractiveness Competitiveness is widely perceived as something that is created from within companies. However, where tourism is con- cerned another decisive factor comes into play, namely the attractiveness of the location or activity in question. The interaction of companies and attractiveness represents a key success factor.

5 CHALLENGES AND DEVELOPMENT

Attractiveness is the sum of everything that characterises a particular location or activity – its natural and cultural environment, events, hosting venues, infrastructure and so on. Consequently, cooperation between many different players must be developed in order to generate effective competitiveness. In addition to companies in different sectors, public organisations are particularly relevant players, as they have a much more important and active role in tourism than in other more traditional sectors.

Coordinating public initiatives In its capacity as the owner and manager of many attraction resources, such as national parks, historic monuments and infrastructure, the public sector has a significant influence on the tourism industry’s growth potential. Tourism is also affected by numerous decisions, regulations and conditions in a wide range of other sectors and political spheres. Substantial resources are also allocated to direct and indirect promotion of the travel & tourism industry in a number of different sectors at both national and regional levels.

The aim of the Swedish tourism policy is that Swedenshall be a highly attractive tourist destination with competitive long- term tourism, contributing to sustainable growth and increased employment throughout the country. In order to achieve these goals, a common strategy must be adopted, as well as effective cross-sectoral coordination of initiatives by government agencies that do not specialise in tourism, but whose activities are of importance to the development of tourism, or vice versa.

Knowledge and statistics are key success factors As awareness of the importance of tourism increases, public and private players are showing more interest in getting in- volved in this area. In addition to public and private input, the tourism policy imposes specific requirements regarding meas- urement of the importance and development of tourism, as the effects are seldom or never seen in existing production statistics. Neither public nor private initiatives can contribute to success if it is not based on knowledge. Knowledge is needed in the form of statistics and studies, in order to assess whether

6 CHALLENGES AND DEVELOPMENT

initiatives are having an impact, and to allow effective marketing, product and destination development.

There is also a need to strengthen research in this area. It is still the case that many public R & D programmes and other initiatives mainly target traditional manufacturing industries, which also means there is considerable scope for improve- ment.1

The export value of tourism, i.e., foreign visitors’ consumption in Sweden, makes an important contribution to the Swedish economy. With a domestic market of just over nine million inhabitants, the anticipated growth will be dependent on foreign markets. A continuous border survey to measure volumes, visitor preferences and consumption patterns will en- sure effective product development and marketing of Sweden as a destination. To this end, data collection for a new national border survey began in 2011.

Global challenge Global tourism’s main challenge for the future is how to achieve environmentally sustainable development. As tourism is by its very nature international, solutions for more eco- friendly travel must be sought within the framework of international cooperation and regulations. It is not enough to rely on changes in traveller demand to set tourism development on the right track. The sector’s operators also have a large individual responsibility for adapting their offerings. Airlines, ship- ping companies, coach companies and car rental companies can drive development forward by setting strict requirements for their own suppliers, and in doing so protect their own in- terests.

1 Tillväxtfakta/Growth facts 2010, Swedish Agency for Growth Policy Analysis and Swedish Agency for Economic and Regional Growth

7 KEY FIGURES

Key figures

Consumption, export value, employment and added value 2010 (percentage change from 2009 and 2000, current prices) Key figures from the sections on the economy (pp. 10–18), export (pp. 19–23) and employment (pp. 24–27) • SEK 254.4 billion total consumption, + 3.2% (+ 69.6% since 2000) • 162,100 employees (individuals, average), + 1.4% (+ 23.9% since 2000) • SEK 87.1 billion export revenue (foreign consumption in Sweden), + 1.7 percent (+ 114.3% since 2000) • SEK 12.8 billion VAT revenue from foreign consumption in Sweden, +1.6% (+132.7% since 2000) • SEK 167.3 billion total Swedish consumption in Sweden, + 4.1% (+ 52.9% since 2000) • SEK 43.1 billion trade, industry and government authority consumption (Swedish business travellers) in Sweden, + 3.1% (+ 13.8% since 2000) • SEK 124.2 billion Swedish household/leisure travel consumption in Sweden, + 4.4% (+ 73.7% since 2000) • 7.8 percent of the total consumption of Swedish households was domestic tourism consumption • SEK 80.6 billion added value, + 3.4% (+ 55.5% since 2000) • Tourism’s relationship to/share of Sweden’s total GDP was 2.9%

8 KEY FIGURES

Volumes/nights spent, capacity and accommodation revenue for hotels, holiday villages, youth hostels, PCAs1 and campsites 2010 (percentage change from 2009) Key figures from Tourism in Sweden (pp. 32–41) • 52,406,034 total number of nights spent, + 2.7% • 39,603,202 total number of Swedish/domestic nights spent, + 2.4% • SEK 17.9 billion accommodation revenue from hotels, holiday villages and youth hostels, + 8.3% • 1,985 total number of hotels, + 0.2% • 224,444 total number of hotel beds, + 1.2%

Foreign volumes/nights spent in Sweden 2010 (percentage change from 2009) Key figures from Inbound tourism (pp. 50–60) • 12,802,832 total number of foreign nights spent, + 3.8% of which: • 5,921,493 from Europe (excl. Nordic), + 0.7% • 5,261,152 from Nordic region (excl. Sweden), + 4.3% • 1,620,187 from non-European countries, + 15.5%

Swedish travel abroad 2010 (percentage change from 2009) Key figures from Outbound tourism (pp. 61–66) • 2.2 million business trips abroad with overnight stays, + 23.2% • 10.8 million leisure trips abroad with overnight stays, + 9.4% • 13.0 million total trips abroad with overnight stays, + 11.5%

1 Commercially arranged private cottages and apartments

9 EFFECTS OF TOURISM ON THE ECONOMY

Effects of tourism on the economy

The information in the sections dealing with effects of tourism on the economy, export value and employment is based on data from the Tourism Satellite Account for Sweden (see information box on page 27), unless otherwise stated.

Increase in tourism consumption in Sweden 2010 Total tourism consumption in Sweden rose by 3.2 percent in 2010. Total tourism consumption in Sweden has increased by almost 70 percent since 2000 based on current prices. Over the same period, the export value (i.e., the value of foreign visitors’

Annual figures for Swedish tourism Key figures 2000–2010 (current prices, SEK millions)

Total tourism tourism Total consumption in Sweden tourism Swedish in consumption Sweden consumption Foreign (export) in Sweden value Added in tourism Employed average) (individuals, % GDP, of total Share 2000 150 019 109 387 40 632 51 798 130 800 2.7 2001 165 360 118 015 47 344 55 318 138 700 2.8 2002 171 147 121 707 49 441 58 517 136 900 2.8 2003 169 826 124 958 44 867 59 906 132 500 2.8 2004 175 636 126 794 48 841 60 709 130 100 2.7 2005 191 927 135 459 56 469 62 925 131 100 2.7 2006 213 547 145 444 68 104 69 604 140 200 2.8 2007 222 358 146 544 75 814 72 142 143 900 2.7 2008 239 081 157 736 81 345 76 120 150 600 2.8 2009* 246 400 160 781 85 620 77 894 159 900 3.0 2010* 254 371 167 299 87 073 80 561 162 100 2.9 10/09, % 3.2 4.1 1.7 3.4 1.4 10/00, % 69.6 52.9 114.3 55.5 23.9 * Preliminary information Source: Swedish Agency for Economic and Regional Growth/Statistics Sweden

10 EFFECTS OF TOURISM ON THE ECONOMY

consumption in Sweden) has increased by almost 115 percent or an average of 8.2 percent per annum at current prices.

Export value’s share of the total consumption has increased from approx. 27 to just over 34 percent since 2000. Added value and the number employed in tourism have also increased since 2000. Tourism’s relationship to/share of Sweden’s total GDP has fluctuated between 2.7 and 3.0 percent since 2000, which is a relatively constant level in comparison with the overall economy. However, changes in other areas of the economy affect tourism’s GDP share more than fluctuations within the tourism industry itself.

Tourism generates significant revenues In 2010, foreign visitors spent over SEK 87 billion, while Swed- ish leisure and business travellers spent over SEK 167 billion in Sweden. The illustration below shows the sectoral distribution. Goods represented the largest category of tourist expenditure, with a share of approx. 40 percent and revenue of over SEK 102 billion. This was followed by accommodation and restau-

Distribution of tourism consumption in Sweden 2010 (SEK billions) with percentage change from 2009

Swedish business Swedish leisure Foreign travellers travellers visitors 43.1 (+3.1) 124.2 (+4.4) 87.1 (+1.7)

TOURISM IN SWEDEN 254.4 (+3.2) Transport Accommodation & restaurants Retail (goods) 53.6 (+6.9) 76.5 (+5.0) 102.3 (+1.2)

I Air travel, 23.4 (+5.3) I Accommodation, I Other goods, I Travel agencies, 41.4 (+3.7) 49.7 (+1.2) 10.1 (+21.0) I Restaurants, 35.1 (+4.3) I Provisions, 26.3 (+1.4) I Overland travel, 9.4 (+0.6) I Fuel, 26.3 (+1.1) I Car hire, 4.3 (+8.3) Culture & services I Rail travel, 3.3 (+5.0) 22.0 (–1.8) I Sea travel, 3.0 (–0.8)

I Culture/recreation, 14.5 (+0.0) I Other services, 7.5 (–5.1)

Source: Swedish Agency for Economic and Regional Growth/Statistics Sweden

11 EFFECTS OF TOURISM ON THE ECONOMY

rants, which achieved revenue of SEK 76.5 billion or approx. 30 percent of the total. Revenue from the transport sector (e.g., air and train tickets, rental cars) amounted to SEK 54 billion, or just over 21 percent. With a turnover of almost SEK 15 billion, culture and recreation is one of the smallest sectors, but is also one of the sectors experiencing the fastest growth. Val- ue-added culture and nature are also sectors contributing to the attraction factor that drives growth in travel and boosts growth in other sectors too. Swedish travellers accounted for just over 65 percent of total consumption, the majority of which (approx. 75 percent) was attributable to leisure travellers. Export value (foreign visitors’ consumption) represented approx. 35 percent of total consumption.

Strong growth for tourism since 2000 Total tourism turnover in Sweden has increased by almost 70 percent since 2000 based on current prices. Expressed in fixed prices (taking into account inflation), the increase was approx. 45 percent.

Development of total turnover for tourism in Sweden (SEK billions)

250 Current prices 2000 prices 225

200

175

150 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010

Source: Swedish Agency for Economic and Regional Growth/Statistics Sweden

Foreign consumption in Sweden has increased more than twice as much as domestic consumption Total turnover for Swedish tourism has increased by almost 70 percent since 2000, with domestic tourism consumption in Sweden having risen by 53 percent based on current prices. Over the same period, export value, i.e. foreign visitors’ consumption in Sweden, has increased by more than twice as much (almost 115 percent) based on current prices.

12 EFFECTS OF TOURISM ON THE ECONOMY

Tourism consumption in Sweden (current prices, SEK billions)

250 Total tourism consumption Swedish/domestic consumption Export value (foreign 200 consumption in Sweden)

150

100

0 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010

Source: Swedish Agency for Economic and Regional Growth/Statistics Sweden

Leisure travellers spent more and business travellers less Swedish leisure travellers accounted for almost three-quarters of the total domestic tourism consumption in Sweden. Leisure travellers’ share of the domestic tourism consumption has increased from 65 percent to almost 75 percent since 2000. Dur- ing the same period, business travellers’ share has fallen from 35 to 25 percent. The financial crisis and recession were the main reasons why business travellers’ consumption fell by approx. SEK 2 billion in 2009. Business travel consumption rose again in 2010, by just over three percent or SEK 1.3 billion, but is still not back at the same level as in 2008. Business travel consumption has increased by almost 14 percent since 2000 based on current prices. However, measured at 2000 prices, business travel consumption was static. Leisure travel consumption increased by SEK 5.2 billion or 4.4 percent in 2010. Since 2000,

Swedish/domestic tourism consumption in Sweden (current prices, SEK billions)

120 Swedish leisure travellers Swedish business travellers 100 (trade, industry & authorities)

0 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010

Source: Swedish Agency for Economic and Regional Growth/Statistics Sweden

13 EFFECTS OF TOURISM ON THE ECONOMY

private tourism consumption has increased by approx. 74 percent at current prices or almost 50 percent at 2000 prices.

Tourism consumption by Swedish households increasing more than households’ total consumption Private tourism consumption by Swedish households has increased by approx. 74 percent since 2000. Over the same period, households’ total consumption increased by almost 44 percent at current prices. However, between 2009 and 2010, households’ total consumption rose a little more than domestic tourism consumption. Households’ tourism consumption in Sweden has increased its share of total household consumption of goods and services in Sweden from 6.4 percent to 7.8 percent since 2000.

Index for household tourism consumption in Sweden in relation to total household consumption (current prices). Index 2000 = 100.

180 Tourism consumption Total consumption 160

140

120

100 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010

Source: Swedish Agency for Economic and Regional Growth/Statistics Sweden

Goods purchases largest single expenditure item for travellers Swedish and foreign leisure and business travellers spent over SEK 254.4 billion in Sweden, of which just over 40 percent was on the purchase of goods e.g., shopping, food and fuel. Accommodation accounted for just over 16 percent of total consumption, while eating out accounted for 14 percent. For- eign visitors spent more on goods than did Swedish travellers. Goods purchases accounted for almost half of foreign visitors’ consumption, with a high proportion of cross-border trade. The share of goods purchases for Swedish leisure travellers was just under 30 percent. Foreign visitors’ expenditure in restaurants was also a little higher than that of their Swedish coun-

14 EFFECTS OF TOURISM ON THE ECONOMY

terparts. Almost 17 percent of foreign visitors’ consumption was on eating out, while the equivalent figure for domestic leisure and business travellers was just under 14 percent. For Swedish business travellers, commercial accommodation represented a considerably high proportion of consumption, while Swedish leisure travellers accounted for a high proportion of expenditure on private holiday cottages.

Distribution of consumption for dierent sectors 2010 (SEK billions)

Goods

Accommodation

Restaurant meals

Fuel

Air travel

Culture, recreation

Travel agency services

Other services

Taxis

Car hire

Other overland travel

Rail travel Leisure travellers/Swedish households Business travellers/trade, industry & auth. Sea travel Export/foreign visitors

0 10 20 30 40 50 Source: Swedish Agency for Economic and Regional Growth/Statistics Sweden

High proportion of goods purchases for foreign visitors On average, foreign visitors spent considerably more on goods than did Swedish travellers in Sweden during 2010.

Foreign visitors’ expenditure on culture and recreation was also a little higher than that of their Swedish counterparts. However, the proportion of expenditure on travel and transport for foreign visitors in Sweden was lower than that of Swedish travellers.

15 EFFECTS OF TOURISM ON THE ECONOMY

Distribution of foreign visitors' consumption by type of expenditure in Sweden 2010

Accommodation & restaurants, 22% Travel & transport, 12% Culture, recreation, 7% Goods, 48% Fuel, 9% Other services, 2%

Source: Swedish Agency for Economic and Regional Growth/Statistics Sweden

Distribution of Swedish/domestic consumption by type of expenditure in Sweden 2010

Accommodation and restaurants, 34% Travel and transport, 26% Culture, recreation, 5% Goods, 20% Fuel, 11% Other services, 3%

Source: Swedish Agency for Economic and Regional Growth/Statistics Sweden

Tourism most important to travel agencies and tour operators Most sectors are affected in some way by tourism. It is most important to travel agencies and tour operators, where tourism represents 100 percent of the added value. Airlines are next, with 88 percent, while the corresponding figure for the retail sector (goods) is approx. 6 percent. However, the retail sector, with just over SEK 19 billion, had the second highest added value in 2010.

At just over SEK 21 billion, the hotel & restaurant sector had the highest added value. The reason why tourism’s share of the hotel & restaurant sector was only 50 percent of the added value is that a large proportion of consumption at restaurants was by the local population whose activities are not classified as tourism. In order to calculate the added value, i.e., production value minus consumption value, tourists’ expenditure is combined with production statistics from Statistics Sweden (SCB).

16 EFFECTS OF TOURISM ON THE ECONOMY

Total added value and tourism’s share for di erent sectors 2010 (SEK billions)

Hotels & restaurants 49%

Goods 6%

Private holiday cottages 10% Culture, recreation, 11% service companies

Air travel 88%

Other overland travel 17% Travel agencies, tour operators 100%

Other services 4%

Rental 13%

Rail travel 19%

Sea travel 10% Tourism’s share of added value

0 50 100 150 200 250 300 350 Source: Swedish Agency for Economic and Regional Growth/Statistics Sweden

Tourism’s production and added value Tourism’s total production value for 2010 was SEK 176 billion. Hotels & restaurants had the highest production value (SEK 52.8 billion), followed by goods (SEK 32.5 billion), and air travel (SEK 23.4 billion). Total added value for the Swedish tourism industry has risen from SEK 51.8 billion to SEK 80.6 billion since 2000. This is an increase of just over 55 percent at current prices.

Tourism’s added value in Sweden (current prices, SEK billions)

85 80.6 80 77.9 76.1 75 72.1 69.6 70

65 59.9 60 58.5 62.9 60.7 55.3 55 51.8 50 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010

Source: Swedish Agency for Economic and Regional Growth/Statistics Sweden

17 EFFECTS OF TOURISM ON THE ECONOMY

Tourism’s share of GDP higher than agriculture, forestry & industrial fishing Tourism’s relationship to/share of Sweden’s total GDP has fluctuated between 2.7 and 3.0 percent since 2000, which is a relatively constant level in comparison with the overall economy. However, changes in other areas of business and industry affect tourism’s share of the GDP more than fluctuations within the tourism industry itself.

Although tourism’s contribution to GDP in 2010 was less than that of electricity, gas, heating & water, it was much higher than other sectors, such as agriculture, forestry & industrial fishing.

Andel av/relation till BNP Share of GDP for comparable industries 2010 (percentage) några jämförbara näringar 2010 (procent)

4 3.8

3 2.9

2 1.9

1.1 1

0 Electricity, gas, Tourism Agriculture, forestry Mineral heating & water & industrial fishing mining

Source: Swedish Agency for Economic and Regional Growth/Statistics Sweden

18 EXPORT VALUE OF TOURISM

Export value of tourism

Tourism’s export value higher than for many key product areas Expenditure by a person travelling from one country to another generates both an import and export value. Expenditure by Swedes abroad is the equivalent of imports, while expenditure by foreign visitors to Sweden is the equivalent of exports, as it creates an inward flow of foreign currency into Sweden. International tourism in Sweden may therefore be considered to be an export sector like any other goods or service exporting sector. Tourism’s share of total Swedish exports in 2010 was higher than for many important product areas. Tourism’s export value increased by 1.7 percent to just over SEK 87 billion during 2010, which was over 50 percent more than the iron and steel exports (SEK 57.1 billion) and more than double the value of Swedish car exports (SEK 38.4 billion).

Tourism’s export value (foreign consumption in Sweden) and export values for some important product areas in Sweden in 2010 (SEK billions)

100 87.1 80

60 57.1 45.2 38.4 40 32.1

20 16.3

0 Tourism Iron & steel Food Cars Wood products Furniture

Source: Swedish Agency for Economic and Regional Growth/Statistics Sweden

19 EXPORT VALUE OF TOURISM

Tourism’s export value (foreign consumption in Sweden) and export values for some important product areas (current prices, SEK billions)

100 Tourism Iron & steel 80 Food Cars 60 Wood products Furniture 40

0 2005 2006 2007 2008 2009 2010

Source: Swedish Agency for Economic and Regional Growth/Statistics Sweden

Tourism’s export value rising faster than total Swedish exports After a sharp decline in 2009 (-12.8%), Sweden’s total exports of goods and services rose again in 2010 (+10.3%). This was a much higher increase than tourism’s export value, which rose by 1.7 percent in 2010. However, between 2008 and 2010, tourism’s export value increased by approx. 7 percent, while Swe- den’s total exports declined by approx. 3.9 percent. In a longer perspective, growth for Sweden’s total exports has been very good, increasing by approx. 56 percent since 2000. Over the same period, tourism’s export value, i.e., foreign visitors’ consumption in Sweden, has increased by more than twice as much (almost 115 percent) based on current prices.

Index for tourism’s export value compared with Sweden’s total exports (goods and services), current prices. Index 2000 = 100.

220 Tourism's export value (foreign consumption in Sweden) 200 Sweden's total exports (goods & services) 180

160

140

120

100 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010

Source: Swedish Agency for Economic and Regional Growth/Statistics Sweden

20 EXPORT VALUE OF TOURISM

Tourism’s share of total exports is increasing Tourism’s export value (foreign consumption in Sweden) has more than doubled since 2000, while tourism’s export value as a percentage of Sweden’s total exports of goods and services has risen from 3.9 to 5.3 percent.

Tourism’s export value as a percentage of Sweden’s total exports (goods and services)

5.7% 6 5.3% 4.6% 4.5% 4.7% 4.7% 4.4% 4.2% 3.9% 4.1% 4.0% 4

0 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010

Source: Swedish Agency for Economic and Regional Growth/Statistics Sweden

Tourism is the only export sector delivering direct VAT revenue to the Treasury VAT on foreign visitors’ consumption in Sweden was SEK 12.8 billion in 2010, an increase of approx. SEK 7.3 billion or over 130 percent since 2000.

VAT revenue from foreign visitors’ consumption in Sweden (current prices, SEK billions)

15 12.6 12.8 11.8 12 10.9 9.9

9 8.0 6.7 6.6 6.5 6.1 6 5.5

0 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010

Source: Swedish Agency for Economic and Regional Growth/Statistics Sweden

21 EXPORT VALUE OF TOURISM

Import value for travel expenditure in the balance of payments increased more than export value In 2010, the export value for travel expenditure in the balance of payments, i.e., what foreign visitors bought Swedish currency for, increased by SEK 1.4 billion to SEK 79.9 billion. At the same time, the import value (total of foreign currency pur- chased by Swedes for travel abroad) rose by SEK 5.4 billion, which meant the travel expenditure deficit increased from SEK 12.7 billion in 2009 to SEK 16.7 billion in 2010. However, there has been a marked change in the relationship between the import and export value since 1993. In 1993, the import value (purchase of foreign currency) was almost 70 percent higher than the export value (purchase of Swedish currency). Since then, the gap has shrunk and the import value is now down to just over 20 percent higher than the export value.

Travel expenditure development (current prices, SEK billions) 120 Imports (Swedish expenditure abroad) Exports (Foreign expenditure in Sweden) 80

0 Net travel expenditure

-40 93 94 95 96 97 98 99 00 01 02 03 04 05 06 07 08 09 10

Source: Swedish Central Bank/Statistics Sweden

22 EXPORT VALUE OF TOURISM

Travel expenditure in the balance of payments Statistics Sweden produces quarterly statistics on travel expenditure on behalf of the Swedish Central Bank. The travel expenditure statistics include the purchase and sale of curren- cies. The purchase of Swedish currency creates an export value, while the purchase of foreign currency creates an import value. Amounts spent by Swedes on trips abroad represent imports and amounts spent by foreign visitors to Sweden represent exports. Foreign tourism in Sweden may therefore be considered to be an export sector like any other goods or service exporting sector. In addition to travellers’ direct spending, travel expenditure statistics also include items such as currency speculation, re-exchanging of currency and online shopping. The Swedish Central Bank makes adjustments for some of these items. The export value for travel expenditure in the balance of payments is less than the total export value for tourism (SEK 87 billion in 2010) because the import and export values for pas- senger transport are not included in travel expenditure in the balance of payments.

23 EFFECTS OF TOURISM ON EMPLOYMENT

Effects of tourism on employment

Tourism contributes to increased employment Measured as the average number of employees, the number of people working in tourism has increased by approx. 24 percent since 2000.

Index for tourism employment trend in comparison with overall employment trend in Sweden. Index 2000 = 100

130 Average number of employees in tourism in Sweden Average number of employees in Sweden, overall 120

110

100

90 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010

Source: Swedish Agency for Economic and Regional Growth/Statistics Sweden

More employees in tourism than in many large companies put together The number of persons employed as a result of tourism in Sweden in 2010 exceeded the number of employees in Sweden in the following major companies: Volvo AB and subsidiaries, Ericsson, Volvo Cars, Peab, Scania, Sandvik, Saab (Group), Skanska, ABB Norden, Vattenfall, TeliaSonera, AstraZeneca, Mölnlycke, SCA and Bravida, which together employed more than 160,000 people in 2010.

24 EFFECTS OF TOURISM ON EMPLOYMENT

Comparison of numbers employed in Sweden 2010

Swedish tourism 200,000 Volvo AB and subsidiaries Ericsson 162,100 160,822 Volvo Cars 150,000 Peab Scania Sandvik Saab (Group) 100,000 Skanska ABB Norden Vattenfall TeliaSonera 50,000 AstraZeneca Mölnlycke SCA Bravida 0 Source: Swedish Agency for Economic and Regional Growth/Statistics Sweden and the companies

Highest tourism employment in hotels & restaurants The hotel & restaurant sector had the highest share of tourism employment in 2010, with 75,300 (just over 45 percent) of the tourism industry’s total 162,100 employees. The second-largest sector was the combined travel and transport sector (travel agencies and all transport providers), which employed 33,200 individuals (20 percent), while the retail sector (goods) was not far behind with almost 31,800.

Number of employees (individuals, average) in diﬀerent tourism sectors 2010

Hotels & restaurants Goods 31 800 75 300 Culture, recreation, sport 13 800 Travel agencies 11 700 Other overland travel 10 800 Other services 7 500 Air travel 6 200 Rail travels 1 800 Rental 1 500 Sea travel 1 200 Other 500

0 20,000 40,000 60,000 80,000

Source: Swedish Agency for Economic and Regional Growth/Statistics Sweden

Tourism employment in hotels and restaurants shows highest growth Since 2000, the employment generated by tourism within the hotel and restaurant sector has shown the highest growth. 24,600 new jobs have been created, an increase of just over 48

25 EFFECTS OF TOURISM ON EMPLOYMENT

percent. The retail sector (goods) has gained 9,800 new jobs as a result of increased tourism. The culture and recreation sector has also experienced tourism employment growth, with 4,800 new jobs. However, tourism employment has shown a negative trend in the transport sector (-14%) and the travel agency sector (-13%), corresponding to a decline of 5,100 jobs since 2000.

Development of numbers of employed (individuals, average) with tourism within diﬀerent sectors

80,000 Hotels & restaurants Transport Goods Travel agencies Culture & recreation 60,000

40,000

20,000

0 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010

Source: Swedish Agency for Economic and Regional Growth/Statistics Sweden

Employment declining in many primary industries, but rising in tourism While employment in many of Sweden’s traditional primary industries has declined, tourism has supplied over 31,000 new jobs since 2000. Over the same period, the number of hours worked in agriculture, forestry & industrial fishing has fallen by almost 20 percent, and this sector has trailed tourism in terms of hours worked since 2006.

26 EFFECTS OF TOURISM ON EMPLOYMENT

Index for hours worked within tourism compared with some other key industries. Index 2000 = 100

120 Tourism Credit agencies and insurers Product manufacturers Engineering 110 Agriculture, forestry & shing

100

80 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010

Source: Swedish Agency for Economic and Regional Growth/Statistics Sweden

Satellite account measures the impact of tourism on the economy and employment Sweden has adopted the United Nations’ internationally accepted definition of tourism. Since 2000, the effects of tourism on the economy, export value and employment in Sweden have been measured using what are known as satellite account calculations, which collate the share of consumption coming from tourism in the different sectors in the national accounts. The satellite account measures the value of Swedish and foreign travellers’ direct consumption of Swedish goods and services. The method for satellite account calculation, the Tourism Satellite Account (TSA), is an internationally accepted method which has been developed by the UN World Tourism Organiza- tion (UNWTO) in collaboration with the OECD and travel and tourism bodies. In Sweden, calculations are carried out for the Swedish Agency for Economic and Regional Growth by the Na- tional Accounts at Statistics Sweden (SCB). Like other national accounts, the time series are revised annually and previous time series are not therefore always comparable with the latest published data.

27 INTERNATIONAL TOURISM

International tourism

Sweden increasing more than rest of Europe According to the UN World Tourism Organization (UN- WTO), worldwide international travel has increased by more than 110 percent since 1991. In recent years, significant growth in the Middle East and Asia has accounted for much of the global increase. In Europe, the increase has been almost 80 percent. Foreign tourism in Sweden, measured as the number of foreign nights spent, has grown by over 120 percent during the same period. This means that, as a destination, Sweden’s growth is the same as or better than the rest of the world, and considerably better than the rest of Europe. The -fi nancial crisis and recession were behind a 4-percent decline in global travel in 2009. Global travel showed a recovery in 2010, with growth of 6.6 percent. After a sharp decline of five percent in 2009, there was an increase of 3.5 percent in travel to and in Europe in 2010.

Index for worldwide trips with at least one overnight stay (UNWTO) and nights spent by foreign visitors at hotels, holiday villages and youth hostels in Sweden (Swedish Agency for Economic and Regional Growth/Statistics Sweden). Index 1991=100

220 Sweden 200 World Europe 180

160

140

120

100 91 92 93 94 95 96 97 98 99 00 01 02 03 04 05 06 07 08 09 10

Source: Swedish Agency for Economic and Regional Growth/Statistics Sweden, UNWTO

28 INTERNATIONAL TOURISM

World Tourism Organization predicts continuing growth Although global tourism trends have been somewhat irregular in recent years, the United Nations World Tourism Organiza- tion (UNWTO) is maintaining its long-term forecast for international travel contained in Tourism 2020 Vision, but is in the process of producing a new vision titled Tourism Towards 2030.

In its current vision, UNWTO predicts that international travel will rise globally by approx. 70 percent to a total of 1.6 billion trips by 2020. The corresponding increase in travel to and in Europe is expected to be just over 50 percent, reaching a total of 717 million trips by 2020. As shown above, Sweden has followed international volume trends since the early 1990s and has achieved volume growth on par with or better than the rest of the world and Europe.

World Tourism Organization’s Tourism 2020 Vision. Number of international arrivals (millions)

1,600 South Asia 1,400 Middle East 1,200 Africa 1,000 East Asia/Paciﬁc Americas 800 Europe 600 400 200 0 1950 1960 1970 1980 1990 2000 2010 2020

Source: UNWTO

Middle East and Asia growing faster than rest of the world Global travel increased by 6.6 percent in 2010. Travel to and within all parts of the world increased, although the growing economies of the Middle East and Asia accounted for the largest increases. According to UNWTO, this is a trend that is expected to continue in the future. Asia’s share of global travel will have increased to just over 25 percent by 2020, while Eu- rope’s share is expected to fall from just over 50 percent to approx. 45 percent by 2020.

29 INTERNATIONAL TOURISM

Distribution of international arrivals with overnight stays by continent/region 2010, with volume change from 2009, percent

Europe, 51 (+3.5) Asia/Paci c, 22 (+13.0) America,16 (+7.0) Africa, 5 (+6.0) Middle East, 6 (+14.0)

Source: UNWTO

Recovery for travel in most parts of Europe in 2010 As illustrated in the first diagram in this chapter, travel to and in Europe declined by approx. 5 percent in 2009. According to UNWTO’s preliminary calculations, travel recovered in much of Europe in 2010. However, total volumes in northern Europe remained at the same levels as in 2009. This is because travel to the UK and Ireland (included in UNWTO’s figures for northern Europe) continued to decline in 2010. In France, Spain and Italy, ranking among the top destinations in the world and the top destinations in Europe, the recovery was not as strong as for certain destinations in Central and West- ern Europe, which showed average growth of 4.2 and 5.1 percent in 2010.

International comparison of inbound tourism in Europe (percentage change between 2009 and 2010)

+11.8 Germany Netherlands +11.0 Norway +8.9 Hungary +7.2 Turkey +5.8 Western Europe +5.1 Central Europe +4.2 Sweden +3.8 Austria +3.5 Europe +3.5 Finland +3.3 France +2.8 Southern Europe +2.0 Spain +1.4 Italy 0.0 Northern Europe -0.1 UK -0.5 -2 0 2 4 6 8 10 12 Source: UNWTO and Swedish Agency for Economic and Regional Growth/Statistics Sweden

30 INTERNATIONAL TOURISM

Sweden has largest share of foreign nights spent at hotels in the Nordic region The Nordic region’s statistics for foreign nights spent at hotels in each country for the period January to November show that Sweden had the largest market share for foreign nights spent in the Nordic region in 2010. Although the number of foreign nights spent in Sweden increased in 2010, the Swedish market share of all foreign nights spent at hotels in the Nordic countries fell from 32.4 percent in 2009 to 31.7 percent in 2010. However, Sweden’s Nordic market share has increased from 28.6 to 31.7 percent since 2004.

Inbound tourism in Nordic Region, foreign nights spent in hotels, Jan-Nov (market share as a percentage)

35 Sweden Norway 31.7 30

25 24.2 24.1

20 20.0 Denmark Finland 15 2004 2005 2006 2007 2008 2009 2010

Source: Ylkänen/MEK and Swedish Agency for Economic and Regional Growth/Statistics Sweden

31 TOURISM IN SWEDEN

Tourism in Sweden

Steady increase in volumes The number of nights spent at Swedish hotels, holiday villages, youth hostels, campsites and in commercially arranged private cottages and apartments in 2010 rose to 52.4 million, which is an increase of 2.7 percent. These are the highest volumes ever recorded. It was the foreign market, i.e., foreign nights spent, which showed the highest growth, with an increase of 3.8 percent. Domestic nights spent rose by 2.4 percent in 2010. See page 60 for facts about the accommodation statistics.

Nights spent at hotels, holiday villages, youth hostels, PCAs* and campsites by market area (thousands)

60,000 52,406 + 2.7% Total 50,097 51,011 50,000 Swedish/ 39,603 domestic 38,133 38,681 +2.4% 40,000 Foreign/ inbound 30,000

20,000 12,803 11,964 12,330 +3.8% 10,000

0 2008 2009 2010

* Commercially arranged private Source: Swedish Agency for Economic and cottages and apartments Regional Growth/Statistics Sweden

Fastest growth for volumes from abroad The total number of nights spent in hotels, holiday villages and youth hostels has risen by over 43 percent since 1995. The increase for the domestic market was a little lower, at just over 37 percent. Growth for the foreign market was over 65 percent, and the foreign share of total volumes for hotels, holiday villages and youth hostels rose from 20.1 to 23.2 percent during the period.

32 TOURISM IN SWEDEN

Nights spent at hotels, holiday villages and youth hostels (thousands)

35,000 Inbound 30,000 Domestic 25,000

20,000

15,000

10,000

5,000

0 95 96 97 98 99 00 01 02 03 04 05 06 07 08 09 10

Source: Swedish Agency for Economic and Regional Growth/Statistics Sweden

Highest volumes in Dalarna and mayor city areas The majority of regions experienced volume increases in 2010. The largest numbers of nights spent were in the three main

Nights spent at hotels, holiday villages, youth hostels, PCAs* and campsites, by region, 2010

Millions of nights spent 8.2–10.1 4.5–5.5 2.1–2.7 1.1–2.0 0.9–1.0 0.6–0.9

Source: Swedish Agency for * Commercially arranged Economic and Regional private cottages and apartments Growth/Statistics Sweden

33 TOURISM IN SWEDEN

city areas, although Dalarna also recorded high volumes. Stockholm had the highest volume, with 10 million nights spent, followed by Västra Götaland (8.3 million), Dalarna (5.4 million) and Skåne (4.5 million).

Stockholm had the highest increase in 2010 Of the five largest regions in Sweden, Stockholm increased most in 2010, rising by 6.7 percent. Together, the three main city regions accounted for almost 44 percent of the total volumes, which was a slight increase on the 2009 figure (43 percent). Stockholm’s increase in volumes in 2010 was largely due to a recovery for business travel which also had a significant effect on accommodation revenue. Although accommodation revenue was highest in the three main city regions, the regional importance of tourism measured in revenue per capita is great- er for Gotland and Jämtland. See also the table on page 39.

Nights spent at hotels, holiday villages, youth hostels, PCAs* and campsites, ﬁve largest Swedish regions (thousands)

12,000 +6.7% 10,000 2008 +2.2% 2009 8,000 2010 6,000 +1.3% –1.1% 4,000 +4.2% 2,000

0 Stockholm V. Götaland Dalarna Skåne Jämtland

* Commercially arranged private Source: Swedish Agency for Economic and cottages and apartments Regional Growth/Statistics Sweden

The tree main city areas increasing more than the rest of the country Together, the three main city areas have increased their hotel, holiday village and youth hostel volumes by just over 47 percent since 1998. During the same period, volumes for the country as a whole increased by 37 percent. Volumes for both Stockholm and Västra Götaland increased by just over 48 percent. Nights spent in Skåne have increased by approx. 43 percent since 1998 and in Dalarna by approx. 15 percent.

34 TOURISM IN SWEDEN

Nights spent at hotels, holiday villages and youth hostels, in the four largest regions in Swedish (thousands)

10,000 Stockholm

8,000

6,000 V. Götaland

4,000

2,000 Skåne 0 Dalarna 98 99 00 01 02 03 04 05 06 07 08 09 10

Source: Swedish Agency for Economic and Regional Growth/Statistics Sweden

Hotels showed highest increase in 2010 The total number of nights spent at hotels, holiday villages, youth hostels, campsites and in commercially arranged private cottages and apartments in Sweden increased by 2.7 percent to 52.4 million in 2010. In 2010, the number of nights spent at hotels showed the highest increase, rising by 5.3 percent. Volumes at commercially arranged private cottages and apartments rose by 3.1 percent, while holiday villages increased by 0.7 percent and youth hostels by 0.3 percent. Total volumes at campsites decreased by 1 percent.

Nights spent by type of accommodation (thousands)

30,000 +5.3% 25,000 2008 2009 20,000 2010 15,000 –1.0%

10,000 +3.1% 5,000 +0.7% +0.3%

0 Hotels Campsites PCAs* Holiday villages Youth hostels

* Commercially arranged private Source: Swedish Agency for Economic and cottages and apartments Regional Growth/Statistics Sweden

Increase in number of leisure travellers in summer Summer 2010 generated almost 24 million nights spent in Sweden, which was an increase of approx. 3 percent on summer 2009. The summer months (June-August) accounted for

35 TOURISM IN SWEDEN

almost 46 percent of the year’s total volumes for hotels, holiday villages, youth hostels, campsites and commercially arranged private cottages and apartments. This was a slight increase on summer 2009. In general, there is always an increase in leisure travel in the summer months, while business travel, which generates higher revenue, declines. In 2010, the volumes increased in July and August, but declined in June. July was the summer month which showed the highest growth in abso- lute figures, while August increased most in relative figures.

Nights spent at hotels, holiday villages, youth hostels, PCAs* and campsites, month-by-month (thousands)

12,000 +4.1% 2008 10,000 2009

8,000 +5.6% 2010

6,000 –3.6%

+6.9% +0.6% 4,000 +2.0% +3.9% +0.5% +4.3% –0.9% +9.2% –2.3% 2,000

0 Jan Feb Mar Apr May Jun Jul Aug Sep Okt Nov Dec

* Commercially arranged private Source: Swedish Agency for Economic and cottages and apartments Regional Growth/Statistics Sweden

More beds at hotels, holiday villages and youth hostels The number of beds at Swedish hotels, holiday villages and youth hostels increased by less than 1 percent to 308,000 in

Beds at hotels, holiday villages and youth hostels (thousands)

350 Other accommodation 300 Hotels 250

200

150 100

50 0 92 93 94 95 96 97 98 99 00 01 02 03 04 05 06 07 08 09 10

Source: Swedish Agency for Economic and Regional Growth/Statistics Sweden Note: The major shift in bed share between 2001 and 2002 is due to a revised definition of the youth hostel category in January 2002. About 250 establishments were reclassified and moved from the hotel category to the youth hostel category at the end of 2001.

36 TOURISM IN SWEDEN

2010. The number of hotel beds increased by just over 1 percent, while the number of youth hostel and holiday village beds remained on par with 2009. Between 1992 and 2010, the number of beds for all three forms of accommodation increased by just over 35 percent.

Key figures for capacity 2010

Holiday Youth Hotels villages hostels Campsites Number of establishments 1,985 271 782 1 066 Number of rooms/cottages 110,413 8,113 - 108 843 pitches 11 973 cott. Number of beds 224,444 41,528 42,642 - Nights spent, millions 27.3 3.3 2.9 14.3 Occupancy rate/rooms/ 50% 37% - - cottages Occupancy rate, beds 37% 27% 25% - Source: Swedish Agency for Economic and Regional Growth/Statistics Sweden

High percentage of rooms sold to business travellers Overnight stays for conference and business travellers nor- mally involve one guest in a room. In the case of overnight stays for leisure travellers, it is much more likely that there will be more than one guest in a room. Consequently, conference and business travellers dominate the number of rooms sold by target group, together accounting for just over 60 percent of hotel rooms sold in 2010.

Target group distribution, hotel rooms occupied/sold in 2010 (percent)

Business travellers, 43.4 Conference guests, 18.8 Private group travellers, 7.6 Private individual travellers, 30.2

Source: Swedish Agency for Economic and Regional Growth/Statistics Sweden

Accommodation revenue increased in 2010 Hotels accounted for over 80 percent of volumes at Swedish hotels, holiday villages and youth hostels, and for 93 percent of total accommodation revenue in 2010. Holiday villages, the

37 TOURISM IN SWEDEN

Volumes and revenue by type of accommodation 2010 (percent)

VOLUMES/ ACCOMMODATION NIGHTS SPENT REVENUE Hotels, 81 Hotels, 93 Holiday Holiday villages, 10 villages, 3 Youth hostels, 9 Youth hostels, 4

Source: Swedish Agency for Economic and Regional Growth/Statistics Sweden second largest form of accommodation, accounted for 10 percent of volumes and 3.3 percent of accommodation revenue. Accommodation revenue for hotels rose by almost 1.4 billion or 8.4 percent in 2010, while the increase for holiday villages and youth hostels was almost 80 million or 6.7 percent.

Revenue grew more than volumes in 2010 In 2003, 2004 and 2005, volumes measured by the number of nights spent at hotels, holiday villages and youth hostels increased, while accommodation revenue fell. In 2006, 2007 and 2008, revenue grew considerably faster than volumes. The trend reversed during the 2009 recession, but in 2010 revenues grew faster than volumes once again. At current prices, total accommodation revenue for hotels, holiday villages and youth hostels has risen by approx. 24 percent since 2002. However, at 2002 prices, the increase is just 10 percent. Volumes measured as the number of nights spent increased by almost 25 percent during the same period. In 2010, the recovery in business trav-

Index for accommodation revenue (current prices) and volumes. Index 2002 = 100

125 Accommodation revenue 120 Volumes/nights spent 115

110

105

100

90 2002 2003 2004 2005 2006 2007 2008 2009 2010

Source: Swedish Agency for Economic and Regional Growth/Statistics Sweden

38 TOURISM IN SWEDEN

el was a key contributor to the increase in accommodation revenue for hotels.

Accommodation revenue as a measure of tourism’s regional significance Volumes measured by number of commercial nights spent are widely used as an indicator of tourism trends, both locally and regionally. This can be used as a stand-alone variable and the volume data on a national level can be supplemented with financial data on import and export values, added value, employment, etc. By also recording accommodation revenue from accommodation statistics, another variable is added to measure tourism’s regional significance. Although accommodation revenue is highest in the three main city regions, the regional importance of tourism measured in revenue per capita is higher for Gotland and Jämtland.

Accommodation revenue for hotels, holiday villages and youth hostels, by region and per inhabitant, 2010

Total accommodation Accommodation revenue per region revenue per 10/09, Region (SEK thousands) inhabitant, SEK percent Gotland 238,621 4,167 11.4 Jämtland 403,892 3,188 -0.1 Stockholm 6,542,866 3,185 12.9 Dalarna 709,203 2,560 4.0 Norrbotten 580,337 2,334 5.8 Västra Götaland 2,810,026 1,778 8.8 Kalmar 390,797 1,673 -0.5 Västerbotten 373,691 1,441 4.3 Halland 430,818 1,439 3.3 Skåne 1,776,822 1,429 2.1 Värmland 372,765 1,364 11.5 Västernorrland 321,169 1,324 4.0 Jönköping 439,847 1,306 1.9 Östergötland 557,081 1,297 6.4 Blekinge 194,098 1,267 8.0 Uppsala 413,483 1,231 13.6 Kronoberg 217,943 1,185 9.5 Södermanland 312,281 1,153 9.6 Örebro 308,485 1,101 4.4 Gävleborg 296,102 1,071 7.2 Västmanland 230,763 913 6.6 Whole country 17 921 089 1 734 8.3 Source:Swedish Agency for Economic and Regional Growth/Statistics Sweden

39 TOURISM IN SWEDEN

Liseberg most popular attraction The main purpose of the Swedish Agency for Economic and Regional Growth’s database of attractions is to allow analysis of changes in different attraction categories over time, and identification of changes in preferences and behaviour. Infor- mation on visitors who are tourists by definition is difficult to

Attractions in Sweden in 2010 with changes from 2009. The list shows the number of visits (in some cases estimated) to major attractions (permanent) in Sweden, and is based on data obtained from each establishment.

No. of 10/09, Attraction Location visits 2010 Change percent 1 Liseberg Gothenburg 2,900,000 -200,000 -6.5 2 Folkets Park Malmö 2,857,058 207,058 7.8 3 Kulturhuset Stockholm 2,090,743 -233,092 -10 4 Sälens Ski Resort 2 Malung 2,020,000,1 -54,000 -2.6 5 Fyrishov Uppsala 1,721,878 -56,122 -3.2 6 Globe Arena Stockholm 1,580,000 280,000 21.5 7 Stockholm Int. Fairs Stockholm 1,320,934 178,410 15.6 8 Gröna Lund Stockholm 1,305,612 57,477 4.6 9 Skansen Stockholm 1,285,122 -120,006 -8.5 10 Swedish Exhib. Ctr. Gothenburg 1,191,033 45,684 4.0 11 Eriksdal Pool Stockholm 1,135,057 -131,979 -10.4 12 Vasa Museum Stockholm 1,129,184 -25,431 -2.2 13 Åre/Duved, skiing Åre 1,060,0001 -28,000 -2.6 14 Rosvalla Nyköping 958,000 24,000 2.6 15 Royal Palace, total Stockholm 862,245 163,945 23.5 16 Ales Stenar Ystad 750,000 - - 17 Söderåsen Nature Res. Svalöv m fl 750,000 - - 18 Lund Cathedral Lund 700,000 -80,000 -10.3 19 Dunkers Kulturhus Helsingborg 655,571 -11,000 -1.8 20 Scandinavium Gothenburg 648,514 -30,975 -4.6 21 Uppsala Cathedral Uppsala 600,000 - - 22 Gustavsvik Waterpark Örebro 598,000 -102,000 -14.6 23 Idre Fjäll, skiing Älvdalen 568,0001 20,000 3.6 24 Swedish Museum Stockholm 545,000 -75,141 -12.1 25 Kolmårdens Wildlife P. Norrköping 543,185 -78,167 -12.6 26 Vemdalen/Klövsjö, Härjedalen 543,0001 -5,000 -0.9 skiing 27 Aqua Mera Pool Växjö 540,000 91,350 20.4 28 Mariebergsskogen, Karlstad 537,000 42,000 8.5 City Park 29 Universeum Gothenburg 519,761 -4,273 -0.8 30 Valhalla Pool Gothenburg 501,729 33,691 7.2

1 Number of skiing days 2009/10 season Source: Swedish Agency for Economic 2 Lindvallen/Tandådalen-Hundfjället/Kläppen/Stöten and Regional Growth/Resurs AB

40 TOURISM IN SWEDEN

collect and the proportion of attraction visitors who are tourists varies considerably depending on the type of attraction.

Västra Götaland accounts for almost half of all nights spent at guest marinas The Swedish Agency for Economic and Regional Growth and Riksföreningen Gästhamnar Sverige (RGS) conduct surveys to measure occupancy at Swedish guest marinas. A total of 1,487,144 nights were registered in guest marinas in 2010, which is an increase of 4.2 percent on the 2009 figure. Almost half (over 45 percent) of all nights spent were registered in Västra Götaland County, followed by Stockholm County with 16.7 percent. The remaining 38 percent was spread evenly around the country, with Skåne accounting for 9.4 percent and Kalmar to 6.1 percent of the total nights spent. Virtually every region showed an increase in the number of nights spent in 2010. The number of boat nights in guest marinas remained at about the same level as in 2009.

Total number of nights spent in guest marinas in private leisure boats, by region, 2010

Region Number Percentage 10/09, percent Västra Götaland 678,252 45.6 5.0 Stockholm 248,436 16.7 3.5 Skåne 140,033 9.4 3.1 Kalmar 89,998 6.1 5.5 Blekinge 63,641 4.3 11.5 Östergötland 1 62,017 4.2 2.8 Västernorrland 48,482 3.3 6.6 Sördermanland 46,113 3.1 5.0 Gotland 26,648 1.8 6.7 Halland 26,020 1.7 -2.5 Gävleborg 15,294 1.0 3.8 Värmland 12,225 0.8 23.8 Norrbotten 9,304 0.6 6.1 Västmanland 2 5,642 0.4 3.6 Örebro 5,628 0.4 34.0 Uppsala 5,561 0.4 -61.5 Västerbotten 3,850 0.3 4.0 Whole country 1,487,144 100% 4.2

1 Östergötland includes guest marinas from Jönköping County. Source: Swedish Agency 2 Västmanland includes guest marinas from Kopparberg for Economic and County which are part of the Strömsholm canal system. Regional Growth/RGS

41 DOMESTIC TOURISM

Domestic tourism

Domestic volumes continued to increase in 2010 The number of domestic/Swedish nights spent at hotels, holiday villages, youth hostels, campsites and in commercially arranged private cottages and apartments in Sweden increased by 2.4 percent to 39.6 million in 2010. However, between 1995 and 2010, the proportion of domestic nights spent at hotels, holiday villages and youth hostels fell from approx. 80 to just over 76 percent. In 2010, the number of domestic guest nights at hotels showed the biggest increase, rising by 5.6 percent. Volumes at youth hostels increased by 1 percent, holiday villages rose by 0.4 percent and commercially arranged private cottages and apartments showed a 2.6 percent increase. Do- mestic volumes at campsites declined by 2.6 percent.

Number of domestic nights spent, by type of accommodation, 2010 (thousands)

Hotels 20,975 (19,871) Campsites 10,920 (11,209) PCAs 1 2,888 (2,814) Holiday villages 2,575 (2,564) Youth hostels 2,246 (2,223) (Figures in brackets refer to 2009) 0 5,000 10,000 15,000 20,000 25,000

1 Commercially arranged private Source: Swedish Agency for Economic and cottages and apartments Regional Growth/Statistics Sweden In addition, approx. 53.9 (46.9) million nights were spent in accommodation provided by friends and relatives, approx. 32.3 (28.3) million in self-owned holiday cottages and apartments and approx. 7.2 (7.2) million in privately rented cottages and apartments. Source: Resurs AB/TDB

Gävleborg and Gotland have highest share of domestic tourism The majority of regions experienced volume increases in 2010. The largest numbers of domestic nights spent were in the three mayor city areas, although Dalarna also recorded high volumes.

42 DOMESTIC TOURISM

Stockholm had the highest volume, with almost 6.7 million nights spent, followed by Västra Götaland (5.9 million), Dalarna (4.5 million) and Skåne (3.5 million). The ratio of domestic nights spent to total nights spent varied considerably across the country. Gävleborg had the highest proportion of domestic volumes at almost 92 percent, followed by Gotland with just under 90 percent. At 57 percent, Kronoberg had the lowest share of domestic volumes, while Värmland, Stockholm, Norrbotten and Västa Götaland were also regions with a low share of domestic volumes in 2010. See also the table on page 53.

Number of domestic nights spent at hotels, holiday villages, youth hostels, PCAs* and campsites, by region, in 2010

Millions of nights spent 5.9–6.7 3.5–4.6 1.3–2.2 0.9–1.2 0.7–0.8 0.4–0.7

Source: Swedish Agency for * Commercially arranged Economic and Regional private cottages and apartments Growth/Statistics Sweden

Summer months accounted for over 43 percent of volumes The three summer months (June to August) accounted for just over 43 percent of the year’s total volumes. The two biggest

43 DOMESTIC TOURISM

Number of domestic/Swedish nights spent at hotels, holiday villages, youth hostels, PCAs* and campsites, by month (thousands)

10,000

+2.2% 2008 8,000 2009 2010 6,000 +5.5%

4,000 –3.6% +6.5% +0.7% –0.9% +3.5% +2.5% –0.3% +3.7% +11.5% –0.9% 2,000

0 Jan Feb Mar Apr May Jun Jul Aug Sep Okt Nov Dec

* Commercially arranged private Source: Swedish Agency for Economic and cottages and apartments Regional Growth/Statistics Sweden months, July and August, have shown an increase in volumes over the last three years.

Västra Götaland most popular with Swedish leisure travellers Swedish travellers made a total of 44.7 million trips with overnight stays in Sweden in 2010, which is an increase of almost 15 percent from 2009. Leisure travel accounted for almost 90 percent (39.7 million) of these trips, an increase of just over 13 percent from 2009. Business travel increased by over 20 percent

Travel destinations 2010, trips with overnight stays in Sweden (percent)

Region BUSINESS TRIPS Stockholm 29.1 Västra Götaland 16.6 Skåne 9.7 Jönköping 4.4 Dalarna 3.9 Uppsala 3.8 Västernorrland 3.7 Östergötland 3.1

Region LEISURE TRIPS Västra Götaland 16.6 Stockholm 15.4 Skåne 8.7 Dalarna 6.9 Halland 5.0 Kalmar 4.7 Östergötland 4.5 Jämtland 4.3 0 5 10 15 20 25 30

Source: Resurs AB/TDB

44 DOMESTIC TOURISM

in 2010, rising to over five million trips with an overnight stay. The tables below show trips with overnight stays and the percentage share of the total number of leisure and business trips. The tables are based on data obtained from the Travel & Tour- ism Database (TDB). Stockholm is the most important destination for domestic business travellers. More than one in four business trips with an overnight stay in Sweden was to Stock- holm. Almost 17 percent of business trips were to Västra Göta- land, while 9.7 percent were to Skåne. Just over 55 percent of all business trips in Sweden were to the three mayor city areas. Jönköping had a 4.4 percent share of domestic business travel, while the other regions were below 4 percent. With a 16.6 percent share, Västra Götaland was the most popular destination for leisure travel, followed by Stockholm (15.4 percent) and Skåne (8.7 percent). Approx. 40 percent of all domestic Swedish leisure trips were made to the three mayor city areas. Dalarna and Halland had 6.9 percent and 5 percent, respectively, while the remaining regions were all below 5 percent each.

Internal business travel and visiting friends and relatives most common purpose The most common reason for Swedish domestic business travellers’ trips with overnight stays was to make visits or attend meetings within their own company or organisation. This was

Main purpose of travel 2010, trips with overnight stays in Sweden (percent)

BUSINESS TRIPS Business trip/internal 34.1 Conf./convention/course 29.2 Business trip/external 16.9 Work at other location 15.8 Trade fair/exhibition 2.5 Study trip 1.2 tripIncentive/reward trip 0.2

LEISURE TRIPS 59.7 Visiting friends and relatives Getting away 24.6 Peace and quiet/relaxation 15.2 Staying in holiday cottage 15.0 Spending time with others 14.6 Wedding, funeral, baptism etc 7.3 Pleasure and entertainment 6.7 0 10 20 30 40 50 60

(Does not add up to 100% as more than one answer was possible) Source: Resurs AB/TDB

45 DOMESTIC TOURISM

the reason for over 34 percent of all business trips in 2010. The second most common reason was to attend a conference, convention, course or seminar. Business trips with an overnight stay in Sweden increased by over 20 percent in 2010. The percentage of individual business trips increased while there was a decline in the percentage of visits to conferences, conven- tions, courses and seminars. The number of leisure trips with overnight stays increased by just over 13 percent in 2010. Al- most 60 percent of Swedish leisure travellers made trips in Sweden to meet friends and family. This category has risen a little in recent years.

Large seasonal variations for travel in Sweden The general industrial holiday month of July still dominates leisure travel. However, business travel is lowest in June, July and August, peaking in April, May and September.

Business trips with stays in Sweden, by month, 2010 (thousands)

600

500

400

300

200

100

0 Jan Feb Mar Apr May Jun Jul Aug Sep Okt Nov Dec

Source: Resurs AB/TDB

Leisure trips with overnight stays in Sweden, by month, 2010 (thousands)

7 000

6 000

5 000

4 000

3 000

2 000

1 000 0 Jan Feb Mar Apr May Jun Jul Aug Sep Okt Nov Dec

Source: Resurs AB/TDB

46 DOMESTIC TOURISM

Car most common for travel in Sweden The car was by far the most popular method of transport for Swedish leisure and business travellers making trips in Swe- den. Three-quarters of leisure trips and just over half of business trips were by car. Rail was the second most frequently used method of transport for leisure trips and air travel for business trips. Total overnight trips increased by almost 15 percent in 2010, although the distribution of methods of transport has not shown any appreciable change in recent years.

Methods of transport 2010, trips with overnight stays in Sweden (percentage share of total trips)

BUSINESS TRIPS LEISURE TRIPS Car, 54.0 Car, 75.2 Air, 21.3 Train, 14.0 Train, 20.1 Bus, 5.2 Bus, 2.1 Air, 2.5 Other, 2.5 Other, 3.1

Source: Resurs AB/TDB

Increase in business and leisure travel, but decline in expenditure in 2010 Although the number of business trips with an overnight stay in Sweden increased by over 20 percent in 2010, expenditure per business traveller and per day fell by almost 10 percent. Business travellers spent an average of SEK 1,960 per person per day in 2010, which is almost five times as much as for leisure travellers. Leisure travellers spent an average of SEK 417 per person per day, which was a decline of just over 3 percent from 2009. One explanation for the big difference between business and leisure travellers is that almost all business overnight stays are arranged commercially, while a large proportion of leisure overnight stays are with friends and relatives.

Expenditure 2010, trips with overnight stays in Sweden (SEK per person per day)

Business trips 1,960 Leisure trips 417 0 500 1,000 1,500 2,000 2,500

Source: Resurs AB/TDB

47 DOMESTIC TOURISM

Most leisure trips per inhabitant originate from Västerbotten and Jämtland According to data from the Travel & Tourism Database (TDB), inhabitants of the three mayor city regions accounted for approx. 50 percent of all leisure trips with overnight stays in Sweden in 2010. This was a little below the three main city regions share of the total population. The corresponding proportion for business travel was also approx. 50 percent. The inhabitants of Västerbotten and Jämtland were the most frequent leisure travellers in Sweden, with an average of 5.8 trips per inhabitant (0–74 years), per year. Business trips with overnight stays in Sweden were also highest in Jämtland in 2010, with an average of one trip per inhabitant.

Home region 2010, trips with overnight stays in Sweden (thousands)

BUSINESS TRIPS Number Trips per inhabitant¹/year % of total Jämtland 112 1.0 2.2 Blekinge 134 1.0 2.7 Gävleborg 228 0.9 4.5 Jönköping 227 0.7 4.5 Dalarna 185 0.7 3.7 Västernorrland 158 0.7 3.1 Norrbotten 160 0.7 3.2 Värmland 165 0.7 3.3 Västerbotten 153 0.6 3.0 Västra Götaland 937 0.6 18.7 Halland 172 0.6 3.4 Östergötland 203 0.5 4.0 Stockholm 1,007 0.5 20.1 Skåne 593 0.5 11.8 Örebro 117 0.5 2.3 Kronoberg 74 0.4 1.5 Uppsala 133 0.4 2.7 Västmanland 95 0.4 1.9 Södermanland 98 0.4 2.0 Gotland 16 0.3 0.3 Kalmar 49 0.2 1.0 Whole country 5,017 0.6 100 t 1 0–74 years of age Source: Resurs AB/TDB

48 DOMESTIC TOURISM

Home region 2010, trips with overnight stays in Sweden (thousands), cont’d

LEISURE TRIPS Number Trips per inhabitant¹/year % of total t Västerbotten 1,376 5.8 3.5 Jämtland 663 5.8 1.7 Västernorrland 1,195 5.5 3.0 Jönköping 1,626 5.3 4.1 Kronoberg 845 5.1 2.1 Östergötland 1,933 4.9 4.9 Norrbotten 1,106 4.9 2.8 Uppsala 1,521 4.9 3.8 Gävleborg 1,209 4.9 3.0 Stockholm 9,121 4.8 23.0 Västra Götaland 6,823 4.7 17.2 Kalmar 982 4.7 2.5 Örebro 1,165 4.6 2.9 Dalarna 1,134 4.6 2.9 Västmanland 1,031 4.5 2.6 Värmland 1,085 4.4 2.7 Södermanland 975 4.0 2.5 Halland 1,074 3.9 2.7 Blekinge 532 3.9 1.3 Skåne 4,095 3.6 10.3 Gotland 161 3.1 0.4 Whole country 39,652 4.6 100 1 0–74 years of age Source: Resurs AB/TDB

49 INBOUND TOURISM

Inbound tourism

Increase in foreign volumes in 2010 The number of foreign nights spent at Swedish hotels, holiday villages, youth hostels, campsites and in commercially arranged private cottages and apartments rose by 3.8 percent to just over 12.8 million in 2010. Between 1995 and 2010, the share of foreign nights spent at hotels, holiday villages and youth hostels increased from 20.1 to 23.2 percent. In 2010, the number of foreign nights spent at hotels increased most (4.5 percent), followed by foreign nights spent at campsites, which rose by 4.2 percent. However, foreign volumes at youth hostels declined by 1.9 percent. Hotels was the most common type of commercial accommodation for foreign visitors to Sweden, accounting for almost half of all nights spent (6.3 million) in 2010. Campsites came next, with just over 3.4 million nights spent. Together, other types of accommodation accounted for just over 3 million foreign nights spent in 2010.

Foreign nights spent by type of accommodation, 2010 (thousands)

Hotels 6,363 (6,087) Campsite 3,405 (3,267) PCAs 1 1,618 (1,555) Holiday villages 726 (716) Youth hostels 691 (705) (Figures in brackets refer to 2009)

0 2,000 4,000 6,000 8,000

1 Commercially arranged private Source: Swedish Agency for Economic and cottages and apartments Regional Growth/Statistics Sweden

Highest share of foreign tourism for Kronoberg and Värmland The majority of regions experienced volume increases in 2010. In addition to the large volumes in the three mayor city areas, most foreign nights spent were in Värmland and Dalarna. Stockholm

50 INBOUND TOURISM

had the highest volume, with 3.3 million nights spent, followed by Västra Götaland (2.4 million) and Skåne (0.9 million). How- ever, the ratio of foreign nights spent to total nights spent varied considerably across the country. Kronoberg had the highest proportion of foreign volumes at 42.9 percent, followed by Värm- land which had just under 40 percent. Gävleborg and Gotland had the lowest proportion. See also the table on page 53.

Foreign nights spent at hotels, holiday villages, youth hostels, PCAs* and campsites, by region, in 2010

Millions of nights spent 2.3–3.4 0.8–1.1 0.4–0.8 0.2–0.4 0.1–0.2 0.07–0.1

Source: Swedish Agency for * Commercially arranged Economic and Regional private cottages and apartments Growth/Statistics Sweden

Norwegians most frequent foreign guests at commercial accommodation All except three of the 15 largest foreign markets showed an increase in 2010. Poland fell by 22.5 percent, Italy by 6 percent and Denmark by 4.4 percent. Norway, which is the largest individual market, increased by 8.9 percent. Other markets experiencing a large increase in 2010 were Belgium (+19.0%) and

51 INBOUND TOURISM

Switzerland (+16.1%). As a result of a global economic recovery, there was an increase in long-distance travel. Volumes from the USA, Sweden’s most important market outside Eu- rope, rose by 14.5 percent in 2010.

Foreign nights spent at hotels, holiday villages, youth hostels, PCAs* and campsites, by market, in 2010 (thousands)

Norway 3,177 (+8.9 %) Germany 2,599 (+1.3 %) Detnmark 1,539 (-4.4 %) Netherlands 686 (+0.5 %) UK 602 (+1.3 %) Finland 527 (+4.8 %) USA 410 (+14.5 %) France 298 (+6.1 %) Italy 297 (-6.0 %) Switzerland 240 (+16.1 %) Russia 225 (+15.3 %) Spain 182 (+4.9 %) Poland 151 (-22.5 %) Belgium 114 (+19.0 %) (Figures in brackets refer to Austria 107 (+9.3 %) percentage change from 2009) 0 1,000 2,000 3,000 4,000 * Commercially arranged private Source: Swedish Agency for Economic and cottages and apartments Regional Growth/Statistics Sweden

Largest increase of foreign volumes in July The volcanic eruption in Iceland and the associated disrup- tions to air traffic caused foreignnights spent to decline by more than 12 percent in April 2010. The largest volume increases were recorded in July and August, while the winter months of November, December and January showed declines.

Foreign nights spent at hotels, holiday villages, youth hostels, PCAs* and campsites, month-by-month (thousands)

4,000 +8.8% 3,500 2008 2009 3,000 2010 2,500 +6.0% 2,000 –3.4% 1,500 0.2% 1,000 +12.8% +8.9%+ +9.2% –3.0% –12.3% +6.4% –0.4% –7.9% 500 0 Jan Feb Mar Apr May Jun Jul Aug Sep Okt Nov Dec

* Commercially arranged private Source: Swedish Agency for Economic and cottages and apartments Regional Growth/Statistics Sweden

52 INBOUND TOURISM

Gotland and Uppsala show highest increase in foreign volumes On average, total volumes from abroad rose by 3.8 percent in 2010. Gotland experienced the largest increase (20 percent), followed by Uppsala (17.4 percent). Together, the three main city regions accounted for almost 53 percent of all foreign nights spent. The corresponding figure for domestic nights spent was just 40 percent. On average, foreign visitors accounted for just over 24 percent of all nights spent at hotels, holiday villages, youth hostels, campsites and commercially arranged private cottages and apartments. In addition to Kronoberg, Värmland and Stockholm, which had the highest proportion of foreign nights spent, Norrbotten, Västa Götaland, Jönköping and Ble- kinge were all above the national average in 2010. It can also be seen that some regions have a relationship between high volumes and a high proportion of foreign volumes.

Swedish and foreign nights spent at hotels. holiday villages. youth hostels. PCAs* and campsites. by region. 2010. with change from 2009

Inbound Change. Change. Total total inbound Region Number % 2010 10/09. % 10/09. % Kronoberg 323.940 42.9 755.081 2.8 -0.3 Värmland 828,642 39.2 2,111,579 7.7 3.9 Stockholm 3,362,596 33.5 10,048,122 6.7 5.5 Norrbotten 648,527 32.3 2,007,469 4.1 3.9 Västra Götaland 2,373,292 28.7 8,257,293 2.2 4.4 Jönköping 421,626 28.7 1,469,880 5.3 9.6 Blekinge 230,004 25.6 898,447 3.5 4.1 Skåne 1,024,659 22.6 4,532,988 -1.1 -5.1 Jämtland 555,064 21.3 2,605,439 4.2 9.5 Västerbotten 302,749 20.7 1,462,651 6.0 6.0 Örebro 211,122 18.8 1,123,169 3.4 9.4 Östergötland 242,951 16.9 1,441,701 2.5 5.9 Kalmar 430,367 16.6 2,586,894 -7.6 -11.1 Dalarna 900,934 16.6 5,437,984 1.3 12.8 Uppsala 158,687 16.1 986,868 7.1 17.4 Västmanland 98,762 15.6 635,059 -5.1 -7.2 Södermanland 153,344 15.3 1,002,336 0.1 -5.8 Halland 256,875 11.4 2,252,180 -0.9 -7.3 Västernorrland 102,414 11.1 923,116 -1.4 9.6 Gotland 97,392 10.5 926,927 12.7 20.7 Gävleborg 78,885 8.4 940,851 7.5 -3.8 Whole country 12,802,832 24.4 52 406,034 2.7 3.8 * Commercially arranged private Source: Swedish Agency for Economic and cottages and apartments Regional Growth/Statistics Sweden

53 INBOUND TOURISM

One in four nights spent from abroad are in Stockholm Stockholm, which accounted for just over 26 percent of all foreign nights spent in 2010, increased its volumes by 5.5 percent. However, Dalarna was the region among the ten largest regions that experienced the highest increase in volumes, which rose by 12.8 percent. Volumes in Kalmar and Skåne declined in 2010. This may be partly due to the fact that they recorded large increases in 2009.

Foreign nights spent at hotels, holiday villages, youth hostels, PCAs* and campsites, ten largest Swedish regions, 2010 (thousands), with change from 2009

3,500 +5.5

3,000

2,500 +4.4 2,000

1,500 –5.1 1,000 +12.8 +3.9 +3.9 +9.5 –11.1 500 +9.6 –0.3 0 Stock- Västra Skåne Dalarna Värm- Norr- Jämt- Kalmar Jön- Krono- holm Götaland land botten land köping berg

* Commercially arranged private Source: Swedish Agency for Economic and cottages and apartments Regional Growth/Statistics Sweden

Good growth for non-European markets The non-European markets achieved a growth of 15.5 percent in 2010. The USA showed the largest increase in nights spent, rising by 14.5 percent. However, Sweden’s neighbouring mar-

Foreign nights spent at hotels, holiday villages, youth hostels, PCAs* and campsites, by market area (thousands)

7,000 +0.7% 2008 6,000 +4.3% 2009 5,000 2010 4,000

3,000

2,000 +15.5%

1,000 0 Europe (excl. Nordic) Nordic (excl. Sweden) Non-European

* Commercially arranged private Source: Swedish Agency for Economic and cottages and apartments Regional Growth/Statistics Sweden

54 INBOUND TOURISM

kets have increased most during the last three years. The number of foreign nights spent originating from the Nordic region has increased by over 750,000, or 17 percent, since 2008. The rest of Europe, which is the largest individual market area outside Sweden, increased by almost 1 percent in 2010, but has declined by 1.4 percent since 2008. The main contributors to the decline were the UK and the Netherlands.

Norway and Germany the largest foreign markets Of the five largest foreign markets for hotels, holiday villages and youth hostels, Norway, Germany and Finland showed an increase in 2010, while Denmark and the UK declined. Den- mark has had the largest increase since 2002, with growth of almost 32 percent, followed by Germany (just over 29 percent), Finland, (26 percent) and Norway (almost 20 percent). Volumes from the UK have been virtually static since 2002.

Foreign nights spent at hotels, holiday villages and youth hostels, ﬁve largest foreign markets (thousands)

1,400 Norway 1,200 Germany

1,000 Denmark 800

600 UK 400

200 Finland 0 02 03 04 05 06 07 08 09 10

Source: Swedish Agency for Economic and Regional Growth/Statistics Sweden

Increase in the proportion of foreign nights spent The proportion of foreign nights spent at hotels, holiday villages and youth hostels has experienced a slow but steady increase from 20.1 to 23.2 percent between 1995 and 2010. Total foreign volumes at hotels, holiday villages and youth hostels have risen by just over 60 percent. During the same period, domestic volumes increased by approx. 38 percent.

55 INBOUND TOURISM

Foreign nights spent at hotels, holiday villages and youth hostels – percentage share of total number of nights spent, with trend line

24 23.3 23.2 22.9 23.0 23.1 22.8 22.9 23 22.5 22.3 22.4 22 21.5 21.4 21.3 20.8 21 20.5 20.1 20

18 95 96 97 98 99 00 01 02 03 04 05 06 07 08 09 10

Source: Swedish Agency for Economic and Regional Growth/Statistics Sweden

Västra Götaland top destination for Norwegians The regional distribution of the number of foreign nights spent in hotels, holiday villages, hostels, commercially ar-

Regional share of total nights spent in Sweden from Norway and Germany in 2010, percent

NORWAY GERMANY Under 2.5% Under 5.0%

12.4%

6.1%

9.0%

5.8%

14.2% 5.6% 7.2% 18.0%

32.2% 14.7%

6.9%

7.5% Source: 7.7% 10.3% Swedish Agency for Economic and Regional Growth/Statistics Sweden

56 INBOUND TOURISM

ranged private cottages and apartments (PCAs) and campsites for each foreign market/country varies across the country. The most popular destination with Norwegians, who accounted for almost 25 percent of all foreign nights spent in Sweden in 2010, was Västra Götaland, while Stockholm was most popular with Germans.

Good spread of nights spent from Denmark and the Netherlands Denmark, with just over 1.5 million nights spent in Sweden, is the third largest foreign market. 25 percent of nights spent by residents of Denmark in 2010 were in Dalarna. Just over 17 percent of the 685,000 nights spent from the Netherlands in 2010 were in Stockholm, while almost 16 percent were in Dalarna.

Regional share of total nights spent in Sweden from Denmark and the Netherlands in 2010, percent

DENMARK NETHERLANDS Under 4.0% Under 3.5%

25.0% 15.8%

4.9% 7.8% 10.7% 17.4%

12.3% 13.9%

6.5% 6.2%

Source: 6.2% 3.5% 14.6% 10.2% Swedish Agency for Economic and Regional Growth/Statistics Sweden

57 INBOUND TOURISM

Stockholm top destination for UK and Finnish travellers Over half of the total nights spent by UK residents in 2010 were in Stockholm. Västra Götaland, with almost 17 percent, was also a popular destination with UK travellers. Stockholm was also the top destination for Finnish travellers, although Norrbotten and Jämtland also had high market shares.

Regional share of total nights spent in Sweden from the UK and Finland in 2010, percent

UK FINLAND Under 1.6% Under 3.7%

3.1% 10.9%

3.7% 9.2%

1.7% 4.1%

51.2% 35.7%

2.2% 3.7% 16.8% 7.1%

Source: 8.8% 4.9% Swedish Agency for Economic and Regional Growth/Statistics Sweden

High concentration to Stockholm from the USA and France Over 60 percent of nights spent from the USA and 53 percent from France were in Stockholm. Västra Götaland, with more than 14 percent, and Skåne, with just over 7 percent of nights spent from the USA and France, were also important destinations.

58 INBOUND TOURISM

Regional share of total nights spent in Sweden from the USA and France in 2010, percent

USA FRANCE Under 1.2% Under 1.6%

1.2% 5.9%

1.5% 1.8% 2.6%

60.7% 53.6% 1.8%

1.6% 1.6% 14.9% 14.5%

Source: 7.3% 7.8% Swedish Agency for Economic and Regional Growth/Statistics Sweden

Increase of foreign nights spent at guest marinas in 2010 The proportion of foreign nights spent at Swedish guest marinas was approx. 40 percent in 2010, which is a considerably higher proportion than for other types of commercial accommodation. Both the proportion and volumes increased in 2010. The largest foreign markets were Germany with 11.4 percent, Denmark with 11.3 percent and Norway with 8.5 percent of all nights spent. Volumes from abroad increased by 34,000 nights spent, corresponding to 6.1 percent, in 2010. Volumes for guest marinas rose by 4.2 percent, with domestic/ Swedish nights spent increasing by 3 percent in 2010.

59 INBOUND TOURISM

Nights spent at guest marinas on private leisure boats, by nationality, 2010

Nationality Nights spent Percentage 10/09, % Sweden 893,775 60.1 3.0 Germany 169,534 11.4 10.0 Denmark 168,047 11.3 21.4 Norway 126,407 8.5 -23.6 Finland 55,024 3.7 83.6 Netherlands 22,307 1.5 -34.9 Rest of Europe 49,076 3.3 56.5 Rest of World 2,974 0.2 -47.9 Total 1,487,144 100 4.2 Source: Tillväxtverket/RGS

Accommodation statistics The accommodation statistics is part of Sweden’s official statistics and is produced for the Swedish Agency for Economic and Regional Growth by Statistics Sweden (SCB). The statistics include accommodation in hotels, holiday villages, youth hostels, campsites and commercially arranged private cottages and apartments (PCAs). The statistics include volumes for the number of nights spent, guest nationalities, numbers of rooms sold, average room revenue, occupancy rates and growth in different parts of Sweden. Over 3,000 establishments provide monthly data. The statistics are reported back the information providers, although many other parties also rely on them for effective decision support data. Policy makers, authorities, the business community, tourism organisations, tourism consultants and research institutions use the statistics for their own analyses.

60 OUTBOUND TOURISM

Outbound tourism

Large proportion of leisure trips According to data from Resurs AB and the Travel & Tourist Data Base (TDB), the number of trips abroad with overnight stays rose by 11.5 percent in 2010. This represented a strong recovery for travel abroad after a similarly large decline (12%) in 2009. 2.2 million of the 13 million trips abroad with overnight stays by Swedes in 2010 were business trips, while 10.8 million were leisure trips. The tables below show the most common destinations and purpose to travel (unless otherwise specified).

Finland and Spain top destinations for Swedes Finland, with over 11 percent of all foreign overnight trips, and Spain, with 9.6 percent, were the most popular destinations. There was a sharp increase in the number of trips to both Finland and Spain in 2010. With the exception of the USA, all the top ten foreign destinations showed an increase.

Travel destinations 2010, total number of trips abroad (business and leisure) with overnight stays (thousands)

2000 Share of total number of trips 2010 (percent)

1500 Finland 11.4 Spain 9.6 Denmark 9.3 Germany 9.3 1000 Norway 7.6 UK 5.7 Italy 4.4 500 France 4.3 Malay Peninsula1 3.8 USA 3.7

0 00 01 02 03 04 05 06 07 08 09 10

1 Thailand, Malaysia etc Source: Resurs AB/TDB

61 OUTBOUND TOURISM

Germany, Italy and Finland were the top ten destinations that recorded the largest increases in 2010. Travel to the top ten destinations, which accounted for almost 70 percent of all travel abroad in 2010, has increased by 27 percent since 2000.

Germany top destination for business travellers A total of 2.2 million business trips abroad with overnight stays were made in 2010. Germany was the largest destination with just over 306,000 trips, and accounted for almost 14 percent of all business trips abroad. Because approx. 83 percent of all trips abroad are leisure trips, the top ten leisure destinations do not differ much from the top ten destinations for all trips abroad.

Travel destinations 2010, number of trips abroad with overnight stays (thousands)

BUSINESS TRIPS Germany 306 Norway 289 Finland 277 Denmark 207 UK 172 France 129 USA 101 Belgium 89 Italy 83 Spain 58

LEISURE TRIPS Finland 1,206 Spain 1,196 Denmark 1,009 Germany 906 Norway 702 UK 575 Italy 489 Malay Peninsula1 475 Turkiet 452 France 437 0 300 600 900 1,200

1 Thailand, Malaysia etc Source: Resurs AB/TDB

Individual business trips and getting away most common purpose The main reason for Swedish business trips abroad in 2010 was individual business trips. Swedish leisure travellers trav- elled primarily in order to get away, although visiting friends and relatives was also a common reason.

62 OUTBOUND TOURISM

Main purpose of travel 2010, trips abroad with overnight stays (percent)

BUSINESS TRIPS Business trip/internal 39.4 Business trip/external 20.0 Conf./convention/course 18.5 Work at another location 13.8 Trade fair/exhibition 4.8 Study trip 3.0 Incentive/reward trip 0.4

LEISURE TRIPS Getting away 37.5 Visiting friends and relatives 28.3 Sun and beach 23.0 Peace and quiet/relaxation 21.3 Pleasure and entertainment 15.1 Spending time with others 11.1 Food & drink 10.7 Diﬀerent experiences 9.8

0 10 20 30 40 50 (Does not add up to 100% as more than one answer was possible.) Source: Resurs AB/TDB

Business trips abroad with overnight stays, by month, 2010 (thousands)

350

300

250

200

150

100

50 0 Jan Feb Mar Apr May Jun Jul Aug Sep Okt Nov Dec

Source: Resurs AB/TDB

Leisure trips abroad with overnight stays, by month, 2010 (thousands)

2,000

1,500

1,000

500

0 Jan Feb Mar Apr May Jun Jul Aug Sep Okt Nov Dec

Source: Resurs AB/TDB

63 OUTBOUND TOURISM

Seasonal variations in trips abroad The general industrial holiday month of July still dominates leisure travel, although August is now an important month for travel. However, business travel is lowest in July and August, peaking in January, May and October.

Air travel most popular for foreign destinations Air travel was the most common method of transport for business and leisure trips with overnight stays. Just over 62 percent of all leisure trips abroad and more than three out of four business trips with overnight stays were by air. Just over 40 percent, or almost 4.5 million, of all leisure trips were by scheduled flights, while just over 20 percent, or almost 2.3 million trips, were by charter flights. The proportion of leisure trips by scheduled flights has risen in recent years. Travel by car, ferry and bus was considerably more common for leisure trips than for business trips.

Methods of transport 2010, number of trips abroad with overnight stays (percent)

BUSINESS TRIPS LEISURE TRIPS Air, 76.5 Air, scheduled, 41.4 Car, 14.1 Air, charter, 21.1 Ferry, 5.1 Car, 19.0 Bus, 2.1 Ferry, 10.2 Train, 1.7 Bus, 4.5 Other, 0.5 Train, 2.7 Other, 1.1

Source: Resurs AB/TDB

Slight increase in business travellers’ expenditure in 2010 In 2010, Swedish business travellers spent an average of SEK 3,365 per person per day when travelling abroad, an increase of approx. 4 percent on the previous year’s figure. Leisure travellers’ average expenditure per person per day in 2010 remained at the same level as in 2009.

Expenditure 2010, trips abroad with overnight stays (SEK per person, per day)

Business trips 3,365 Leisure trips 966 0 1,000 2,000 3,000

Source: Resurs AB/TDB

64 OUTBOUND TOURISM

Residents of Stockholm travel most abroad An average of 1.3 leisure trips abroad (with overnight stays) per person (0–74 years) were made in Sweden in 2010. After Stockholm, which accounted for an average of 1.7 trips abroad per person, the inhabitants of Skåne (1.4 trips abroad per person) and Halland (1.3 trips abroad per person) made most leisure trips abroad in 2010. On average, three out of ten Swedes made a business trip abroad in 2010. The highest number of business trips originated from Stockholm and Blekinge, where four out of ten persons made a business trip abroad in 2010. However, business travel was not evenly distributed among the inhabitants of each region; some individuals make a large number of trips while others do not travel at all.

Home region 2010, number of trips abroad with overnight stays (thousands) BUSINESS TRIPS Number Trips per inhabitant¹/year % of total Stockholm 762 0.4 34.4 Blekinge 49 0.4 2.2 Västra Götaland 450 0.3 20.3 Uppsala 93 0.3 4.2 Västmanland 62 0.3 2.8 Östergötland 100 0.3 4.5 Halland 69 0.3 3.1 Västerbotten 58 0.2 2.6 Gävleborg 56 0.2 2.5 Skåne 249 0.2 11.2 Värmland 46 0.2 2.1 Jämtland 19 0.2 0.9 Västernorrland 31 0.1 1.4 Dalarna 35 0.1 1.6 Jönköping 42 0.1 1.9 Örebro 29 0.1 1.3 Kronoberg 18 0.1 0.8 Kalmar 17 0.1 0.8 Södermanland 20 0.1 0.9 Norrbotten 15 0.1 0.7 Gotland - - - Whole country 2,217 0.3 100 t 1 0–74 years of age Source: Resurs AB/TDB

65 OUTBOUND TOURISM

Home region 2010, number of trips abroad with overnight stays (thousands), cont’d

BUSINESS TRIPS Number Trips per inhabitant¹/year % of total Stockholm 3,290 1.7 30.4 Skåne 1,554 1.4 14.4 Halland 355 1.3 3.3 Västra Götaland 1,868 1.3 17.3 Södermanland 315 1.3 2.9 Örebro 302 1.2 2.8 Uppsala 353 1.1 3.3 Blekinge 153 1.1 1.4 Västmanland 250 1.1 2.3 Gävleborg 257 1.0 2.4 Östergötland 404 1.0 3.7 Kalmar 213 1.0 2.0 Värmland 247 1.0 2.3 Dalarna 246 1.0 2.3 Jönköping 283 0.9 2.6 Norrbotten 207 0.9 1.9 Gotland 47 0.9 0.4 Jämtland 91 0.8 0.8 Kronoberg 130 0.8 1.2 Västernorrland 152 0.7 1.4 Västerbotten 107 0.5 1.0 Whole country 10,825 1.3 100 1 0–74 years of age Source: Resurs AB/TDB

66 INTERNATIONAL MEETINGS

International meetings

Stockholm seventeenth in the world in 2010 Stockholm was ranked 17th in the list of the world’s major conference cities in 2010. However, Stockholm’s 89 international meetings represented a decline of 13 meetings since 2009. Gothenburg was in 54th place with 34 meetings, an increase of one meeting since 2009. Uppsala was in 96th place, with 19 meetings, an increase of five meetings since 2009.

Number of international meetings by city/country 2010

City Meetings Country Meetings 1 Vienna 154 1 USA 623 2 Barcelona 148 2 Germany 542 3 Paris 147 3 Spain 451 4 Berlin 138 4 UK 399 5 Singapore 136 5 France 371 6 Madrid 114 6 Italy 341 7 Istanbul 109 7 Japan 305 8 Lisbon 106 8 China 282 9 Amsterdam 104 9 Brazil 275 10 Sidney 102 10 Switzerland 244 11 Taipei 99 11 Australia 239 12 Beijing 98 12 Canada 229 BuenosAires 98 13 Netherlands 219 14 London 97 14 Austria 212 15 Copenhagen 92 15 Portugal 194 16 Seoul 91 16 Sweden 192 17 Stockholm 89 21 Finland 160 28 Helsinki 67 24 Denmark 136 40 Oslo 49 26 Norway 125 54 Gothenburg 34 96 Uppsala 19 146 Malmö 12 159 Lund 11 Source: ICCA

67 INTERNATIONAL MEETINGS

Copenhagen was the Nordic capital with the highest number of meetings in 2010. The Danish capital was ranked 15th in the world with 92 meetings. Helsinki occupied 28th place and Oslo 40th place in the world rankings.

Sweden in 16th place in the 2010 world conference ratings With 192 conferences, Sweden was ranked 16th in the world’s conference countries for 2010. This was an increase of eight meetings since 2009. Looking at Sweden’s Nordic neighbours, Finland was ranked 21st, with 160 meetings, which is an increase of 36 meetings since 2009. Denmark and Norway came 24th and 26th respectively in the world list, which was headed by the USA and Germany.

Sweden hosts most meetings in Nordic region Sweden is the Nordic destination that has hosted the most international meetings since 2000. However, with 57 more meetings in 2010 than in 2000, Finland is the destination with the largest increase in the number of meetings, closely followed by Sweden, which hosted 56 more meetings in 2010 than in 2000. Norway increased its number of meetings by 43 and Denmark by 50 compared with 2000.

Number of international meetings in the Nordic region

200 Sweden Denmark 160

120

80 Finland 40 Norway

0 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010

Source: ICCA

The statistics provided by the International Congress and Con- vention Association (ICCA) include meetings with more than 50 participants, which are held regularly and move between at least three countries.

68 DEFINITIONS AND SOURCES

Definitions and sources

UN definition of tourism Sweden has adopted the United Nations’ internationally accepted definition of tourism. Tourism comprises the activities of persons travelling to and staying in places outside their usual environment for not more than one consecutive year for leisure, business or other purposes.

Forms of tourism There are three defined forms of tourism which describe trips that cross land borders. “Country” in this definition can be replaced by region, municipality or other administrative area. 1. Domestic tourism Residents of a particular country travelling in that country. 2. Inbound tourism People travelling in a particular country who are residents of another country. 3. Outbound tourism Residents of a particular country who are travelling in another country.

Although the reporting in this publication refers to the three basic forms of tourism separately, it also covers the total of domestic and inbound volumes in Sweden under the heading “Tourism in Sweden”.

In the chapter entitled “International tourism”, volumes are reported in terms of numbers of trips abroad with at least one overnight stay, numbers of international arrivals or foreign nights spents in each country or part of the world.

69 DEFINITIONS AND SOURCES

Source: Swedish Agency for Economic and Regional Growth and information from: International Congress and Convention Association (ICCA) Swedish National Accounts (NR) Resurs AB/Travel & Tourism Database (TDB) Riksföreningen Gästhamnar Sverige (RGS) Statistics Sweden (SCB) Sweden’s central bank/Statistics Sweden Tom Ylkänen/Finnish Tourist Board (MEK) World Tourism Organization (UNWTO)

When quoting, please remember to acknowledge the source.

facilitating entrepreneurship. for nationwide, sustainable growth by Tillväxtverket – is to work pro-actively Economic and Regional Growth – The aim of the Swedish Agency for www.tillvaxtverket.se Tel +46 8 681 91 00 Swedish Agency for Economic and Regional Growth Tillväxtverket this publication. where you can also order or download Tourism industry issues and statistics tillvaxtverket.se under found on the Agency’s website www. ment of tourism in Sweden can be More information about the develop Swedish economy. of tourism and its effects on the of knowledge about the development and the production and dissemination responsible for official tourism statistics, entrepreneurship. The Agency is also promotion of tourism initiatives and and develops enterprise policies for the responsible for tourism industry issues, and Regional Growth is the authority The Swedish Agency for Economic Sweden about the development of tourism in Regional Growth provides knowledge The Swedish Agency for Economic and

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