Since 2021, Visit Sweden has closely tracked public sentiment toward tourism—and the results continue to be encouraging. The latest findings, gathered ahead of and during the 2024 summer season, reveal that Swedes remain broadly positive about welcoming visitors. In Stockholm, the nation’s most popular destination, that hospitality is particularly strong: a November 2024 survey by the Origo Group found that nine in ten city residents feel open and welcoming toward tourists.
This friendliness is matched by the country’s tourism capacity. While international travelers are more likely to book commercial accommodations, Swedish residents still account for roughly 75% of all overnight stays in hotels, hostels, and campgrounds. The domestic share remains high, but available infrastructure suggests Sweden is well-equipped to host more international guests without becoming overwhelmed.
The ongoing debate between overtourism and undertourism continues to surface globally—and Sweden is no exception. However, concerns about overtourism in the country often stem more from isolated experiences like crowding or litter, rather than an overall excess of visitors. In fact, it’s not always clear whether these pressures originate from tourists or residents themselves.
Significantly, half of Sweden’s commercial lodging capacity remains unused over the course of a typical year. Even during the peak season months of May through August 2024, average hotel occupancy rates suggest there’s still plenty of room to grow. In May, rates hovered at 58%, dipped slightly to 57% in June, climbed to 68% in July, and settled at 64% in August.
These numbers reflect what tourism officials see as untapped opportunity. “We have significant room for growth in Sweden’s tourism sector,” said Susanne Andersson, CEO of Visit Sweden. “By spreading travel more evenly across the year and the country, we can unlock that potential together with the industry.”
For now, Sweden’s welcoming attitude, combined with underutilized accommodations and infrastructure, offers a compelling case for sustainable tourism development. The challenge—and opportunity—lies in managing growth wisely, ensuring that both visitors and locals benefit from a thriving, balanced tourism economy.