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Source Market:Sweden

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Source Market Sweden
Reference Year 2011
Population 9.4 million
GDP one Year Development +3.9%
GDP per Capita 40,400 €
Travel Propensity total 86%
Holiday Travel Propensity 72%
No. of international Trips 9.7 million
Frequency of int. Trips 1.3 per year
Spending per int. Trip 954 €
Duration of int. Trips 6.8 days
Holiday share of int. Trips 74% of all trips
Main holiday reason 2011: NATURE 13% of population
Main holiday reason 2011: CULTURE 13% of population

Sweden (Sverige) is the largest of the Nordic countries in Northern Europe. It borders Norway and Finland and is connected to Denmark via the bridge of Öresund (Öresundsbron). The Baltic Sea lies to the east of Sweden, as well as the Gulf of Bothnia, which separates Sweden from most of Finland.

Contents

Country Profile

Icon Globe.png Geography/Population

  • Land area: 450,295 km² (country comparison to the world: 56)
  • Population: 9.4 million inhabitants (country comparison to the world: 92); 21 inhabitants/km²; 86.6% Swedish, 1.9 Finns, 1,1% Iraqi, 0.8 Yugoslavs, every 0.6% Polish, Bosnian, Irani, every 0.5% Danish, Norwegian, German, 6.3% other
  • Biggest Cities: Capital Stockholm (1.279,000), Göteborg (500,000), Malmö (281,000), Uppsala (195,000), Lindköping (142,000)
  • Urbanisation: 85% of the Swedish population live in cities
  • Religions: Lutheran 87%, other (includes Roman Catholic, Orthodox, Baptist, Muslim, Jewish, and Buddhist) 13%
  • Languages: Swedish (official), small Sami- and Finnish-speaking minorities
  • Age structure (Median age: 42.2 years):
0-14 years: 15.4%
15-64 years: 64.8%
65+ years: 19.7%
  • Population projection: Following the European trend there will be small population growth in the future (2025: 10.2 million inhabitants)

Source: CIA - The World Factbook 2012 [1], UN Population divison 2010 [2]


Icon Vote.png Politics

  • Government type: unitary parliamentary democracy under a constitutional monarchy
  • Chief of state: King CARL XVI Gustaf (since 1973)
  • Head of government: Fredrik Reinfeldt (since 2006)
  • Administration: 21 provinces

Source: CIA - The World Factbook 2012 [1]


Icon Money.png Economy

2007 2008 2009 2010 2011 2012* 2013* 2015*
GDP (PPP) in billion US$ 344.2 349.1 335.7 359.4 381.7 389.9 405.0 443.9
GDP development +6.4% +1.4% -3.8% +7.1% +3.9% +6.2% +2.1%
GDP per capita (PPP) in US$ 37,500 37,700 35,900 38,200 40,400 41,100 42,500 46,200
Inflation rate 1.7% 3.3% 2.0% 1.9% 1.4% 2.5% 2.0% 2.0%
Unemployment rate 6.1% 6.2% 8.3% 8.4% 7.5% 7.5% 7.7% 6.5%
*2012, 2013, 2015 data: estimates by IMF, April 2012
  • GDP-composition by sector: services: 70.9% industry: 27.3% agriculture: 1.8%
  • Swedens economy is heavily based towards foreign trade and big global cooperations (e.g. Volvo, Ericsson, Saab, Astra Zeneca)
  • Import- and export: Most important partners are Germany, Norway, Denmark, UK, Netherlands, Finland, France and USA (export)
  • Currency: Swedish kronor (1 Krone (Skr)= 100 Øre): 1 Euro = 9.9702 skr (April 2011)
  • Income distribution: The Swedish distibution of income is very balanced (above-average, position 7 worldwide)
  • HDI (Human Development Index): Sweden is a „Very High Human Development“ Country (2011: country comparison in the world: 10)
  • Media access: 86% of Swedish households with Internet access; 190 phones per 100 inhabitants; ICT Development Index (IDI), worldwide benchmarking of communication infrastructure: Rank 1
  • OECD Better Life Index: Sweden performs exceptionally well in overall well-being, as shown by the fact that it ranks among the top countries in a large number of topics in the Better Life Index. Click here to have a look at Sweden's Better Life profile.

Source: IMF World Economic Outlook Database [3], CIA - The World Factbook 2012 [1], DZT Incoming Schweden 2012 [4], UNDP Human Development Report 2011 [5], OECD Factbook (2011-2012) [6], ITU International Telecommunication Union [7]

Tourism Demand

Icon Suitcase.png General

  • Travel propensity: 86% of the Swedish travelled at least once in 2011, either for business or private purposes. This is the fourth highest value of all European countries [EU27: 72%]. Note: travelling was defined as spending one night away from home, for private or business purposes.
  • "Private" travel propensity:
72% of the Swedish travelled – for private reasons – at least once in 2011
  • Travel frequency of the Swedish travellers (private or business):
11% of them made exactly one trip in 2011
9% made two
11% made three
16% four to five
20% six to ten
19% more than ten trips

Source: Flash Eurobarometer 334 (2012) [8]


Icon Plane.png International travel

2004 2005 2006 2007 2008 2009 2010
Number of international trips of the Swedish 9.3 million 10.1 million 10.2 million 10.7 million 10.7 million 9.3 million 9.7 million
  • Holiday/business/VFR: 74% of the 9.7 million international trips in 2010 were holiday, 15% business, 11% VFR (visiting friends and relatives)
  • Long/short holidays: 68% of the 7.2 million private trips abroad in 2010 were "long" holiday trips (4+ nights), 32% were "short" holiday trips (1-3 nights)
  • Frequency of international travel: on average, every Swedish (15+ years old) took 1.3 international trips in 2010
  • Regional source markets: 43% of international trips in 2010 originated from Southern Sweden, 25% from the greater area of Stockholm, 24% from Middle Sweden and 8% from Northern Sweden
  • Destinations all international trips 2010:
1. Germany (15%; 1.4 million)
2. Spain (10%; 1.0 million)
3. Norway (8%; 0.8 million)
4. Asia/Pacific Region (8%; 0.8 million)
5. Denmark (8%; 0.8 million)
  • Duration of international trips of the Swedish 2010: 6.8 nights
International holiday trips: 7.3 nights
International VFR trips: 8.0 nights
International business trips: 4.2 nights
  • International travel spendings 2010: total 9.2 billion Euro - corresponding to 954 Euro per international trip and 139 Euro per night abroad. Note: including all costs of travel and transport at home and at the destination

Source: IPK International: World Travel Monitor 2010. In: DZT Incoming Schweden 2012 [4]


Icon Info.png Most important holiday information sources

  1. Recommendations of friends, colleagues or relatives 60% [EU27: 52%]
  2. Internet websites 50% [EU27: 40%]
  3. Personal experience 33% [EU27: 32%]
  4. Newspaper, radio, TV 12% [EU27: 7%]
  5. Social media sites 11% [EU27: 5%]
  6. Free catalogue, brochures 10% [EU27: 11%]
  7. Travel/tourist agencies 10% [EU27: 16%]
  8. Paid for guidebooks and magazines 9% [EU27: 7%]
  9. Other 2% [EU27: 2%]

Source: Flash Eurobarometer 334 (2012) [8]


Icon Umbrella.png Holiday travel behaviour 2011

  • Main motivation for going on holidays 2011
  1. Visiting friends/relatives 39% [EU27: 28%]
  2. Spending time with your family 38% [EU27: 32%]
  3. Rest/recreation (including Wellness/health treatment) 34% [EU27: 48%]
  4. Sun/beach 32% [EU27: 28%]
  5. Sports-related (e.g. scuba-diving, cycling etc…) 14% [EU27: 10%]
  6. Nature (mountain, lake, landscape etc…) 13% [EU27: 18%]
  7. City trip 13% [EU27: 16%]
  8. Culture/religion 13% [EU27: 14%]
  9. Other 3% [EU27: 3%]

  • Visited countries for a minimum of 4 nights (at least once in 2011)
  1. Sweden 57% [EU27: 1%]
  2. Spain 15% [EU27: 11%]
  3. Italy 10% [EU27: 9%]
  4. France 8% [EU27: 8%]
  5. Germany 8% [EU27: 5%]
  6. Greece 7% [EU27: 4%]
  7. UK 4% [EU27: 3%]
  8. Denmark 4% [EU27: 1%]
  9. Austria 3% [EU27: 5%]

  • Methods of arrangement (at least once in 2011)
  1. The internet 64% [EU27: 53%]
  2. Through someone I know 25% [EU27: 22%]
  3. Through a travel agency 21% [EU27: 23%]
  4. Over the phone 20% [EU27: 18%]
  5. On-site (place of holidays) 9% [EU27: 9%]
  6. Over a counter of a transportation company (airline) 5% [EU27: 4%]
  7. Other 5% [EU27: 8%]

  • Type of holiday (at least once in 2011)
  1. Holidays where transport and accomodation are bought separately 54% [EU27: 49%]
  2. Package Tour (transport and accomodation are bought together) 29% [EU27: 23%]
  3. All inclusive holiday 17% [EU27: 27%]

  • Means of transport (at least once in 2011)
  1. Car 74% [EU27: 78%]
  2. Airplane 67% [EU27: 46%]
  3. Train 33% [EU27: 29%]
  4. Boat 32% [EU27: 14%]
  5. Bus 24% [EU27: 20%]

  • Accommodation (at least once in 2011)
  1. In paid accommodation (hotel, rented apartment/house etc…) 58% [EU27: 60%]
  2. At friends or relatives 42% [EU27: 34%]
  3. In own property/second home 33% [EU27: 19%]
  4. On a camping site 7% [EU27: 11%]
  5. In another type of location 10% [EU27: 11%]

Source: Flash Eurobarometer 334 (2012) [8]


Smiley.png Main holiday satisfaction 2011

The displayed figure is the mean of a scale with "1=very satisfied", "2=fairly satisfied", "3=not very satisfied" and "4=not at all satisfied":

- Quality of the accommodation: 1.56; total satisfaction (1+2) 93%
- Natural features (weather conditions, landscape etc.): 1.53; total satisfaction (1+2) 93%
- General level of prices: 2.06; total satisfaction (1+2) 85%
- Activities offered (variety and compehensiveness of the tourist offer): 2.03; total satisfaction (1+2) 82%
- How tourists are welcomed (e.g. child friendliness, customer care etc.): 1.92; total satisfaction (1+2) 84%

Source: Flash Eurobarometer 334 (2012) [8]


Return.jpg Returning factors

  1. The natural features (weather conditions, landscape) 44% [EU27: 50%]
  2. The quality of accomodation 33% [EU27: 32%]
  3. The activities offered 28% [EU27: 17%]
  4. The general level of prices 25% [EU27: 27%]
  5. How tourists are welcomed (e.g. child friendliness) 25% [EU27: 24%]
  6. Other 10% [EU27: 8%]

Source: Flash Eurobarometer 334 (2012) [8]


Strichmaennchen Gluehbirne.jpg Holiday plans 2012

  • Interest in countries in 2012
  1. Sweden 53% [EU27: 1%]
  2. Spain 12% [EU27: 10%]
  3. Italy 8% [EU27: 7%]
  4. France 7% [EU27: 6%]
  5. Germany 6% [EU27: 3%]
  6. Greece 5% [EU27: 4%]
  7. Denmark 4% [EU27: 1%]
  8. UK 4% [EU27: 3%]

  • Types of holidays planned in 2012
  1. Holidays between 4 and 13 nights 49% [EU27: 41%]
  2. Short-stay trip (up to 3 nights) 30% [EU27: 27%]
  3. Holidays with more than 13 consecutives nights 24% [EU27: 19%]
  4. No decision yet 13% [EU27: 12%]
  5. No trip at all 7% [EU27: 15%]
  6. Don’t know 1% [EU27: 2%]

  • Influence of economic situation on holiday plans 2012
  1. It has not changed my planned holiday 65% [EU27: 40%]
  2. I will go on holiday but I will spend less 11% [EU27: 22%]
  3. I will go an holiday but for a shorter period 7% [EU27: 12%]
  4. I will go on holiday but I changed my destinations 5% [EU27: 4%]
  5. I will not go on holidays 4% [EU27: 15%]
  6. I didn’t plan my holiday for 2012 7% [EU27: 6%]
  7. I do not go on holidays 1% [EU27: 3%]
  8. Don’t know 4% [EU27: 3%]

Source: Flash Eurobarometer 334 (2012) [8]


Traffic links into the Baltic Sea Region

Icon Airport.png Air

Stockholm Arlanda Airport is the largest airport in Scandinavia. Flights go to more than 150 destinations, most of which are international including many cities in the Baltic Sea Region. The airport has four terminals (2, 3, 4, and 5) that are linked by shuttle bus. Other airports offering international flights into the Baltic Sea Region are Gothenburg International Airport and Malmö-Sturup-Airport. Located on an island between Copenhagen and Malmö, Copenhagen Kastrup (Denmark), is ideal for departures from southern Sweden. Train connections leave from the airport to both cities.

Please look up the airport links for their current connections into the BSR:

Icon Ferry.png Sea

There are several ferry-connections from Sweden into the Baltic Sea Region, e.g. to Germany, Denmark, Finland and Poland. A current overview of the ferry lines can be found here.

Icon Rail.png Rail

Sweden has an extensive railway network: Swedish rail moves between the major cities of Malmo, Helsingborg, Gothenburg and Stockholm every hour throughout the day. There are the following train connections into the Baltic Sea Region: Trains to Copenhagen and Copenhagen's airport depart at Malmö every 20 minutes. The train goes over the Öresund Bridge to get to Denmark in less than 30 minutes. Furthermore direct trains (X2000) leave from Copenhagen to Stockholm. There are main connections between Oslo (Norway) and Stockholm and Gothenburg as well as connections between Östersund - Åre - Trondheim and Stockholm - Boden - Kiruna - Narvik. You can travel from Malmö to Berlin (Germany) with the Berlin Night Express. As Finland and Sweden use a different gauge, there's no train connection between these two countries. If you want to depart towards Finland, travel via Luleå / Boden - Haparanda - Tornio - Kemi by bus. Interrail tickets are valid on that bus. For further information see Swedish Railways.

Icon Road.png Road

Sweden offers drivers a well-maintained network of roads and highways. It is possible to drive the entire length of Sweden from south to north. There are no tolls, except when crossing the Öresund Bridge. The opening of the Öresund Bridge in the year of 2000 has made non-stop travel between mainland Sweden and Europe a reality. The 16 km/10 mile bridge and tunnel links Denmark’s capital, Copenhagen, with Sweden’s third largest city, Malmö. For more information on the bridge and the Öresund region, look here.

Of course it is also possible, to leave Sweden on a car-ferry, e.g. to Kiel or Travemünde (Germany).

For further information on roads in Sweden see here.

References

  1. 1.0 1.1 1.2 CIA - The World Factbook, August 2012 [1]
  2. UN Population division 2010 (Medium variant) [2]
  3. IMF (International Monetary Fund): World Economic Outlook Database, April 2012 [3]
  4. 4.0 4.1 Deutsche Zentrale für Tourismus: Marktinformationen Incoming Dänemark 2012 [4]
  5. UNDP Human Development Report 2011 [5]
  6. OECD Factbook (2011-2012) Economic, Environmental and Social Statistics [6]
  7. ITU International Telecommunication Union, Measuring the Information Society 2011[7]
  8. 8.0 8.1 8.2 8.3 8.4 8.5 European Commission: Flash Eurobarometer 334, March 2012: Survey on the attitudes of Europeans towards tourism [8]