sweden travel trade

Sweden - Travel and Tourism Sweden - Travel and Tourism

The Swedish population has a great appreciation for travel and have both the time and the money to spend on vacations. Swedes have at least 5 weeks of paid annual leave plus 8-10 national holidays. Swedes are excellent English speakers, experienced travelers, and have high demands on what they wish to experience during their vacations. They are tech savvy, connected, and mainly book their vacations (flights and hotels) on the internet. According to a recent survey, 60 percent of Swedes went abroad on vacation in 2017. The same survey showed that the United States was the number one long-haul destination visited by Swedish travelers, with 268,000 more travelers than the second most popular long-haul destination, Thailand. According to the 2018 statistics, 506,300 Swedes travelled to the United States in 2018, making Sweden one of the 20 largest inbound travel markets/originating from abroad.

Source: National Travel & Tourism Office, * Previous figure 558,624 revised Aug 2018

Leading Sub-Sectors

Given both the relatively lengthy annual leave and the high disposable income Swedes have, there are ample opportunities for Swedes to travel. The continued low cost of airline travel with direct routes to the U.S. offers many opportunities for U.S. destinations. Swedish newspapers and magazines regularly run articles highlighting U.S. destinations, culinary experiences and adventures. In a few recent surveys, a Road Trip in the U.S. is number one on a Swedish list of Dream Trips, suggesting the success of tailored trips including flights, hotels and car rentals after one’s preferences. There are a number of Swedish tour operators that offer themed travel for travelers with interest in golf, music, (classic) cars, racing, adventure, culinary, wine, history and sports. Prior to the Swedish aviation tax implementation in 2018, climate change and its implications for aviation had not yet seemed to affect the behavior of the Swedish travelers. However, the environment and sustainability are very much a focus in everyday life in Sweden and destinations with an ecological/sustainable profile are found particularly attractive. Per the latest market profile available for Sweden (2017), Swedes are primarily active in the following categories: Shopping (88%), Sightseeing (73%), National Parks/Monuments (39%), Historical Locations (36%), Experience Fine Dining (34%), Small Towns/Countryside (34%), Guided Tours (29%), Art Galleries/museums (28%), and Amusement and Theme Parks (23%).

Opportunities

United, SAS and Norwegian airlines, their partners and others offer a variety of connecting flights and routes to the U.S. Direct flights from Stockholm Arlanda Airport are offered by: United Airlines – operates seasonal flights to New York/Newark SAS – operates three direct flights to New York, Chicago, and Los Angeles Norwegian – operates four direct flights to Ft Lauderdale, Los Angeles, New York and San Francisco The Commercial Service in Stockholm actively supports the Discover America Sweden committee. The committee organizes 3-4 annual workshops held in Sweden, participates in other promotional events, and has social media accounts with Facebook and Instagram. Contact: [email protected]

Web Resources

Brand USA                                                          Discover America Sweden                    Discover America Nordic                                             National Travel and Tourism Office      Visit the USA                                                      Trade events

Nordic Discover America calender of Discover America Workshops. Website: ( http://discoveramerica.nu/Site/calender.html ). Workshops in Sweden:

Stockholm -annually in January

Norrköping or Jönköping or Linköping - May

Malmö - annually in September

Gothenburg – annually in October

Travel News Market , B2B Trade Fair at Stockholm Waterfront Congress Centre annually in November.

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Sweden Country Commercial Guide

The Country Commercial Guide (CCG) is your trusted source about how to do business in an international market. Authored by seasoned trade experts at U.S. embassies and consulates, the guides provide insight into economic conditions, leading sectors, selling techniques, customs, regulations, standards, business travel, and more.   Country Commercial Guides  are available for 140+ markets.

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• Doing Business in Sweden:   Get an overview on market opportunities and entry strategies, key economic indicators and trade statistics, and other reasons U.S. companies should consider exporting to the country.
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Everything you need to know before your vacation in Sweden

Mar 4, 2022 • 8 min read

Driving around Sweden is efficient and scenic (if expensive) - just be aware of frequent speed cameras © Jeppe Gustafsson / Shutterstock

Most travelers encounter few difficulties in  Sweden , finding it a place that welcomes visitors from other countries. 

An easy country to travel in, Sweden has  well-functioning public transportation , a high level of safety and a population that for the most part speaks English very well. Still, there are certain things to be aware of that will help your trip go as smoothly as possible. Read on for things you should know before you travel, so that your Swedish experience will live up to expectations, and be one you’ll remember for all the right reasons.

Planning your trip to Sweden

Figure out where to lay your head.

If you want to get the best deals on accommodations in Sweden , you’ll need to book ahead, especially if you’re visiting at a busy time of year. Reliable hotel chains with hotels throughout Sweden include Scandic, Nordic Choice Hotels, Radisson and Best Western; there are also many independent hotels, some of them simpler properties with shared bathrooms, that may be worth considering if you want to save a bit of money. 

A diverse range of hostels provide some of the most budget-friendly accommodations in Sweden, often in very appealing locations. Be aware that hostel guests are often expected to bring their own bed linens or pay an extra fee to rent them. Sleeping bags are not permitted.

Sorry we’re closed: avoiding disappointment

While many attractions, restaurants and shops in major cities generally keep fairly consistent hours throughout the year, some tourist businesses, including sightseeing cruises and certain attractions, are more seasonal , with opening hours tailored to the traditional Swedish summer holiday period from Midsummer to mid-August.

On the flip side, some restaurants have been known to close for up to six weeks in summer while staff go on vacation. Many museums are open daily during the summer high season but switch to a six-day opening schedule in the off season, typically with Monday as the closed day. If you have your heart set on a particular activity or attraction, do your homework and check opening dates and times before booking your trip. 

Cash is not king

Sweden has been moving steadily away from cash for years, and the COVID-19 pandemic has only accelerated this already strong trend. While it’s helpful to carry some cash for emergencies, you can basically expect to rely on your credit or debit card for most transactions. Some places, including public transportation, no longer accept cash at all. If you have a contactless card, you can usually just tap it to pay, but if your card doesn’t have that option, you’ll generally need to be prepared to enter a PIN or show ID to complete your transaction. 

You can ride the rails without spending a fortune

Train tickets in Sweden are available in both first and second class, with prices varying between different departures, so book well in advance for the best selection. The website of the Swedish national railway company , SJ, lists fares for both its own trains and routes operated by regional partners throughout the country.

If you’re planning to do a lot of rail travel, an Interrail or Eurail train pass is a good way to save money. You can purchase a pass online (Interrail if you live in Europe; Eurail if you live elsewhere), but be sure to order with enough time to receive the pass before your departure. For many trains, you’ll need to book a seat or sleeping compartment separately if you are using a rail pass.

Take to the road and avoid speeding tickets

Sweden’s roads are safe, well-maintained and, more often than not, scenic , but renting a car is expensive, as is fuel. As in any destination, booking well in advance and comparing various rental agencies is essential to get the best rate. If you don’t need to pick up your car at an airport, consider local agencies or even Circle K gas stations, which rent out cars and may have lower rates.

As you’re driving around Sweden, keep a watchful eye out for blue signs with a white symbol of a video camera, which warn of speed cameras ahead. If you are caught speeding, the police will eventually track you down and send you a bill.

Etiquette in Sweden

Small talk, what’s that.

A saying goes that Swedes are great friends, but poor strangers. Swedes are generally helpful and welcoming to tourists, but you’ll rarely find them engaging in small talk with people they don’t know. For visitors from more gregarious cultures, it can feel strange or uncomfortable to be waiting at a bus stop with a group of people who are all ignoring each other, or having someone avoid eye contact as they pass you on the street. Don’t take it personally. If you’re in Sweden long term, seeking out clubs and activities around a common interest can help break the ice. Once you do, you’ll find most Swedes to be warm, loyal friends.

Don’t be early, don’t be late

If you’re scheduled to meet with someone or invited to a private home, the time listed is when you’re expected to arrive. What might be considered fashionably late in other cultures is considered rude in Sweden. Likewise, arriving early may be awkward for your host and should be avoided. It’s also considered good form to bring a host gift along the lines of flowers, a bottle of wine or a box of chocolates. If you choose to bring wine, you’ll need to pop into the nearest Systembolaget outlet: Sweden’s state-run liquor stores are the only places where you can buy beverages with more than 3.5-percent alcohol content. Note that all Systembolaget stores are closed on Sundays.

Dress up to go out, down for work

In many countries, people dress up for work and more casually to go out. In Sweden, it’s often the opposite. You’ll see business people in meetings wearing jeans and a blazer, with people dressed to the nines to go out for drinks or dinner. In general, smart-casual dress without ostentation will do fine in most situations. You must be 18 or older to order alcoholic drinks at bars and restaurants, but at least 20 to shop at Systembolaget.

To tip or not to tip: it’s okay either way

The custom of tipping is much less established in Sweden than in many other countries, so for the most part you can expect to pay pretty much whatever is on the bill. If you’re eating out, it’s common to round up to the nearest big number to show your server some appreciation; if you choose not to tip, you’re unlikely to offend. For taxi fares it’s courteous to add a few kronor to round up; if you’re traveling with luggage a bit extra is appreciated, though not expected. It’s not necessary to tip for housekeeping and other services at hotels.

Take a number: how to queue in Sweden

Whether you’re waiting at the bank, a ticket office or the supermarket deli counter, the first thing you should do is look around for a ticket machine. The majority of queues in Sweden operate on a number system, so take a ticket and find somewhere to wait where you can see the display that indicates when your number is up and which counter you should go to. Sometimes there’s more than one number sequence in play for different types of services, so if you see multiple options on the ticket machine and can’t figure out which one applies to you, it’s best to ask someone for assistance before you waste time waiting in the wrong queue.

Health and safety in Sweden

Stay safe in the urban jungle and the wild outdoors.

Sweden is a very safe country, but as in any destination you should keep a watchful eye on your belongings, as pickpocketing does occur. Make sure to store valuables in your hotel safe, if there is one, or keep them locked in your luggage while you’re out and about. If you’re staying in hostels, bring a padlock so you can store things safely in a locker. Be aware of your surroundings and try to stick to well-lit areas after dark. The chances of something bad happening are small, but it’s always best not to tempt fate.

If you’re heading into nature, make sure you’re adequately prepared – Sweden’s wild landscapes are gorgeous , but if something goes wrong, you may be a long way from help. Unless you’ve got wilderness experience, a guided tour is your best option for outdoor activities in remote areas.

Help, I need a doctor!

If you get sick or injured while in Sweden, never fear. The country’s healthcare system is top-notch, but figuring out how to access it as a visitor can be confusing. If you have a health insurance card from another European Economic Area (EEA) country, you’re eligible to receive care on the same terms as Swedes. If you’re from anywhere else, you’ll typically need to pay the full cost, so it’s important to have a decent travel insurance policy just in case.

If you need health care while in Sweden and are unsure of what to do, dial the national hotline 1177 for assistance. In case of an emergency requiring immediate attention, call 112.

Watch out! Two-wheeled hazards are everywhere

Sweden is a pedestrian-friendly country, but you’ll need to keep a sharp eye out for two-wheeled transport. Don’t jaywalk, and never step into a dedicated bike lane without first looking in both directions; if you do, you’re risking life and limb, since cars and cyclists won’t be prepared to stop. Watch your feet as well – in recent years, electric scooters have proliferated in cities and are often left haphazardly in places where they pose an obstacle to pedestrians.

You might also like: The very best things to do in Sweden: castles, canals and culinary delights The most unmissable places to visit in Sweden Sweden's most beautiful beaches: from sunbathing near the Arctic Circle to lakeside lounging

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Travel advisory july 26, 2023, sweden - level 2: exercise increased caution.

Reissued with obsolete COVID-19 page links removed

Exercise increased caution in Sweden due to  terrorism .

Country Summary:  Terrorist groups continue plotting possible attacks in Sweden. Terrorists may attack with little or no warning, targeting tourist locations, transportation hubs, markets/shopping malls, local government facilities, hotels, clubs, restaurants, places of worship, parks, major sporting and cultural events, educational institutions, airports, and other public areas.

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How Sweden’s stock market became the envy of Europe

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In April last year, a group of nearly 60 EU officials travelled to Sweden on a fact-finding mission to meet Nasdaq Stockholm, operator of the country’s highly successful stock market.

During a two-hour session on “capital markets ecosystems”, the exchange’s executives explained why so many small and medium-sized businesses are deciding to list in Stockholm.

At a time when the UK and many other European countries are struggling to attract initial public offerings and suffering from falling trading volumes, Sweden stands out for having, relative to its size, thriving capital markets that are backed by legions of investors and which are even tempting foreign companies to list.

“Sweden now has the deepest capital markets in Europe,” said William Wright, co-founder of markets think-tank New Financial. “What they’ve realised is you do need this ecosystem and you need to encourage it at every step of the way.”

Policymakers across Europe are urgently trying to revive their own stock markets by changing listing rules and incentives for company founders, and by trying to encourage pension fund and retail investment in domestic stocks.

Yet Sweden already has a sizeable head start on other countries, having introduced many of these measures years, or even decades, ago.

Over the past 10 years, 501 companies have listed in Sweden, more than the total number of IPOs in France, Germany, the Netherlands and Spain combined, according to Dealogic data. The UK is top with 765 listings.

While Sweden’s total IPO fundraising volumes are well below those in the US — where some larger Swedish companies such as music service Spotify and drinks maker Oatly have listed — the Nordic country has been highly successful at encouraging smaller domestic businesses to stay at home, encouraged by the depth of its stock market.

“Compared to the size of the country and also the size of the stock exchange, the [Swedish] IPO market has definitely been more vibrant in allowing smaller companies to list than others,” said Tony Elofsson, chief executive of Carnegie Group, a Nordic bank and asset manager. Around 90 per cent of listings are valued at less than $1bn, according to Adam Kostyál, president of Nasdaq Stockholm.

A key driver has been the country’s investment culture, which Carnegie’s Elofsson says has attracted “everyone from the man on the street to very engaged private banking investors, entrepreneurs, but also the small and mid-cap investment community”, referring to institutional investors.

Among larger investors, Swedish pension funds have long owned domestic equities. The country’s four biggest retirement schemes have roughly maintained or increased their holdings of domestic equities in recent years. In the UK, in contrast, domestic equity holdings among pension funds have plunged to about 4 per cent. Meanwhile, Swedish insurance companies have the highest holdings of stocks in the EU.

Large investors typically take the role of so-called cornerstone investors in IPOs, according to John Thiman, partner at law firm White and Case in Stockholm, giving confidence to businesses preparing to go public, and to other investors.

“Every single successful IPO has involved some level of cornerstone investors,” he said. “There is a very strong equity sentiment from rock solid investors.”

Retail investors are also big buyers of Swedish stocks, helped by a wealth of reforms in recent decades. Compared with the rest of Europe, Swedish households hold among the highest proportion of their investments in listed companies and among the lowest in bank deposit holdings, while financial literacy is greater than in Germany, France or Spain.

In 1984, the government introduced Allemansspar, a product enabling ordinary Swedes to invest in stock markets. By 1990 there were already 1.7mn of these accounts, helping drive the launch of domestically focused small and mid-cap funds.

Such funds arrived “10-to-20 years before any other country did anything similar, at least in Europe”, said Carl Rosenius, head of equity capital markets at Swedish bank SEB. “That’s been the success story in Sweden for sure, having large funds actively looking at domestic small and mid-cap opportunities.”

Rule changes in the 1990s allowed people to invest 2.5 per cent of the amount they allocate to their pensions into funds of their choice, supported by a public information campaign.

And in 2012 the state introduced investment savings accounts called ISKs that allow individuals to invest without needing to report their holdings or worry about capital gains or dividend tax. Instead, the total value of the account is taxed — and in 2024 that was at a level of about 1 per cent.

Some charities go into schools to educate those aged 16 to 18 about finance, for instance on the difference between shares and mutual funds, according to Joacim Olsson, chief executive of Swedish shareholder group Aktiespararna.

Other European countries are racing to encourage their populations to invest in stocks. The UK last month launched a £5,000 tax-free allowance for investing in British companies , while France’s finance minister, frustrated with the pace of EU reforms, has called for a few countries to forge ahead alone and create a new investment product.

Nasdaq Stockholm has even been trying to lure foreign businesses, for instance small and medium-sized companies in Germany, which Kostyál said is “underserved in terms of the local IPO market”.

“It’s clear that Germany has an infrastructure problem insofar that it’s very difficult for smaller companies to list there,” said Joakim Falkner, partner at Baker McKenzie in Stockholm. German investors have historically favoured bonds over stocks, making equity raising more challenging.

Myles Murray, founder of Irish medical equipment maker PMD Solutions, chose to IPO in Stockholm earlier this year, saying the plethora of comparable healthcare companies listed there meant analysts could more easily assess his company, compared with listing on Euronext Dublin.

Access to large investors was a big help. “We were a foreign company, pre profit, and the smallest of brokers could get a meeting with [the big pension funds] and that was very surprising,” said Murray.

Sweden’s system appears to have translated into stock market returns. Its main index has gained 85 per cent over the past decade, while the Euro Stoxx 600 index has risen 49 per cent and London’s FTSE 100 just 17 per cent.

That, too, is helping persuade Swedish small and mid-sized companies to stay at home.

“Why cross the river to get water, as we say in Sweden,” said Carnegie’s Elofsson.

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