Sweden is a Scandinavian nation with thousands of coastal islands and inland lakes, along with vast

boreal forests and glaciated mountains. Its principal cities, eastern capital Stockholm and southwestern
Gothenburg and Malmö, are all coastal. Stockholm is built on 14 islands. It has more than 50 bridges, as
well as the medieval old town, Gamla Stan, royal palaces and museums such as open-air Skansen.
16 Top Tourist Attractions in Sweden
Last updated on June 7, 2020
The Nordic country of Sweden is a rich cultural destination with breathtaking scenery. Progressive and
peaceful, Sweden’s long history provides plenty of incredible landmarks, architecture, and museums to
choose from. Most visitors who come to Sweden start their trip in Stockholm, the country’s largest city
and its capital. There is no question that Stockholm’s attractions are world class, but don’t forget to
explore the other amazing spots throughout the country. These top tourist attractions in Sweden include
historic towns, national parks and bucket list items you won’t want to miss.
16. Sarek National Park[SEE MAP]
© Ricul / Dreamstime
One of the oldest national parks in Europe is Sarek National Park, which is located in Jokkmokk in
Swedish Lapland. The park is a must-visit destination for hikers and mountaineers, because it is home to
six of Sweden’s major mountains. In total, Sarek National Park is home to more than 200 peaks and over
100 glaciers. Gorgeous mountain peeks, miles of hiking and tremendous natural beauty make Sarek one
of the most incredible places in Sweden.
15. Uppsala Domkyrka[SEE MAP]
© Seifullaev / Dreamstime

There is plenty of great architecture in the university city of Uppsala, but one attraction stands out: The
Domkyrka. The Domkyrka, or cathedral, dominates the city’s skyline and is also the largest church in all
of Scandinavia. As the seat of the Church of Sweden, it is also the final resting place for many Swedish
royals. The cathedral dates back to the 13th century, and its three gothic spires are truly breathtaking.
Best Places to Visit in Europe
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14. Vasa Museum[SEE MAP]
Jonathan Pio / Flickr

The Vasa Museum, or Vasamuseet, is located in the Djurgården, a vast royal park in the Östermalm
district of Stockholm. While Sweden’s capital city is home to plenty of excellent museums, the Vasa
Museum is often cited as one of the best. The start exhibition at the Vasa Museum is Vasa herself, a
wholly preserved Swedish warship from the 17th century. Vasa was pulled from the water in 1961 and
meticulously restored, and it offers incredible insight into marine life and industry in the 17th century.
13. Oresund Bridge[SEE MAP]
News Oresund / Flickr
The Öresundsbron, or Oresund Bridge, is one of the most important bridges in Europe. This bridge
connects Sweden and Denmark at one of the busiest border crossings. Oresund Bridge is the longest
combined road and rail bridge on the continent, and it stretches from the Swedish city of Malmö across to
the Danish city of Copenhagen. You can drive over the bridge, but you can also take a bus or train to
cross between the border and venture out for a day trip to Denmark.
12. Are Ski Resort[SEE MAP]
MattiPaavola / Wikipedia

The Are Ski Resort is located in the region of Jämtland. Are is one of Sweden’s top winter sports
destinations, and it boasts over 100 slopes and more than 40 ski lifts. There are three major ski areas to
choose from: Björnen, the High Zone and Duved-Tegefjäll. Björnen is ideal for families, boasting longer
slopes. The High Zone is the busiest with the most runs, and Duved-Tegefjäll is less crowded and offers
opportunities to ski off piste.
11. Gammelstad Church Town[SEE MAP]
© Mariagroth / Dreamstime

Just outside of the city of Lulea, in Sweden’s Lapland region, is the old church town of Gammelstad. Also
known as Gammelstads kyrkstad, this collection of structures dates back to the 15th century. The
highlight is the old stone church, which is surrounded by more than 400 wooden houses. The simple
houses are all red and white, and they were used by countryside residents who came into town for church
services or events. This unusual attraction shows the communal spirit and country lifestyle that dominates
in the remote parts of Sweden.
10. Gamla Stan[SEE MAP]
guillenperez / Flickr
If you only have a day or two to explore the capital city of Stockholm, make sure you spent it in the area
of Gamla Stan. This is the old town, and it offers beautiful waterfront views as well as countless
historically significant landmarks and attractions. While visiting Gamla Stan, you can admire the 17th
century Royal Palace, which is home to the King of Sweden. Or, you could tour the Stockholm Cathedral,
see the House of Nobility and explore the collections and exhibits at the Museum of Medieval Stockholm.

9. Kalmar Castle[SEE MAP]

© Mikhail Markovskiy / Dreamstime
Dating back to the early 11th century, Kalmar is one of the oldest cities in all of Sweden. Kalmar Castle
was constructed in 1160, but it is remarkably well preserved. The castle overlooks the Kalmar Strait, and
the waterfront views make it look spectacular from afar. In addition to its aesthetic appeal, Kalmar Castle
is historically significant. It was in Kalmar Castle that Denmark, Norway and Sweden joined forces in the
14th century, and it is also the site of a major 17th century battle.
8. Lund Domkyrka[SEE MAP]

The university city of Lund, in Scania, is more than 1,000 years old. One of its oldest and most
impressive structures that still stands is the Lund Domkyrka, or the Lund Cathedral. Built in 1103, the
cathedral is the second oldest in the Nordic area. It is constructed from sandstone, and the entrance is
formed by two stunning and oversized brass doors. Twice a day, the cathedral’s astronomical clock puts
on quite a show that is worth checking out.
7. Jokkmokk Winter Market[SEE MAP]
Let Ideas Compete / Flickr
The small town of Jokkmokk in Swedish Lapland comes alive every February thanks to the Jokkmokk
Winter Market. The hosts are the indigenous Sámi people, but tourists from throughout Sweden and even
around the world come for this incredible occasion. For three wonderful days, you can expect folk
dancing, reindeer racing, traditional costumes and lots of vendors. You can buy souvenirs and soak up the
incredible culture that bright color and vibrancy to the cold days of February.

6. Visby[SEE MAP]
© Daniel76 / Dreamstime
The largest island in Sweden is Gotland, and the island’s capital is the town of Visby. This spot is a
common vacation destination for Swedish residents on the mainland, because Visby boasts so much
medieval architecture. The city’s 13th century ringwall still stands, and you can tour the 13th century
church called Sankta Maria Kyrka, which is still in use to this day. Visby is packed with old church ruins,
art galleries, museums and plenty of opportunities to enjoy traditional Swedish cuisine.
5. Ales Stenar[SEE MAP]

In the city of Ystad, in Southern Sweden, is Ales Stenar. This monument is known as the Stonehenge of
Sweden, and it is easy to understand the comparison. Ales Stenar is an enormous stone ship created by 59
large sandstone boulders. The monument dates back to the Nordic Iron Age, which is approximately 600
AD and even before the Viking Age. Opt for a guided tour of Ales Stenar so you can get some history and
context when admiring the incredible stone monument in Ystad.
4. Drottningholm Palace[SEE MAP]
Although Sweden is home to countless castles and palaces, one of the most famous is found in Lovö
island in the center of Lake Mälaren. Drottningholm Palace was constructed in the 16th century, and it is
now a residence of the Swedish Royal Family. However, much of the palace and its grounds are open to
the public. The baroque and English gardens, in particular, are immensely popular. The Chinese Pavilion
in the gardens is beautiful, and it is considered to be one of Sweden’s top architectural attractions.
3. Abisko National Park[SEE MAP]

In the Lapland region of Northern Sweden, you’ll find the Abisko National Park. It is one of the
northernmost parks in the country, and it is home to the Abisko Scientific Research Station. If you’re
visiting the park, you’ll likely be interested in doing some hiking. The famous Kungsleden hiking trail is
nearly 500 km (300 miles) long, and it starts right from Abisko. In the winter, there are also opportunities
for skiing and snowboarding. Be on the lookout for wildlife that includes moose, reindeer and bears.
2. Stockholm archipelago[SEE MAP]

Just minutes from the capital city of Stockholm, you’ll arrive at the Stockholm Archipelago. This is a
staggering collection of more than 30,000 islands, some of which are large and inhabited and others that
are mere rocks in the water. The archipelago is known for excellent sailing, incredible scenery and for
being a retreat for many writers and artists in Scandinavia. If you want to stroll on a sandy beach or kayak
in crystal clear water, but still be just a short distance from Stockholm, then the archipelago is absolutely
worth visiting.
1. Icehotel[SEE MAP]

The small village of Jukkasjärvi in Northern Sweden is home to the incredible Icehotel. Every year, the
entire hotel is rebuilt using snow and ice blocks taken from the nearby Torne River. The Icehotel is
always under freezing temperature to ensure stability. Even the bar is carved from ice, and the glasses
themselves are made from ice! Furs, animal skins and high-quality sleeping bags ensure comfortable
temperatures for guests, and you can only stay in the Icehotel between December and April of each year.
Tourism in the economy
Tourism-related expenditure was SEK 337 billion in 2018, up 6% on 2017. The value added generated by
this expenditure contributed 2.6% to Sweden’s GDP. Overseas tourists spent SEK 144 billion making a
6.4% contribution to total exports. The industry employed 172 000 people an increase of 1.7% over 2017
but slightly below national employment growth at 1.9%. In 2018, tourism directly contributed to 3.4% of
total employment. Over the last decade, however, tourism related employment has generally grown much
faster than the wider economy. Travel exports represented 20.1% of total service exports in 2018.
In 2018, there were 65.2 million nights, an increase of 3.1% when compared with 2017. The total number
of nights by international tourists was up 7.0% to 17.3 million. The main markets are Norway, Germany
and Denmark with the United States also showing strong growth of 10% against 2017. Overall, trends
include a strong increase in foreign visitors, higher concentrations visiting the major cities and an increase
in the number of independent leisure visitors. Almost half of visitor nights were spent in the major cities
of Stockholm, Gothenburg and Malmö but tourism also remains an important catalyst for regional growth
and employment. Over the past four years, there has been a 22% increase in the volume of tourism during
the winter, which has shown strong growth relative to the more traditional summer holiday period.
In 2018, there were 35.7 million domestic tourists, a decrease of 4.4% over 2017. For domestic tourism,
the number of nights in accommodation increased by 1.8%, from 47.0 million to 47.9 million in 2018.
Tourism governance and funding
The Swedish Agency for Economic and Regional Growth, Tillväxtverket, is responsible for developing
tourism at national level, while Visit Sweden markets Sweden as a tourism destination internationally.
Both organisations report to the Ministry of Enterprise and Innovation. Tillväxtverket develops,
implements and supports knowledge-based initiatives to promote tourism development, entrepreneurship,
and SMEs competitiveness. The Agency is responsible for official tourism statistics, the production and
dissemination of economic knowledge on tourism as well as collaboration with other government
agencies. Tillväxtverket also supports the regions in their work to develop and implement action plans for
sustainable regional development as tourism is a priority for many. It has a regional structure and a role in
disbursing EU funds. Visit Sweden is a company owned by the government which promotes Sweden as a
tourist destination abroad. In previous years, Visit Sweden has focused on emerging markets, such as
India and China, promoted sustainable nature and ecotourism in rural areas and worked to extend the
length of stay of international visitors.
Collaboration between national agencies has recently been strengthened. In autumn 2018 and spring
2019, two high level meetings between 16 national agencies with interests in tourism were held to agree
strategic priorities and joint work opportunities (See Box). The Minister for Enterprise and Innovation
also holds a national tourism forum twice a year to identify common challenges. The Forum promotes
dialogue with public and private actors in the tourism industry, including unions and regional
representatives.
As regards regional and local arrangements, the Swedish Association of Local Authorities and
Regions has recently increased its tourism partnership work providing a helpful network to share
knowledge and connect various interests.
The central allocation for Visit Sweden is SEK 105 million per year. Related programmes, such as the
marketing of Swedish design and fashion, can also contribute further funds, in this instance SEK 28
million in the 3 year period to 2019. The budget at Tillväxtverket for tourism statistics and development
totals around SEK 25 million.
Sweden: Organisational chart of tourism bodies

Source: OECD, adapted from the Ministry of Enterprise and Innovation, 2020.
Tourism policies and programmes
Generally, UN Sustainable Development Goals guide Swedish policy. One related objective of the current
government is that Sweden will be the first fossil-free state by 2045. The major challenges for Swedish
tourism are connectivity and transportation, small enterprise profitability, destination and product
development, digitalisation, seasonality and sustainability.
Transportation is crucial and at the same time challenging because of Sweden’s geography and location,
combined with a relatively small population and sparsely populated areas. These circumstances also make
rural tourism development and the installation of high speed internet access challenging. Seasonality has
always been an issue but a positive trend has seen recent growth in winter tourism, which is helping
spread demand. Sustainability and how to integrate its principles at all levels will remain a major
challenge from the perspectives of both public and private sectors.
These challenges are now being considered in the context of a new national tourism strategy for
completion in 2020. The policy priority is to develop a long-term strategy to run until 2030 that promotes
sustainable tourism development and provides a platform to implement actions that meets both national
and global challenges. A major input for the strategy was the 2017 public inquiry. It received many
contributions and ideas from a wide range of interests relating to tourism growth, entrepreneurship and
employment, and encouraged actors to mobilise their combined efforts for the benefit of the tourism and
hospitality sector.
A variety of other initiatives will also inform the strategy. Developed from an earlier Sustainable
Destination Development initiative, the HPU programme (Sustainable Product Programme) seeks to
stimulate product development in seven tourism destinations aiming to develop sustainable nature and/or
culture based tourism offers. The programme targets support towards a selection of usually small and
micro tourism businesses, encouraging innovation in sustainable tourism and developing ways that it can
be practically implemented, both by individual companies and within destinations. Work undertaken
by Visita, the industry employer’s organisation representing some 7 000 hotels and restaurants, has also
provided a basis for best practice in the management of sustainable and inclusive tourism growth.
As well as promoting sustainability, the Government has been proactive in reducing the regulatory burden
for tourism businesses which due to their size often find it difficult to understand or meet regulations,
especially given differing requirements at a number of levels. In some cases, processes and demands can
differ among Sweden’s 290 municipalities. In line with the government’s goals for simplified regulation
and its Digital by Default principle, a cross-agency project entitled Serverat has taken on tourism
companies’ data delivery responsibilities and contacts with public authorities. Within the project, digital
information services and guidance are developed based on a company's circumstances and needs.
Simplification of permits and similar procedures that companies must complete in order to start or
develop their business are the current focus of the programme. At present, 37 municipalities are fully
linked to the project and more are working towards becoming integrated. The
website verksamt.se provides additional support to businesses with information drawn from several
government agencies relating to preparing, starting and developing a successful business.
During 2019 Tillväxtverket also has a government assignment to carry out case studies for collaboration
between manufacturing industry and tourism sector. The purpose is to investigate the conditions for
strengthening the tourism sector and the manufacturing industry. The goal is to promote stakeholder
interaction between enterprises, business organisations, tourism organisations and civil society, within
and between municipalities and regions. The method aims to strengthen regional and local attractiveness
and the development of attractive tourist destinations.
With regard to future-proofing tourism policies, the Visit the Future project will inform the development
of the new tourism strategy. This is a joint project between Tillväxtverket and the trade
organisation Svensk Turism focusing on innovative and cross-sectoral business development in Swedish
tourism destinations. The project has analysed how changes in society and consumer trends can affect
tourism development, how other sectors can also be affected, and how as a result of these changes added
value can be created for the tourism sector. Recently, two regional pilot projects have begun, one on the
theme of robotics and the other on the theme of smart lodging and food.
A strengthened collaboration between national agencies
Collaboration between national agencies has been strengthened in Sweden in recent years. Through
dialogue and a structured working process, led by The Swedish Agency for Economic and Regional
Growth, Tillväxtverket, a common agenda and activity plan has been developed. Agreed projects include
tourism transport planning, aviation impacts and importance, skills analysis and methodologies for world
heritage destination development. Collaboration includes 16 agencies, relating to nine different ministries.
The overall goals of the collaboration are set by the agencies, considering current Swedish tourism policy
goals as well as Agenda 2030. The working process is built around high-level meetings held once or
twice a year, gathering the agencies’ general directors who give mandate to a working group and decide
on prioritised activities. Every activity or project should include at least two active agencies, address a
national challenge and contribute to increased knowledge and a long-term solution to a concrete problem.
As an example, the Miranda project - Micro-based decision support for sustainable tourism travelling and
infrastructure planning was developed in close co-operation with the Swedish Transport Administration,
Tillväxtverket and Dalarna University. This has the aim to increase knowledge and improve methods and
decision-making for infrastructure and traffic planning to better meet the specific needs of tourism. The
approach is to increase the understanding of the scope of tourism at the local and regional level by
analysing relevant transport flows and indicators, which in turn provides better opportunities to evaluate
and plan for national infrastructure investments.
Statistical Profile

Sweden: Domestic, inbound and outbound tourism

2014 2015 2016 2017 2018

TOURISM FLOWS, THOUSAND

Domestic tourism1

Total domestic trips .. .. .. 54 216 55 880

Overnight visitors (tourists) .. .. .. 37 316 35 686

Same-day visitors (excursionists) .. .. .. 16 900 20 194

Nights in all types of accommodation 42 654 44 854 46 203 47 017 47 852

Hotels and similar establishments 28 374 30 126 31 221 31 916 33 075

Other collective establishments 14 280 14 729 14 981 15 101 14 777

Private accommodation .. .. .. .. ..

Inbound tourism2

Total international arrivals 19 945 .. .. .. ..

Overnight visitors (tourists) 10 750 .. .. .. ..

Same-day visitors (excursionists) 9 195 .. .. .. ..

Top markets

Denmark 1 967 .. .. .. ..

Norway 1 754 .. .. .. ..

Finland 1 550 .. .. .. ..

Germany 1 285 .. .. .. ..

United Kingdom 603 .. .. .. ..

Nights in all types of accommodation 13 748 15 175 15 594 16 191 17 327

Hotels and similar establishments 8 860 9 926 10 375 11 000 11 720

Other collective establishments 4 888 5 249 5 219 5 191 5 608

Private accommodation .. .. .. .. ..

Outbound tourism

Total international departures .. .. .. .. ..

Overnight visitors (tourists) .. .. 19 771 20 361 18 855

Same-day visitors (excursionists) .. .. .. .. ..

Top destinations

.. .. .. .. .. ..

.. .. .. .. .. ..

.. .. .. .. .. ..

.. .. .. .. .. ..

.. .. .. .. .. ..

TOURISM RECEIPTS AND EXPENDITURE,

MILLION SEK

Inbound tourism

Total international receipts 96 905 111 723 127 159 139 226 150 104

International travel receipts 81 261 95 453 109 137 120 587 129 945

International passenger transport receipts 15 643 16 270 18 022 18 639 20 159

Outbound tourism

Total international expenditure 125 986 139 097 147 454 165 911 176 818

International travel expenditure 108 443 121 593 127 460 145 184 156 965

International passenger transport expenditure 17 543 17 504 19 994 20 727 19 853

.. Not available
← 1. Trips from demand side surveys; Nights from supply side surveys.
← 2. Arrivals from demand side surveys; Nights from supply side surveys.
Source: OECD Tourism Statistics (Database).
StatLink http://dx.doi.org/10.1787/888934077939

Sweden: Enterprises and employment in tourism

Number of Number of persons employed

establishments1
 2017 2014 2015 2016 2017 2018

Total .. 152 000 154 900 154 600 169 500 p 172 400

Tourism industries 27 487 147 400 149 700 150 900 165 200 p 168 200

Accommodation services for visitors .. 70 500 72 600 72 000 80 600 p 82 200 p

Hotels and similar establishments 2 025 .. .. .. .. ..

Food and beverage serving industry 25 462 .. .. .. .. ..

Passenger transport .. 18 600 18 000 18 600 19 800 p 20 200 p

Air passenger transport .. .. .. .. .. ..

Railways passenger transport .. .. .. .. .. ..

Road passenger transport .. .. .. .. .. ..

Water passenger transport .. .. .. .. .. ..

Passenger transport supporting services .. .. .. .. .. ..

Transport equipment rental .. .. .. .. .. ..

Travel agencies and other reservation services .. 12 100 11 600 11 100 11 400 p 11 800 p
industry

Cultural industry .. 16 000 16 100 16 900 18 000 p 18 500 p

Sports and recreation industry .. .. .. .. .. ..

Retail trade of country-specific tourism .. 30 200 31 400 32 300 35 400 p 35 500 p

characteristic goods

Other country-specific tourism industries .. .. .. .. .. ..

Other industries .. 4 600 5 200 3 700 4 300 p 4 200 p

.. Not available; p Provisional data

← 1. Data refer to number of enterprises.
Source: OECD Tourism Statistics (Database).
StatLink http://dx.doi.org/10.1787/888934077958

Sweden: Internal tourism consumption

Million SEK

2018

Domestic tourism Inbound tourism Internal tourism

expenditure expenditure consumption

Total .. .. ..

Consumption products 192 655 p 144 070 p 336 724 p

Tourism characteristic products 137 897 p 62 197 p 200 095 p

Accommodation services for visitors 54 167 p 8 071 p 62 238 p

Food and beverage serving services 17 113 p 26 090 p 43 204 p

Passenger transport services .. .. ..

Air passenger transport services 14 829 p 14 186 p 29 015 p

Railways passenger transport services 3 979 p 47 p 4 026 p

Road passenger transport services 11 949 p 1 262 p 13 211 p

Water passenger transport services 1 754 p 1 784 p 3 538 p

Passenger transport supporting services .. .. ..

Transport equipment rental services 4 500 p 1 585 p 6 085 p

Travel agencies and other reservation 19 121 p 0p 19 121 p

services industry

Cultural services 10 485 p 9 172 p 19 657 p

Sports and recreation services .. .. ..

Country-specific tourism characteristic goods 0 0 0

Country-specific tourism characteristic 0 0 0

services

Other consumption products 54 757 p 81 872 p 136 630 p

Tourism connected products .. .. ..

Non-tourism related consumption products .. .. ..

Non-consumption products .. .. ..

Author(s)
C. Ahnlund
Abstract
The Swedish Transport Administration’s (STA) vision is to make the good journey possible by providing
individuals and the business community with the best options for transport and travel. The STA has
divided their clients into various customer groups depending on their needs and demands for the good
journey. The tourism industry is one of the major strategic customer groups identified by the STA. The
demands and needs from the tourism industry have been described in a customer group document. The
tourism industry is dependent on good road services and sign-posting. It must be made easy for the tourist
to find their way to their destination and also made possible to find and use environmentally friendly
options for their travel needs. STA can in the best way possible meet the demands and needs from the
tourist industry by enhancing the tourist signs and information along the roads, by developing dialogue
between the tourist industry and STA and by supporting mobility management. The STA has worked
together with the tourism industry on a national and regional level in order to enhance the possibility for
regional development of the tourism industry. We have found that a lot more can be done if we increase
the knowledge and coordination of issues important for tourism development. In this paper we will
describe the tools and methods used to create a strategy for the tourism industry. The survey has been
divided into three different steps, which are: state of the art, co-operation with the tourism industry and
economic analysis and effects describing the tourism industry. The tourism strategy will help the SRA to
clarify the goal for our services and co-operation with the tourism industry and to identify key areas for
achieving our goal. Keywords: tourism strategy, Swedish Transport Administration.
Keywords
tourism strategy, Swedish Transport Administration