Visit Sweden is using its presence at WTM London to showcase its wide and varied attractions, which have prompted a big increase in interest from the trade, suppliers and, of course, travellers themselves.
Latest figures show that 2016 was a record year for British visitors, with the number of bed nights reaching more than 850,000. This represents a 43% increase in the space of just three years. The UK is now its fourth largest inbound market.
Since the bumper figures of 2016, Sweden has welcomed investment in Sweden from UK tour operators and airlines. This year three new air routes have been launched by easyJet, Monarch and bmi regional.
At the end of last year, easyJet started flying from London Gatwick to the lesser known regional airport of Åre Östersund in northern Sweden. This is the gateway to Sweden’s premier downhill ski resort of Åre.
The breadth of product from UK tour operators shows Sweden’s wide appeal. Best Served Scandinavia has introduced the ICEHOTEL 365 – the first-ever ice hotel is now open all year while Magnetic North Travel has extended its Northern Lights programme into autumn while adding Arctic yoga breaks.
Gabriel Dorch, marketing manager for Visit Sweden UK, commented, “We have worked closely with trade partners to develop exciting tours and products reflecting this. We are also proud to lead the way in offering sustainable nature tourism experiences, developing ecotourism products that highlight and preserve Sweden’s natural landscapes.”