Jakobsson believes that the crown effect can be seen on the margin already this summer. Primarily regarding bookings from the surrounding area that tend to come in late.
At the same time, he emphasizes that it is the economic cycle and economy, both in Sweden and globally, that likely affects people's vacation decisions the most.
He gets support from Didrik von Seth, CEO of the Swedish Travel Industry Association. He also believes that the strong krona exchange rate can have an impact – but only in the long run if it becomes permanent.
We have not seen any change in booking frequency yet, it's too short a time. But the concern going forward is mainly about the risk of inflation, recession, and increased unemployment. That's much worse than currency effects, he says.
On the "bucket list"
According to Jim Hofverberg at Visit Sweden, an organization tasked with marketing Sweden as a travel destination, the general picture is that foreign tourists are often guided by other factors than real economy.
Those who travel here are generally not so price-sensitive. They have time and opportunity. Many have Sweden on their "bucket list" and have thought about it for a longer time, he means.
2024 was one of the best years so far for Swedish campsites. Svensk Camping's CEO, Martin Juhos, is not particularly worried that the strengthened krona will make visitors steer clear.
Interest in Sweden as a travel destination is growing, and so is interest in camping, it's fantastic. In the surveys we've done, we see that the currency plays a very small role in vacation decisions, other factors are more important, he means.
Between 2013 and 2023, foreign tourism grew by 33 percent and domestic tourism by 26 percent – seen in terms of booked guest nights.
Foreign tourism in Sweden amounted to over 17 million guest nights in 2023, a total of approximately 25 percent of all guest nights in Sweden.
Foreign tourism was dominated by tourists from the Nordic countries plus Germany, which together accounted for more than 50 percent of total foreign tourism.
Tourism increased, to a high but varying extent, from euro countries, the USA, and Switzerland, as their currencies strengthened. It decreased somewhat from Norway, whose currency weakened against the krona.
Source: Visita
