Since 2007, we have tracked how Scandinavians travel: through financial crisis, the rise of low-cost aviation, a global pandemic and years of geopolitical and economic turbulence. The same study. The same methodology. A picture of the Scandinavian traveller that sharpens year by year.
Today, around 90% of Scandinavians make at least one holiday trip with an overnight stay each year, totalling approximately 105 million trips. They are changing how they book, where they go and how much they spend, in ways that affect every organisation in the travel industry.
Who the study is for
Scandinavian Travel Intelligence is for companies and organisations that want to understand the Scandinavian travel market and base their strategies on evidence rather than assumptions.
Whether your focus is strategy, marketing or product development, the study gives you insights that help you see where the market is heading and why.
What you get access to
- Long-term data from 2007 to 2026 across four markets — Sweden, Denmark, Norway and Finland
- Insights covering destinations, holiday formats, booking behaviour, accommodation, transport and spending patterns
- Four participation levels designed to fit your organisation's needs and budget
The study helps you connect the dots between attitudes and actual travel choices, and turn trends into strategy.
”Each year the report provides us with a library of insights about travel trends on the Scandinavian market. It has become an integral part in our business strategy and is used for marketing, communication and product development. The long time-series are unique and to be able to compare results over time helps us feel more confident when making decisions about the future.”
Carina Jirwe, TUI, Head of Consumer Behavior & Offering Design
Curious about the 2026 programme or have questions about the study? Get in touch with Maarja Edman eller Johanna Danielsson.
Download the programme overview and find out if the 2026 study is right for your organisation.