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While it is yet to rank in the UNWTO’s top ten world tourism destinations, this may still be Sweden’s moment. Long associated with director Ingmar Bergman, the actresses Greta Garbo and Ingrid Bergman, as well as with political neutrality, in recent years, Sweden has enjoyed unprecedented media attention and visibility. New names such as IKEA, film and stage adaptations based on the musical group ABBA, the bestselling Millennium Trilogy by writer Stieg Larsson, as well as Henning Mankell’s Wallander books and BBC series have all put the spotlight on this Northern European country.

Of late, Sweden’s cuisine, architecture, fashion and design have caught the attention of the world, which is revealing a greater appreciation of the country’s social model, environmental consciousness, transparency and other values. Sweden is considered one of the safest countries in the world. Its combination of pristine and varied natural beauty and the Swedes’ own enjoyment of their country is in sync with the growth of special interest tourism – ecotourism, adventure, and gastronomic – and the demand for new travel experiences. VisitSweden, which markets Sweden abroad, is in the process of branding the destination green, and the sustainable development of tourism is supported in the industry and by government, which has prioritised tourism. Stockholm was named the first ‘European Green Capital 2010’ by the European Commission (EC) for its exemplary environmental practices and is trying to meet its goal of becoming the most accessible city in the world.

What's included

What's included

Table of contents

Table of contents

  1. Kingdom of Sweden

    • Introduction

      • Data Sources

        • Background

          • History
            • Geography
            • Attractions

                • Figure 1: Top 15 attractions in Sweden, 2009
              • Gothenburg (Goteborg)
                • Malmö
                  • Skåne (Scania)
                    • Figure 2: Counties most visited, by foreign travellers, 2008
                  • Stockholm
                  • Tourism and the Economy

                      • Figure 3: Key areas and figures for total tourism consumption, 2000-09
                  • Arrivals

                    • International
                      • Figure 4: Nights spent by eight largest foreign markets, 2008-09
                    • Domestic
                    • Market Characteristics

                      • International
                        • Purpose of visit
                          • Seasonality
                            • Length of stay
                              • Domestic
                                • Purpose of visit
                                  • Seasonality
                                    • Length of stay
                                    • Transport

                                        • Air
                                          • Road
                                            • Rail
                                              • Sea
                                              • Accommodation

                                                  • Figure 6: Accommodation revenue for hotels, holiday villages and youth hostels by region and per inhabitant, 2009
                                                  • Figure 7: Volume and revenue by type of accommodation, 2009
                                                  • Figure 8: Key figures for capacity, 2009
                                                • The MICE market
                                                  • Figure 9: ICCA* country and city ranking measured by number of meetings organised, 2009
                                                • Stockholm Waterfront Congress Centre
                                                  • Health and wellness
                                                    • Cruises
                                                    • Tourism News

                                                        • New tourism strategy
                                                          • Space tourism
                                                          • What Next?

                                                            • Index to Travel & Tourism Analyst

                                                                • Index grouped by geographic area
                                                                • Index to TTI Destination Reports

                                                                  • Country reports
                                                                  • Special Reports Index

                                                                    About the report

                                                                    This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                                    • The Consumer

                                                                      What They Want. Why They Want It.

                                                                    • The Competitors

                                                                      Who’s Winning. How To Stay Ahead.

                                                                    • The Market

                                                                      Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                                    • The Innovations

                                                                      New Ideas. New Products. New Potential.

                                                                    • The Opportunities

                                                                      Where The White Space Is. How To Make It Yours.

                                                                    • The Trends

                                                                      What’s Shaping Demand – Today And Tomorrow.

                                                                    Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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