Fresh data from our latest image index survey shows a number of interesting insights into the evolving preferences of Nordic travelers. Every six months, we conduct a comprehensive study across the Nordic markets, providing a detailed look at how travel habits in Denmark, Sweden, Norway and Finland are shifting. Read on to get the highlights!
Emerging destination preferences
The new insights reveal a growing interest in destinations that offer self-development, authenticity, and unique experiences. While classic favorites like Spain and Italy continue to hold their top spots, new contenders are making significant strides.
For instance, among Swedish travelers, Cyprus has jumped 10 places up in the rankings, while Greenland has risen 34 places, reflecting a significant increase in interest. Similarly, Iceland has made a comeback, securing a place in the top 10. These shifts indicate a preference for destinations that offer immersive cultural and natural experiences.
Among Danish travelers, the Maldives and New Zealand have risen by 12 and 10 places, respectively, showcasing the Danes’ appeal for unique and exotic journeys. Meanwhile, destinations like Sweden and Switzerland have seen a decline in popularity.
Norwegian travelers are showing heightened interest in Japan and France, both of which have climbed significantly in the rankings. This trend may be influenced by events like the recent Summer Olympics in Paris. However, Sweden and the Netherlands have seen a drop in their rankings, indicating a changing perception among Norwegian travelers.
For Finnish travelers, Australia and Canada have made remarkable leaps, rising 14 and 13 places, respectively. This surge in interest can be attributed to the destinations’ distinctive natural beauty and authentic experiences. Conversely, Denmark and Germany have experienced a downturn in popularity among Finnish travelers.
Despite the rise of exotic destinations, Europe remains the preferred continent for Nordic travelers. The study highlights several interesting shifts, such as Germany’s climb into the top 3 among Danish travelers and Spain’s ascent into the top 5 for Finnish travelers. On the other hand, Sweden and Switzerland have seen a decline in their rankings, reflecting changing traveler preferences.
Self-development and culinary experiences as motivators
Nordic travelers are increasingly motivated by culinary experiences and active travel. Family and friends remain the primary sources of travel inspiration, followed by search engines and social media platforms. There are significant differences in preferred sources of travel inspiration when comparing different age groups, with younger travelers being more drawn to image and video-driven social media platforms. Additionally, we note variations across the different Nordic markets.
For instance, 57% of Norwegian travelers prioritize culinary experiences when choosing a destination, while 25% of Danish travelers are keen on integrating self-development into their travels, such as acquiring new skills in cooking or learning a new language. Finnish travelers are also showing a growing interest in being active during their vacations, with 24% indicating that engaging in sports or other physical activities is important to them.
Continued Willingness to Travel
Despite 2024 being a challenging year for some of the Nordic economies, we observe that Nordic people continue to express a strong positive attitude toward travel.
Our study emphasizes the dynamic nature of the travel industry, with destinations that adapt to trends such as authentic experiences, local engagement, food experiences, and nature-based activities being best positioned to attract Nordic travelers.
We look forward to sharing further insights in the coming months. Stay tuned!
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