As we have reported several times over recent months, we have seen consumer confidence return, and Nordic travellers continue to show a great willingness to travel. This aligns with reports from UNWTO and ETC, indicating that the travel and tourism industry is set for a strong recovery in 2024. We maintain a strong dialogue with industry partners and continuously monitor news from the Nordic tourism industry. Combined with our research, it is evident that there is an optimistic outlook for the summer of 2024.
Summer travel demand surges in the Nordic countries
One of the main indicators of the travel industry’s recovery is the increasing demand for summer travel among Nordic travellers. In Norway, nearly 7 out of 10 people plan to go on holiday, with 50 per cent planning to travel abroad. Spain remains a top summer destination for Norwegians (Virke, 2024). A similar trend is seen in Sweden, where 46 per cent confirm that they will travel abroad within the next 12 months. Despite uncertainties with the Swedish currency over the past year, there is increasing demand (TUI, 2024). The increasing demand for travel is also seen in Denmark, where a recent survey by Norstat for Dansk Erhverv (2024) found that roughly 50 per cent expect to travel abroad during their summer holiday. This is supported by several travel agencies reporting strong demand this summer.
Our research shows that more Nordic travellers plan to take extended holidays (+5 days) compared to previous years. This indicates an increasing demand for summer holidays, which are the preferred period for Nordic travellers to take extended holidays abroad. Furthermore, there has been a significant uptick in inquiries for destinations known for their sun and sand, suggesting that the warm climate appeals to many Nordic travellers during the summer. Many are also opting for destinations that offer a blend of relaxation and adventure.
Additionally, reports from the industry suggest that more sustainable travel options are also seeing growth. While the sustainability trend has been growing in recent years, it is interesting to see how demand affects the industry landscape. Travel agencies specializing in sustainable travel options report strong interest throughout Europe, especially from families with children.
Air connectivity increases as travel recovers
Another sign of the travel industry’s resilience and recovery is the way airlines have re-opened and opened new routes. Many airlines have expanded their flight offerings, adding new routes and frequencies to cater to the increasing demand for travel. Norwegian Airlines, for instance, has launched 47 new routes this summer, increasing capacity by 10 per cent compared to 2023. Some of these routes depart from Sweden, a key market for Norwegian. Moreover, some airlines have lowered their prices for intercontinental flights, making them more affordable and attractive for travellers. This is true for flights departing from Denmark, where prices have dropped by an average of 10 per cent from Billund and 6 per cent from Copenhagen.
Over the past year, we have seen several airlines open and re-open routes from the Nordic countries, not just in the larger, capital airports. Regional airports like Billund in Denmark and Bergen in Norway have also seen more attention from airlines, underlining the increased demand for travel in the Nordics.
Conclusion
The outlook for the travel industry in the Nordics is positive and promising, as more people are eager to travel and discover new places. Our reports from the industry, combined with our research, clearly indicate that the travel and tourism industry will reach pre-pandemic levels this summer.
