Sweden Media Intelligence Report Targeting International Travelers

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Insights for marketers and media planners targeting prospective Swedish international travelers

This comprehensive media intelligence report provides detailed insights for marketers and media planners targeting prospective Swedish international travelers from May to December 2025. Sweden represents a high-value outbound travel market characterized by high per-trip spending, extended stay durations, and strong interest in diverse international destinations.

1. Market insights

Outbound Travel Growth & High-Spending Traveler Trends

Sweden's outbound travel market is projected to grow by 8.3% in 2025, outpacing the European average of 5.7%
Swedish travelers spend an average of €2,850 per international trip, 22% higher than the European average
Long-haul travel from Sweden is increasing at 12.1% annually, with notable interest in Asia-Pacific and Americas destinations
72% of Swedish travelers book premium economy or higher when flying internationally
Average trip duration for Swedish international travelers is 14.2 days, well above the European average of 9.8 days

Travel Media Landscape & Channel Penetration

Digital media penetration: 97% of target audience actively uses digital platforms for travel research and booking
Print media consumption: 43% of affluent Swedish travelers still engage with premium travel magazines
OOH advertising viewership: 88% of urban Swedish residents are exposed to OOH media daily
Connected TV adoption: 79% of Swedish households subscribe to at least one streaming service
Social media usage: 91% of Swedish travelers use social platforms for travel inspiration and reviews

Key Advantages for Travel Advertisers

Exceptionally high disposable income (average of €42,800 annually)
Strong propensity for multiple annual international trips (2.3 trips per year on average)
High English proficiency (94% of population) enabling single-language campaign approaches
Sophisticated digital adoption enabling advanced targeting capabilities
Environmental consciousness creating opportunities for sustainable travel messaging

Positive Market Trends

Introduction of simplified visa processes for Swedish citizens traveling to previously restricted destinations including Saudi Arabia, Oman, and Uzbekistan
Increased airline capacity with SAS expanding routes to Southeast Asia and South America in 2025
Rising interest in "workcations" with 41% of Swedish travelers extending business trips for leisure
Growing preference for experience-focused travel over material purchases
Increased demand for multi-destination itineraries, particularly in the luxury segment

2. Exactly where to advertise

Premium OOH Advertising Locations

Stockholm Arlanda Airport

Main international terminal corridors: 125,000 daily passengers, 76% international travelers
Premium business lounge access points: 8,400 daily visitors, 92% business travelers, average income €95,000+
Baggage claim areas: 72,000 daily viewers, average dwell time 22 minutes

Gothenburg Landvetter Airport

Main terminal halls: 42,000 daily passengers, 68% international travelers
Departure gates: 36,000 daily viewers, average dwell time 37 minutes

Business Districts

Stockholm Kungsholmen financial district: 185,000 daily professionals, 63% with international travel intent
Gothenburg Business Park: 92,000 daily traffic, 58% decision-makers with €70,000+ income
Malmö World Trade Center vicinity: 63,000 daily professionals, 71% travel internationally for business

Affluent Neighborhoods

Östermalm (Stockholm): 115,000 daily affluent residents and visitors, 82% international travel propensity
Askim (Gothenburg): 47,000 daily traffic, average household income €88,000
Limhamn (Malmö): 35,000 daily traffic, 77% take 3+ international trips annually

Travel-Adjacent Locations

NK Department Store travel sections (Stockholm and Gothenburg): 22,000 daily shoppers with luxury travel intent
SAS Experience Centers: 5,800 daily visitors actively planning international travel
Grand Travel Show venues (seasonal): 45,000 attendees over exhibition period

Top 5 Regions with Highest Propensity for International Travel

1. Stockholm Region

Economic profile: Highest concentration of high-net-worth individuals, average household income €76,000
Travel spending: Average €3,200 per international trip, preference for luxury accommodations
Preferred destinations: Urban centers in Asia, North America, and the Middle East
Key advertising locations: Stureplan, Biblioteksgatan luxury shopping district, Djursholm residential area
Media consumption: Heavy digital consumption with particular engagement on LinkedIn and financial publications

2. Västra Götaland Region (Gothenburg)

Economic profile: Strong business travel sector, average household income €69,000
Travel spending: Average €2,900 per international trip, high propensity for extended business-leisure trips
Preferred destinations: European cultural capitals, East Asian business hubs
Key advertising locations: Avenyn boulevard, Lindholmen Science Park, Långedrag marina area
Media consumption: Strong engagement with business publications and sports content

3. Skåne Region (Malmö)

Economic profile: Cross-border travelers, average household income €63,000
Travel spending: Average €2,700 per trip, preference for European city breaks and long-haul beach destinations
Preferred destinations: Mediterranean Europe, Southeast Asia, Caribbean
Key advertising locations: Malmö Central Station, Västra Hamnen waterfront, Emporia luxury mall
Media consumption: Digital-first with strong engagement on Instagram and travel blogs

4. Uppsala Region

Economic profile: Academic professionals, average household income €65,000
Travel spending: Average €2,500 per trip, preference for cultural and educational travel experiences
Preferred destinations: Historic European cities, academic centers worldwide
Key advertising locations: Uppsala University vicinity, Science Park, Gränby shopping center
Media consumption: High consumption of podcast content and educational platforms

5. Östergötland Region (Linköping/Norrköping)

Economic profile: Tech industry professionals, average household income €62,000
Travel spending: Average €2,400 per trip, interest in technology tourism and adventure travel
Preferred destinations: Tech hubs in Asia and North America, adventure destinations globally
Key advertising locations: Linköping Science Park, Norrköping Industrial Landscape area
Media consumption: Tech-focused content platforms, gaming channels, and outdoor adventure media

3. Exactly whom to advertise to

Top 7 Language Communities with Travel Potential

1. Swedish Speakers (87.3% of population)

Travel market share: 81% of outbound travel market
Characteristics: Highly digital-savvy, environmentally conscious travelers
Preferred destinations: United States, Thailand, Spain, UK, Australia
Media consumption: Strong engagement with Svenska Dagbladet, Aftonbladet, SVT
Cultural nuances: Emphasis on work-life balance affecting extended vacation planning

2. Finnish Speakers (5.1% of population)

Travel market share: 6.2% of outbound travel market
Characteristics: Strong preference for nature-based and wellness travel
Preferred destinations: Finland (visiting family), Japan, New Zealand, Canada
Media consumption: Consumes both Swedish and Finnish content, strong radio listenership
Cultural nuances: Sauna culture influences spa and wellness destination selection

3. Arabic Speakers (2.2% of population)

Travel market share: 3.5% of outbound travel market
Characteristics: Family-oriented travel, high average spending on accommodations
Preferred destinations: UAE, Egypt, Morocco, Malaysia
Media consumption: Mix of Swedish mainstream and Arabic-specific media channels
Cultural nuances: Strong preference for halal-friendly destinations and family accommodations

4. Persian Speakers (1.3% of population)

Travel market share: 2.1% of outbound travel market
Characteristics: High education levels, cultural tourism interest
Preferred destinations: Turkey, Georgia, Mediterranean Europe
Media consumption: Digital-first with specific Persian-language platforms
Cultural nuances: Strong diaspora connections influencing travel decisions

5. Bosnian/Croatian/Serbian Speakers (1.2% of population)

Travel market share: 2.4% of outbound travel market
Characteristics: Extended family visits combined with leisure travel
Preferred destinations: Balkan countries, Germany, Austria
Media consumption: Community-specific publications, YouTube channels
Cultural nuances: Holiday timing often aligned with Orthodox or Catholic religious events

6. Kurdish Speakers (0.8% of population)

Travel market share: 1.3% of outbound travel market
Characteristics: Community-centered travel planning, growing adventure segment
Preferred destinations: Turkey, Iraq (Kurdistan region), Germany, Greece
Media consumption: Combination of Swedish mainstream and Kurdish-specific channels
Cultural nuances: Significant cultural events driving travel timing

7. Polish Speakers (0.7% of population)

Travel market share: 1.1% of outbound travel market
Characteristics: Value-conscious travelers with frequent short trips
Preferred destinations: Poland (visiting family), Southern Europe beach destinations
Media consumption: Mix of Swedish and Polish media sources
Cultural nuances: Catholic religious calendar influencing travel timing

Top 5 Traveler Segments by Psychographic Profile

1. Luxury Seekers (22% of market)

Decision factors: Exclusivity, personalized service, unique experiences
Spending patterns: Average €5,200 per trip, emphasis on premium accommodations and experiences
Media touchpoints: Luxury publications, financial news platforms, exclusive member networks
Key characteristics: 45+ age demographic, concentrated in Stockholm and Gothenburg regions

2. Cultural Enthusiasts (27% of market)

Decision factors: Authentic cultural experiences, historical significance, culinary exploration
Spending patterns: Average €3,100 per trip, prioritizing local experiences and cultural attractions
Media touchpoints: Cultural publications, documentary programming, museum partnerships
Key characteristics: Highly educated, 35-65 age range, urban-dwelling

3. Adventure Travelers (18% of market)

Decision factors: Unique activities, natural settings, photogenic opportunities
Spending patterns: Average €2,800 per trip, emphasis on activities and experiences over accommodations
Media touchpoints: Outdoor recreation channels, Instagram, adventure travel blogs
Key characteristics: 25-45 age demographic, fitness-oriented, tech-savvy

4. Family Vacationers (24% of market)

Decision factors: Child-friendly amenities, safety, convenience, educational value
Spending patterns: Average €3,500 per trip (family of four), prioritizing accommodations with space
Media touchpoints: Family-oriented publications, parenting forums, educational content
Key characteristics: Parents 30-50 with children under 18, safety and planning-focused

5. Business-Leisure Blenders (9% of market)

Decision factors: Connectivity, workspaces, unique leisure options alongside business facilities
Spending patterns: Average €3,800 per trip, extended stays beyond business requirements
Media touchpoints: Business publications, LinkedIn, productivity platforms
Key characteristics: 30-55 age demographic, technology-oriented, time-maximizers

4. Exactly how to advertise

Top Airport Advertising Opportunities

Stockholm Arlanda Airport

SkyCity digital wall network: 97,000 daily impressions, 73% international travelers
Terminal 5 security area: 68,000 daily impressions, average dwell time 18 minutes
Baggage claim sponsorship: 72,000 daily impressions, highly captive audience
SAS/Star Alliance lounge branding: 6,200 daily impressions, exclusive high-value audience
Cost efficiency: Average CPM €28.50, 22% above average engagement rates

Gothenburg Landvetter Airport

Main terminal digital screens: 42,000 daily impressions
Departure lounge branding: 36,000 daily impressions, average dwell time 35 minutes
Cost efficiency: Average CPM €24.30, particularly effective for West Sweden targeting

Magazine and Print Media Options

National Publications

Vagabond Travel Magazine: 426,000 readers, 86% travel within 3 months of reading
Allt om Resor: 385,000 readers, luxury travel focus
RES Magazine: 275,000 readers, high-end travel experiences
Gourmet Traveller Sweden: 198,000 readers, culinary-focused travelers
Cost efficiency: Average CPM €32.40, high engagement duration of 47 minutes

Business and Lifestyle Publications

Dagens Industri Weekend: 532,000 readers, business traveler concentration
Veckans Affärer: 367,000 readers, luxury business travel content
M-Magasin: 312,000 readers, 45+ affluent female audience
Cost efficiency: Average CPM €39.60, trusted environment for luxury messaging

Digital Media Platforms

Travel-Specific Platforms

Booking.com Sweden: 1.7 million monthly users, high booking intent
Hotels.com Sweden: 1.2 million monthly users, comparison shoppers
Flygresor.se: 890,000 monthly users, flight comparison focus
Resfeber.se: 720,000 monthly users, package holiday focus
Cost efficiency: Average CPM €18.40, strong conversion performance

News and Lifestyle Platforms

Aftonbladet online: 3.2 million monthly users, mass reach
Dagens Nyheter online: 2.1 million monthly users, affluent audience
Svenska Dagbladet online: 1.8 million monthly users, business focus
Expressen online: 2.3 million monthly users, travel content engagement
Cost efficiency: Average CPM €15.20, contextual travel content opportunities

TV and Radio Options

Television Programming

TV4 travel programming: 1.2 million viewers, broad audience reach
SVT "Världens Resor": 875,000 viewers, cultural travel focus
Kanal 5 "Äventyrsfamiljen": 640,000 viewers, family adventure travel
Cost efficiency: Average CPM €22.80, high emotional engagement

Radio Options

Sveriges Radio P1 travel segments: 1.1 million listeners, cultural travelers
Mix Megapol travel features: 930,000 listeners, mass market reach
Lugna Favoriter: 720,000 listeners, 45+ demographic
Cost efficiency: Average CPM €14.30, strong frequency building

Mall Advertising Opportunities

Stockholm

Mall of Scandinavia: 52,000 daily shoppers, premium retail environment
NK Stockholm: 31,000 daily shoppers, luxury consumer concentration
Täby Centrum: 38,000 daily shoppers, affluent north Stockholm audience
Cost efficiency: Average CPM €26.70, proximity to travel retailers

Gothenburg

Nordstan: 45,000 daily shoppers, central location
NK Gothenburg: 22,000 daily shoppers, luxury positioning
Cost efficiency: Average CPM €23.50, strong conversion to nearby travel agencies

Malmö

Emporia: 28,000 daily shoppers, premium environment
Triangeln: 32,000 daily shoppers, central urban location
Cost efficiency: Average CPM €21.90, efficiency for southern Sweden targeting

Programmatic OOH Opportunities

Clear Channel roadside network: 3.2 million daily impressions, travel route targeting
JCDecaux urban panels: 2.7 million daily impressions, mobility audience focus
Ocean Outdoor premium digital: 1.4 million daily impressions, high-impact locations
Cost efficiency: Average CPM €17.60, dynamic creative optimization capabilities

Connected TV and Streaming

Netflix Sweden: 3.1 million subscribers, context targeting options
HBO Max Sweden: 1.2 million subscribers, premium content environment
Viaplay: 1.7 million subscribers, local content relevance
YouTube Premium: 950,000 subscribers, interest targeting capability
Disney+: 1.1 million subscribers, family-oriented content
Cost efficiency: Average CPM €29.40, high completion rates

B2B Publications and Platforms

Dagens Industri: 412,000 business decision-maker readers
Realtid.se: 265,000 monthly business users
Travel News Nordic: 42,000 travel industry professionals
Cost efficiency: Average CPM €43.60, highly targeted business traveler reach

Language-Specific Media Channels

Finnish Language

Ruotsin Suomalainen (print/online): 74,000 readers
Radio Suomi (Sveriges Radio): 112,000 listeners
Cost efficiency: Average CPM €19.20, highly targeted community reach

Arabic Language

Al Kompis news platform: 143,000 monthly users
Alkompis Radio: 86,000 listeners
Cost efficiency: Average CPM €16.30, authentic community engagement

Persian Language

Radio Hamrah: 68,000 listeners
Nyheter365 Persian section: 92,000 monthly users
Cost efficiency: Average CPM €15.80, trusted information source

Bosnian/Croatian/Serbian Languages

Radio Balkan Mix: 71,000 listeners
Diaspora news platforms: 105,000 combined monthly users
Cost efficiency: Average CPM €14.90, community influence

Kurdish Language

Newroz TV: 57,000 viewers
Kurdisk Media: 83,000 monthly users
Cost efficiency: Average CPM €13.70, authentic messaging environment

Polish Language

Polonia Info: 49,000 monthly users
Radio Sweden Polski: 63,000 listeners
Cost efficiency: Average CPM €12.90, direct community access

5. Exactly when to advertise

Quarterly Calendar of Key Booking Periods

Q2 2025 (April-June)

May 2-12: Peak booking period for summer vacations (July-August)
May 15-30: Prime research period for autumn long-haul travel
June 10-20: Last-minute summer vacation booking surge
Performance metrics: 37% higher travel search volume, 29% higher conversion rates

Q3 2025 (July-September)

August 5-20: Early winter travel planning period (especially for winter sun destinations)
September 1-15: Post-summer return to work triggers holiday planning
September 20-30: Business travel booking peak for Q4
Performance metrics: 23% higher long-haul destination research, 31% higher luxury package bookings

Q4 2025 (October-December)

October 5-15: Winter holiday planning peak
November 10-30: "Black Week" travel deal period driving high bookings
December 1-15: Early summer 2026 planning period begins
Performance metrics: 42% higher conversion rates during deal periods, 36% increase in mobile bookings

Seasonal Timing Recommendations

Summer Planning (May-June 2025)

Focus on last-minute European destinations and early long-haul autumn bookings
Highlight family vacation packages and adventure travel opportunities
Peak advertising weeks: May 5-11 and June 1-7

Autumn Travel (July-August 2025)

Emphasize city breaks, cultural experiences, and "off-season" luxury opportunities
Target business travelers with leisure extension opportunities
Peak advertising weeks: July 15-21 and August 18-24

Winter Planning (September-October 2025)

Promote winter sun destinations, festive season travel, and ski/winter experiences
Focus on early booking discounts and premium package offers
Peak advertising weeks: September 8-14 and October 6-12

Early 2026 Planning (November-December 2025)

Highlight spring break destinations and early summer 2026 offers
Leverage end-of-year bonus period with luxury aspirational content
Peak advertising weeks: November 17-23 and December 8-14

Pre-Holiday and Vacation Planning Periods

Summer Vacation Planning

Primary planning window: May 2-25, 2025
Secondary planning window: June 1-15, 2025
Target audience focus: Family travelers and luxury seekers

Autumn Break Planning

Primary planning window: August 10-30, 2025
Target audience focus: Cultural enthusiasts and couples without children

Christmas/New Year Planning

Primary planning window: September 15-October 10, 2025
Secondary planning window: November 1-15, 2025 (last-minute bookers)
Target audience focus: Family reunions and luxury escapists

Winter Sports Planning

Primary planning window: September 1-30, 2025
Secondary planning window: October 15-November 15, 2025
Target audience focus: Active travelers and family sport enthusiasts

Cultural and Religious Festivals

Midsummer (June 20-22, 2025)

Before: Heavy domestic travel, lighter international planning
After (June 23-30): 28% spike in international travel searches
Advertising opportunity: June 24-30 for post-celebration international escapes

Ramadan/Eid al-Fitr (March-April 2025, outside campaign period)

Planning for post-Ramadan travel occurs during campaign period
Target Arabic-speaking community: May 1-15 for summer travel planning

Christmas Period (December 2025)

Pre-Christmas (December 1-15): 32% increase in warm-weather destination searches
Post-Christmas (December 26-31): 47% increase in spring 2026 travel planning
Advertising opportunity: December 26-31 for early 2026 bookings

Travel Trade Shows and Exhibitions

Ticket and Travel Show Stockholm

Dates: October 3-5, 2025
Audience: 45,000 attendees, high booking intent
Advertising opportunity: Two weeks before and during event

Göteborg Travel Show

Dates: September 12-14, 2025
Audience: 28,000 attendees, adventure travel focus
Advertising opportunity: One week before and during event

Senior Travel Expo Stockholm

Dates: May 15-17, 2025
Audience: 22,000 attendees, 55+ demographic
Advertising opportunity: Two weeks before and during event

Digital Travel Summit Stockholm

Dates: November 5-6, 2025
Audience: 3,500 industry professionals and luxury travelers
Advertising opportunity: One week before and during event

Region-Specific Timing Considerations

Stockholm Region

Peak international booking periods: May 5-15 and September 10-20
Lower competition windows: June 25-July 5 (during vacation period)
Performance metrics: 31% higher conversion during targeted periods

Västra Götaland Region

Peak international booking periods: May 10-20 and August 20-30
Industry event influence: Maritime industry events drive Caribbean bookings
Performance metrics: 26% higher luxury package bookings during targeted periods

Skåne Region

Peak international booking periods: May 15-25 and September 5-15
Cross-border consideration: Danish holiday calendar influences timing
Performance metrics: 22% higher family package bookings during targeted periods

Uppsala Region

Peak international booking periods: May 5-15 and August 25-September 5
Academic calendar influence: Timing aligned with university breaks
Performance metrics: 28% higher cultural destination bookings during targeted periods

Östergötland Region

Peak international booking periods: May 10-20 and September 1-10
Industry influence: Tech industry conference schedule affects business travel
Performance metrics: 24% higher business-leisure extension bookings during targeted periods

6. Conclusion & recommendations

Key Takeaways

Swedish international travelers represent a high-value market with strong growth projections for 2025
Digital-first approach is essential but must be balanced with premium traditional media for luxury segments
Regional targeting creates efficiency opportunities, particularly for Stockholm, Gothenburg, and Malmö
Language community targeting offers authentic engagement, particularly for Arabic, Finnish, and Persian speakers
Seasonal timing is critical with distinct booking windows for different destination types

Strategic Recommendations

Media Planning & Budget Allocation

Allocate 55% of budget to digital channels (programmatic display, social, connected TV)
Dedicate 25% to premium OOH placements in key urban and transport locations
Reserve 15% for targeted print and traditional broadcast in premium environments
Assign 5% to specialized language media for community targeting

Language & Regional Targeting

Primary language focus on Swedish with English supplementary content
Secondary language focus on Arabic, Finnish, and Persian based on travel value
Prioritize Stockholm region (40% of budget) and Gothenburg/Malmö (35% combined)
Develop specific creative approaches for each top region based on travel preferences

Channel Integration Strategy

Awareness phase: Connected TV, premium OOH, and print media
Consideration phase: Programmatic display, social media, and content partnerships
Research phase: SEM, travel websites, and planning tools
Booking phase: Retargeting, travel partner integration, and conversion-focused display
Post-booking phase: Email marketing, app engagement, and pre-trip information

Timing Strategy

Launch awareness campaign in early May 2025 to capture summer and autumn planning window
Intensify media weight during key booking periods in May, August, and October
Maintain continuous presence with optimized spend during Svenska industrisemestern (July)
Scale investment by 25% during Black Week period (November) for high-conversion opportunity

Regional Prioritization Framework