Markets
Sweden

Market Characterization for Portugal

In 2025, Sweden ranked as the 15th largest source market for Portugal in terms of overnight stays (share: 1.1%) and ranked 18th in terms of visitors (0.9%). In 2025, the Swedish market recorded approximately 179,400 guests (year-over-year change: +8.2%), who generated 627,800 overnight stays (year-over-year change: +5.6%). It stands out as the 17th-largest market in terms of tourism revenue with €257.9 million (share: 0.9%), up 8.4% compared to 2024.

In terms of overnight stays, the Algarve was the top destination for Swedish tourists visiting Portugal (33.3%), followed by Greater Lisbon (27.8%) and Madeira (19.8%). By type of accommodation, hotel stays predominated (54.7%), followed by apartment hotels (16.8%) and private rentals (12.8%).

The airlines that transported Swedish tourists to Portugal were: TAP Air Portugal (share: 37.8%), SAS Scandinavian (23.9%), Norwegian (20.7%), Ryanair (13.6%), and others (4.0%). Most flights originated in Stockholm (share: 93.7%), followed by Gothenburg (5.9%).

According to SIBS data, Greater Lisbon accounts for 36.5% of the 60.1 million euros in card purchases originating from Sweden in 2025. The North ranks third (share: 11.5%), after the Algarve (31.9%).

2025 Position | Year-over-Year Change
Guests 0.2M 18º | 8.2%
Overnight stays 0.6M 15º | 5.6%
Tourism receipts 257.9M€ 17º | 8.4%
Disembarked passengers 0.2M 24º | 19.2%

Market Profile

Change 24/23
10.6 M Population
0.3 %
69176.5 USD GDP per Capita
1.7 %
2.6 % Inflation Rate
-3.3 pp
30.7 % Savings Rate
0.0 pp

Sweden had a population of 10.6 million in 2024 (accounting for 2.3% of the European Union’s total) and was the 23rd largest economy in the world.

According to Globaldata, in 2024, Sweden was the 20th largest source market for tourists worldwide, generating 18.9 million trips and accounting for 1.2% of total global tourism demand. Approximately 88.7% of these trips were to destinations on the European continent. The main regions sending Swedish tourists to Portugal were Stockholm (share: 77.3%), Gothenburg (19.4%), and others (3.3%).

In turn, 64.7% of trips abroad taken by Swedish tourists in 2024 were by air, 29.7% were by land, and 4.2% were by sea.

Team

Market Team Coordinator
Stig Kaspersen
Info.Denmark@turismodeportugal.pt
004533131200

Outlook

IMF data indicated that the Swedish economy entered a recession in 2023 as a result of the international situation—including the wars in Ukraine and the Middle East, high central bank interest rates, and rising costs for energy, raw materials, and intermediate goods—with GDP expected to decline by 0.2%, in contrast to 2024 and 2025, when forecasts point to growth of 0.9% and 2.4%, respectively.

From 2025 to 2028, international departures by Swedish tourists are expected to grow at a CAGR of 2.1%, reaching a total of 20.7 million departures in 2028 (GlobalData projections). Swedish tourist spending abroad is expected to increase at a CAGR of 6.2% from 2025 to 2028 (GlobalData forecasts).

According to OAG Schedules Analyser estimates for the 2025 summer season compared to 2024 for the Swedish market, these reveal the trends for its main European destinations in terms of the number of scheduled airline seats available: Spain: 870,000 seats (-3.4%), Turkey: 400,000 (+2.8%), Greece: 340,000 (+6.1%), Italy: 330,000 (-3.2%), Croatia: 200,000 (+4.3%), and Portugal: 90,000 (+3.5%).

According to Google Destination Insights accommodation searches reported for March 2025, Spain accounts for a 10.7% share, followed by Italy (8.5%), France (5.5%), Greece (4.0%), Croatia (2.8%), Portugal (2.7%), and Turkey (2.5%).