Sweden Market Report hasardspel


Old Norse mythology and Swedish folklore aside, Sweden is synonymous with the flatpack brand Ikea and musical artists ABBA. It is also the birthplace of the pacemaker and Spotify. It is the largest of the Nordic countries and the fifth largest in Europe. With around two-thirds of its land area covered by forest and with more than 95,000 lakes and 3,000 kilometres of coastline Sweden is a hiker and camper’s dream location.


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Tourism in Sweden has been growing steadily over the past decade. Tere were 7.62 million visitors to Sweden in 2019. Tis fell to 1.96 million in 2020 but by 2023 had increased to 7.53 million. By 2028 this figure is expected to reach 9.4 million visitors. In 2023 international visitor spending in Sweden reached SEK109.7bn (US$9.9bn) which exceeded pre-pandemic figures by seven per cent. Te pandemic led to a sharp drop in tourism in 2020 and


visitor numbers and spending fell by 26 per cent and by 47 per cent respectively, compared to 2019 levels. Travel and tourism contribute around 2.6 per cent to GDP. Te largest number of visitors come from neighbouring countries with Germany leading the way with 1.74 million visitors followed by Norway and Denmark. Tere are more than 2,150 hotels in Sweden with around 30.5 million travellers through Stockholm airports annually. Sweden reported 47 million guest nights in 2023 which is a 40 per cent share of all the eight Nordic country’s guest nights. Stockholm is one of Europe’s fastest growing cities and the metropolitan area has a population of 2.5 million. Te Swedish economy has been fairly stable over the last few


decades and has grown steadily since 1970. Te country suffered from low growth and high inflation in the late 1980s and early 1990s and during the financial crisis in early 1990 the banks became unstable and unemployment rose considerably. Since this time however the Swedish government has managed to maintain control over public spending and introduced a series of regulations and reforms to help keep debt in check. Today the country is in a ‘protracted recession’ with recovery


expected to begin this year. Inflation has been an issue whilst the housing market has seen a decline. Inflation has been above


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