SAS reports increased demand for Scandinavian destinations as travelers diversify trips

SAS, the Scandinavian airline, has reported a significant increase in demand for destinations across Sweden, Norway, and Denmark. In 2025, all three Nordic countries recorded record numbers of tourist overnight stays for the year, indicating sustained growth in regional travel.

Official statistics show Sweden saw 30.8 million guest nights at commercial accommodations during the summer of 2025, an 8.8% year-on-year increase in foreign guests. Travel from the United States saw a substantial 58% rise compared to 2019. Norway recorded an all-time high of 40.6 million guest nights, with foreign demand up 14%, while Denmark also set a new record for overnight stays.

SAS's own "Travel Trends 2026" report corroborates these findings, highlighting a shift in travel patterns. Travelers are increasingly drawn to Scandinavian destinations for their nature, tranquility, and slower pace, often adding these experiences to existing sun and city breaks. This suggests a diversification of travel habits rather than a complete shift away from established preferences.

The airline observes this trend across its network, utilizing Copenhagen as a hub to connect international visitors to diverse Scandinavian locations. As SAS celebrates its 80th anniversary, the 2025 data points to a particularly strong demand for travel into and within the region.