[MyDaily = Reporter Lee Ji-hye] As more travelers trade crowded tourist traps for calm, nature-rich escapes, Northern Europe is enjoying a moment in the sun—demand for trips to the region is climbing fast.
On the 7th, Scandinavian Airlines (SAS), which celebrates its 80th anniversary this year, released its Travel Trends 2026 report. The study shows a clear uptick in global interest in the Scandinavian Peninsula, with the area emerging as a fresh alternative to traditional city and beach vacations.
Official tourism data for 2025 backs this up. Sweden, Norway and Denmark all posted record-high numbers of tourist overnight stays last year, confirming steady growth across the Nordics.
SAS also reported that passenger demand on routes to Nordic destinations rose more than 10% year over year.
Sweden hit a summer peak in 2025 with 30.8 million room nights at commercial accommodations. Overnight stays by international visitors rose 8.8% from the previous year, and arrivals from the United States jumped 58% compared with 2019.
Norway likewise set a new record in 2025 with 40.6 million tourist overnight stays. Demand from overseas visitors increased 14% year over year.
The report points to Germany and other European markets as primary growth drivers, while long-haul interest—from the United States and beyond—has been steadily expanding.
Starting in June, SAS will boost its Incheon–Copenhagen nonstop service to six flights per week. Copenhagen Airport serves as a hub for adventures to Arctic Svalbard, the fjords around Tromsø, Kiruna’s sweeping wilderness and charming Danish coastal towns.
Paul Verhagen, SAS chief commercial officer (CCO), described the trend as an expansion of traditional travel patterns. “Instead of replacing classic beach or city breaks in Western and Eastern Europe, travelers are adding Nordic experiences into their itineraries. There’s growing appetite for unique moments—cold-water swims, endless summer midnight sun, and outdoor adventures in raw, open landscapes,” he said.
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