Cyprus and Greece are at the top of the destinations where Swedes have chosen to spend their holidays this year, while the Swedish market participates in the broader travel trend observed in 2025 for last-minute bookings, under the weight of economic and geopolitical developments.
According to the new “Sifo” survey conducted by Kantar Media on behalf of TUI, Cyprus is the ultimate destination for Swedes for this summer as it attracts the largest number of bookings.
At the same time, half of their top 10 destinations for this summer are Greek: Crete follows in second place, followed by Rhodes, which completes the top three, while Samos is in 7th place, Kos in 9th, and Zakynthos in 10th.
Mallorca is in 4th place, Gran Canaria in 5th, Antalya in 6th, and Croatia in 8th.
The year is turning into a last-minute for Swedes
The TUI survey, which was conducted on May 7-10 on a representative sample of 1,054 Swedes, reveals that many Swedes have not yet booked their summer holidays, shifting the “battle” of bookings to… last minute.
Specifically, half of those planning trips in July and August said they had not yet booked their trip, while three-quarters of those planning to travel in June had already booked their vacations.
The desire to travel is high after Spring, but Easter, which coincides with the calendar later in the year, changed the entire booking season, said TUI’s head of communications, Dian Martinez Valencia.
At the same time, according to him, there is currently an increasing trend of bookings week by week, creating pressure on the last available reservations for the summer, especially in popular destinations in July and August.
As Mr. Martinez Valencia emphasizes, from some airports, more than 80% of trips for the summer have already been booked, and those who wait until the last minute may not find availability, especially in classic destinations such as Cyprus, Crete, and Mallorca.
According to the survey, 47% of Swedes plan to travel abroad in the next 12 months, an increase compared to last year. In addition, fewer than last year said they would not travel this year (32% compared to 36% last year), while most are planning trips for July and the upcoming winter season.