The number of international overnight stays in Sweden increased by 6.6% in the first half of 2026 compared with the same period in the record year 2025. In addition to “coolcation,” Sweden’s nature and the concept of “friluftsliv” are also contributing to the country’s growing popularity as a holiday destination. We have asked Travel.se, the company of Board Member Willemijn, how they are experiencing this trend.
It’s the end of August, and the first inquiries for next summer are starting to come in at Travel.se. Families who realized that France really was too hot this year and are looking for a cooler destination for next year. Europe was severely affected by heatwaves and wildfires this summer. Southern Sweden, on the other hand, was generally sunny, with pleasant temperatures. And this is reflected in the bookings at Travel.se.
Travel.se was founded in 2024 and is run by three Dutch people living in Gothenburg: Sander Schimmelpenninck, Lynn Kleinjan and Willemijn de Groot (Executive Board Member of the Dutch Chamber). Looking back on the past two years of the young company, the three share a sense of modest pride.
While 2025 went well for a first year, our goal for 2026 was to double the number of bookings. And we have exceeded that goal! As with any start-up, we are learning a lot, and that is what makes it so incredibly enjoyable. Every phase is new, and we continue to renew and improve our processes. You have to remain open to continuously reviewing our ways of working. The positive feedback from our customers gives us the confidence that we are on the right track.
The goal was to appeal to a group that would normally go on holiday to Southern Europe, rather than the ‘typical Sweden tourist’. And we seem to be reaching that audience. People who are looking for more luxury, good food, unique small-scale accommodations and special activities, such as crab fishing, oyster picking, ceramics or outdoor cooking. Sweden is a large country, and many people feel overwhelmed by all the options available online. We specifically try to offer places that people would not easily find themselves on the major websites.
Our unique selling point for Dutch travellers (90% of our current customers) is that we are Dutch people living in Sweden. We speak both languages and know both countries, including the challenges of travelling in Sweden. And we offer something that -fortunately- cannot be replaced by AI: true personal service. Phone calls, a personalised travel plan and fast, human responses to questions. And there is clearly a need for this.
Our challenges at the moment lie in the winter season and corporate groups. Sweden as a destination offers plenty of opportunities for winter holidays, but competition with the classic winter sports countries is strong. That is why we are trying to shift the focus from ski holidays to winter holidays, with activities such as dog sledding, a walk with reindeer or skating on natural ice. In addition, we would like to focus more on corporate groups: small-scale and tailor-made trips for management teams, in special places in nature.
Where will we be in five years? Hopefully, we will have been able to expand our team while finding a good way to make many travellers happy with a trip to Sweden, continuing to deliver our personal service. And who knows, perhaps with trips to the other Scandinavian countries as well.
/Willemijn de Groot
Travel.se was founded in 2024 and is run by three Dutch people living in Gothenburg: Sander Schimmelpenninck, Lynn Kleinjan and Willemijn de Groot (Executive Board Member of the Dutch Chamber). Looking back on the past two years of the young company, the three share a sense of modest pride.
While 2025 went well for a first year, our goal for 2026 was to double the number of bookings. And we have exceeded that goal! As with any start-up, we are learning a lot, and that is what makes it so incredibly enjoyable. Every phase is new, and we continue to renew and improve our processes. You have to remain open to continuously reviewing our ways of working. The positive feedback from our customers gives us the confidence that we are on the right track.
The goal was to appeal to a group that would normally go on holiday to Southern Europe, rather than the ‘typical Sweden tourist’. And we seem to be reaching that audience. People who are looking for more luxury, good food, unique small-scale accommodations and special activities, such as crab fishing, oyster picking, ceramics or outdoor cooking. Sweden is a large country, and many people feel overwhelmed by all the options available online. We specifically try to offer places that people would not easily find themselves on the major websites.
Our unique selling point for Dutch travellers (90% of our current customers) is that we are Dutch people living in Sweden. We speak both languages and know both countries, including the challenges of travelling in Sweden. And we offer something that -fortunately- cannot be replaced by AI: true personal service. Phone calls, a personalised travel plan and fast, human responses to questions. And there is clearly a need for this.
Our challenges at the moment lie in the winter season and corporate groups. Sweden as a destination offers plenty of opportunities for winter holidays, but competition with the classic winter sports countries is strong. That is why we are trying to shift the focus from ski holidays to winter holidays, with activities such as dog sledding, a walk with reindeer or skating on natural ice. In addition, we would like to focus more on corporate groups: small-scale and tailor-made trips for management teams, in special places in nature.
Where will we be in five years? Hopefully, we will have been able to expand our team while finding a good way to make many travellers happy with a trip to Sweden, continuing to deliver our personal service. And who knows, perhaps with trips to the other Scandinavian countries as well.
/Willemijn de Groot
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