Online travel agencies are reporting a surge in tour and activity bookings for the summer in Scandinavia, particularly in Norway, Denmark, and Sweden. Data from GetYourGuide, Tripadvisor’s Viator, and TourRadar all show a significant increase in bookings compared to last year. The spike in bookings for these countries is due to the rise in temperatures in traditionally popular destinations like Italy, Spain, and Greece, which are experiencing extreme heat waves and wildfires during the summer months. Travel experiences in Scandinavia lean towards outdoor activities like arctic tours and fjord cruises, making them appealing to travelers seeking cooler climates.
GetYourGuide has seen a dramatic rise in bookings, with one Norwegian village experiencing a 50% increase in bookings compared to last year. A town in Denmark, known for being the birthplace of Lego and Legoland, saw a 200% rise in bookings this year. Viator has highlighted Norway as the fastest-growing country in its portfolio, with demand exceeding pre-pandemic levels by more than five times. TourRadar has reported an 8% uptick in tours in Norway, while Denmark and Sweden are also outpacing average growth rates, contributing to an overall boost in Scandinavian tourism.
Climate change is pushing travelers towards northern European countries, as a study from the Massachusetts Institute of Technology found that the number of days with reasonably cool temperatures for outdoor activities will be significantly lower by 2100. Higher temperatures are already impacting travel patterns around the world, with more people opting for destinations in northern Europe like Sweden over the Mediterranean. Tour group organizers are also seeing bookings in Southern Europe shifting to cooler months like September, indicating a trend towards more sustainable and off-peak travel.
The growth in tourism in the Nordics is not limited to the summer months, as Scandinavian countries are benefiting from higher temperatures during ski season in the Alps, driving tourists north. A report by the European Tourism Commission found an 18% increase in overnight stays in Norway, a 12% increase in Sweden, and a 9% increase in Denmark since the start of 2024. Short-term rental supply in these countries has also increased, with a 37% rise in Norway, a 32% rise in Sweden, and a 24% rise in Finland. This indicates a broader trend towards tourists seeking out destinations in northern Europe for a variety of activities throughout the year.
Overall, the surge in tour and activity bookings in Norway, Denmark, and Sweden is driven by travelers seeking cooler climates as extreme heat becomes more common in southern Europe. The appeal of outdoor activities like arctic tours and fjord cruises is drawing in more visitors to the region, with online travel agencies reporting significant increases in bookings compared to last year. As climate change continues to impact travel patterns, northern European destinations are likely to become more popular for tourists looking for sustainable and off-peak travel options. The growth in tourism in the Nordics is not confined to the summer months but extends throughout the year, with Scandinavian countries benefiting from tourists seeking out a range of experiences in the region.
