Halland, a coastal county in western Sweden, is experiencing a notable increase in international tourism, with local businesses reporting a significant uptick in foreign visitors. According to the latest Sommarbarometern survey conducted by Visit Halland, 76% of tourism companies in the region have seen a rise in international guests over the past three years. This trend is supported by data showing that foreign guest nights in Halland increased by 14.2% to 333,143 during the May-August 2025 period, comfortably exceeding the national Swedish average increase of 7.7%.
The positive outlook extends into the upcoming season, with nearly 70% of surveyed firms anticipating a good or very good summer season in 2026. However, the industry remains cautious, as over 60% of companies identified weather conditions as their primary risk for the summer, overshadowing economic concerns or fluctuations in demand. "The weather is something we cannot control," noted Jimmy Sandberg, head of Visit Halland, in a statement accompanying the survey results.
Visit Halland is actively working to capitalize on this momentum, investing 4.9 million Swedish crowns over two years to attract more visitors from Germany, a key target market. The organization has set an ambitious goal to double international guest nights by 2030, linking this push to the upcoming Fehmarn Belt fixed link, scheduled for completion in 2029. Sandberg highlighted that faster travel times from Germany could significantly benefit Halland's tourism sector.
Municipal-level data shows varied growth across the region. Laholm recorded a 7.2% increase in international guests, while Hylte saw a more dramatic 35% rise during the same period. These figures underscore Halland's growing appeal as a destination for outdoor activities, beaches, and smaller cities, which are being promoted through targeted advertising campaigns both domestically and internationally.
In a related development, Halland's municipalities are also focusing on environmental cleanliness to enhance the visitor experience. The Skräpplockardagarna litter-picking initiative saw 14,578 participants across the county, including 12,650 children and 1,928 adults. Laholm stood out with 30.2% of children aged 1-16 registered for the event. Nationally, Håll Sverige Rent reported that 673,225 people participated, collecting 379 tonnes of litter from natural areas. Joakim Brodahl, deputy chief of Håll Sverige Rent, emphasized the importance of these efforts, stating that children's contributions matter "both here and now and over the longer term."
Halland's tourism strategy also includes leveraging global campaigns. In February, Visit Sweden featured Marsten, an island near Falkenberg, in its "Your Swedish Island" initiative, which targets travelers from Germany, France, and the Netherlands. This campaign aims to showcase Halland's natural attractions alongside other Swedish islands, positioning the region within the competitive nature-tourism market.
Despite the positive trends, Visit Halland has issued a data warning, noting that shifts in hotel booking systems and camping data may make some guest-night numbers difficult to compare with previous years. This caution comes as the region seeks to build on its current momentum, with the hope that increased foreign bookings, improved public spaces, and favorable weather will combine to deliver an exceptional summer season.
