Cities and Coastal Areas Most Attractive – Kalmar Offers the Essential for a Vacation
Cities and coastal areas are the most appealing destinations for Swedes planning a domestic vacation. Kalmar has the advantage of offering both, along with an attractive range of culture and attractions – something many consider a key reason for their visit.
Kalmar: Beautiful, Historical, and Welcoming
These are the three words Swedes most associate with Kalmar. The city is particularly appreciated for its interesting attractions, delightful atmosphere, and being a beautiful destination. Access to culture and sightseeing is an especially important factor when planning a trip to Kalmar compared to other destinations.
”It is particularly exciting to see that so many are drawn to Kalmar’s culture and attractions, an area we are investing heavily in developing together with our engaged cultural actors. Culture and history give Kalmar its atmosphere. History is present in everything we do and contributes to why many find Kalmar a beautiful destination,” says Camilla Freedeke, CEO of Destination Kalmar.
Unique Destination Highlights
In Kalmar, visitors can experience both urban life and coastal environments. The city offers:
- A variety of restaurants and attractions
- A beautiful coastal city with sun and beach opportunities
- Proximity to Öland, featuring unique alvar landscapes and long sandy beaches
Key Survey Insights
The ”Travel in Sweden” survey conducted between September 1-18, 2025, included 6,672 Swedish respondents over 18 years old. Key findings include:
- Strong interest in domestic travel
- Cities and coastal areas remain most popular
- Summer is the primary vacation period
- One in three travelers spent over 20,000 SEK on summer vacation
Kalmar’s Performance Highlights
Kalmar received excellent ratings across multiple categories:
- High scores for interesting attractions
- Recognized as a beautiful destination
- Praised for its welcoming atmosphere
- Net Promoter Score of 22, significantly above average
- 71% of surveyed travelers visited during summer
With its unique blend of historical charm, cultural richness, and coastal beauty, Kalmar emerges as a must-visit destination for domestic travelers in Sweden.
