Tourism in Halland Reaches Record Levels
Tourism in Halland continues to grow at a record pace. According to preliminary figures from the Growth Agency, Halland is one of the regions that has increased guest nights the most in Sweden in 2025. Moreover, in line with Visit Halland and municipal efforts, the increase is particularly notable in international guest nights.
”These are incredibly impressive numbers, and it’s wonderful that Halland continues to grow! What’s especially delightful is that we’re not just growing in the Swedish market, but the increase is primarily due to more German, Danish, and Norwegian guests discovering the region. And they are increasingly visiting Halland outside of peak season,” says Jimmy Sandberg, CEO of Visit Halland.
Significant Growth Beyond National Average
Preliminary figures show Halland’s growth is far above the national average for both domestic and international guest nights. All Halland municipalities have seen impressive increases, particularly in foreign visitors. Despite the growing number of visitors, the region still sees significant potential for expansion.
”We have long been a vacation favorite in Sweden, but Halland remains a hidden gem for most people in Germany, Denmark, and Norway. We also know that much of what is desired for a great vacation experience is exactly what exists here in Halland. That’s why we work extensively to increase awareness of Halland in international markets, and it’s very exciting to see such beautiful results,” Jimmy Sandberg adds.
Future Transportation Developments
By 2029, the new Fehmarn Belt connection is planned, which will make Halland’s geographical location even more competitive. Region Halland, together with Visit Skåne and the City of Malmö, has initiated a report on future transportation scenarios for southern Sweden.
”Both the Fehmarn Belt connection and the expansion of Copenhagen Airport are expected to have significant importance for the tourism industry in southern Sweden, as travel becomes shorter and we find ourselves in the heart of a cohesive area with over 12 million inhabitants within reasonable travel distance.”
Important Statistical Notes
- In 2024, many hotels changed booking systems, which sometimes led to guest origin not being registered
- Changes in collection methods for seasonal guests have resulted in increased registered guest nights
