Skövde: A Thriving Destination in Sweden’s Tourism Landscape – November 2025 Update
Record-Breaking Tourism Summer
Sweden experienced its strongest tourist summer ever in 2025, with total guest nights increasing by 3.4% and foreign guest nights soaring by an impressive 8.8%. The global travel appetite has returned to levels surpassing 2019.
Skövde’s Impressive Growth
Skövde continues to strengthen its position as an attractive destination. During the summer months of June-August 2025, the city registered 76,376 guest nights, representing a 7.2% increase compared to the previous year. This marks the second consecutive year of over 7% growth, with results being the strongest since 2018.
Key Highlights
- New Team Member: Johanna Wichers joins Next Skövde, bringing extensive destination development experience
- Gaming Success: Nuggets Entertainment’s ”RV There Yet?” sold nearly 1.3 million copies in just over a week
- Food Festival: 95% of visitors gave a positive overall rating
Upcoming Events and Initiatives
SM-veckan 2027
Preparations are in full swing for the national sports event, with ambitious goals including:
- Approximately 40,000 unique visitors
- At least 50 million SEK in tourism economic effects
- Top 10 national media coverage
Winter Campaigns
Next Skövde is launching targeted winter campaigns for Billingen, focusing on cross-country skiing and downhill skiing, with special emphasis on the Danish market.
Future Strategy
The organization is preparing to launch ”Press Paus to Play” in 2026, a campaign targeting weekend travelers, particularly young adults and families. The goal is to promote Skövde as an attractive destination for leisure and experiences.
Conclusion
Skövde continues to demonstrate remarkable growth and innovation in tourism, events, and destination development. With strategic initiatives and a focus on diverse experiences, the city is positioning itself as a must-visit location in Sweden.
