Sweden's terrorism threat level was recently raised from 3 to 4, which could have implications for various sectors, including tourism.
Last year, foreign visitors contributed 57 billion SEK to the total tourism consumption of 249 billion SEK in Sweden. Visit Sweden, the country's national marketing organization, actively promotes Sweden as a travel destination, especially to countries like Germany, the Netherlands, the UK, France, the US, and others.
While Visit Sweden's CEO, Susanne Andersson, suggests it's too early to gauge the full impact of the higher security level, she acknowledges that media coverage can influence short-term travel decisions. She points to examples like France, where tourism suffered cancellations due to summer unrest.
Andersson notes that despite recent warnings and increased threat levels, there haven't been noticeable declines in tourist interest during the summer. The United Kingdom had cautioned its citizens about terror threats in Sweden earlier this week.
Visit Sweden aims to maintain a positive image of the country as a tourist spot. While no specific countermeasures are planned in response to the elevated threat level, if negative stories circulate in target markets, the organization will strive to balance them with positive aspects of Sweden, showcasing its serene landscapes and natural beauty.