Scandinavia Online Travel 2019: Key Developments
Note: The market sizing and analysis contained in this report were completed prior to the outbreak of COVID-19, the novel coronavirus that began in Wuhan, China and has since spread to countries worldwide. The virus will have a significant impact on global travel markets in 2020. Phocuswright is actively monitoring this highly dynamic situation, and will provide updates and/or publish new material as soon as possible.
Scandinavia has become the center of climate activism over the past two years, with “flygskam” (or “flight shame”) prompting travelers to forsake flying for rail travel to reduce their carbon footprints. Sustainability in ground travel has also gained traction, particularly in Norway, which is now the global leader in electric cars. At the same time, inbound tourism to Scandinavia has been on the upswing for several years, with visitors from India, China and the U.S. leading the charge. This publication presents a high-level summary of the Scandinavian travel market, focusing on the need-to-know developments, trends and stories that are impacting the market now.
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