No Comment - Coolcation in Sweden: Do More Summer Tourists Get a Warm Welcome?
October 21, 2026
A Coolcation is a holiday in a cooler climate, away from extreme heat. The idea raises a question for destinations such as Sweden: if more people choose to spend their summer there, how do people in Sweden feel about the extra visitors?
We put that scenario to 1,000 people in Sweden. The response was largely positive, but the answers show that “welcome” can mean more than one thing.
Most respondents are open to more visitors
The largest group, 57.2%, gave an unreserved welcome: “Fantastic, all tourists are welcome!”
Another 26.8% also felt positively about more tourists, with a condition: there should not be too many in the places where they live or go on holiday.
Together, those answers mean 84.0% are broadly positive about the possibility of more summer tourism. But only 57.2% chose the fully unconditional response. For the rest of that positive majority, the local impact matters.
Opposition is low; uncertainty is more common
Just 4.7% said Sweden already has enough tourists. That makes outright opposition the least common response.
More than twice as many respondents, 11.3%, said they had no opinion. So, while the overall response leans clearly toward welcoming more visitors, not everyone has a settled view.
A welcome that comes with a condition
The strongest takeaway is not simply that Swedes welcome more tourists. It’s that many do, while also signaling that visitor numbers in their own area matter.
That distinction is easy to miss in a single headline figure. The 84% include both people who welcome all tourists and those whose support depends on avoiding too many visitors in the places they live or holiday. The survey captures people’s views on the possibility of increased summer tourism; it doesn’t tell us whether they plan to take a Coolcation themselves or how they would feel about actual crowding in a specific place.
Syno International conducted this survey through its Answers Omnibus from September 3rd to 9th, 2026. The online survey used panels and included 1,000 people aged 18-80 in Sweden, with nationally representative sampling by age, gender and region.
No Comment is Syno International’s initiative sharing consumer views on relevant topics. Have a question you’d like us to ask? Get in touch with us at Syno.
