Visit Sweden is celebrating a hugely successful year for the UK market.

The past year has seen UK visitor numbers to Sweden soar, a wealth of new campaigns, new tourism products and the launch of three new flights from the UK.

Annual figures from Visit Sweden show that UK traveller bed nights hit a record number of 857,570 in 2016. With 600,170 UK traveller bed nights recorded in 2013, this represents a 43% increase in the space of just three years. Visit Sweden anticipates further growth this year – the latest statistics show that UK traveller bed nights to Sweden between January and August 2017 hit 617,227, an increase of more than 12,000 on 2016’s record figures. This growth makes the UK Sweden’s fourth largest inbound tourism, with the country seeing strong investment from the UK travel industry.

Proving that UK visitors are looking for new experiences off the beaten track, a new route between London Gatwick and the lesser known region of Jämtland Härjedalen in northern Sweden, gateway to Sweden’s premier downhill ski resort of Åre, was launched by easyJet at the end of 2016.