Telia Crowd Insights finds drop in Swedish winter sports travel due to the weak economy
Telia’s analysis of Swedes’ travel during the first three weeks of the year’s sports holiday shows a total reduction in the three largest ski resort regions compared to the previous year. The only exception was the Scanians’ trips to Åre, which increased by a whopping 22 percent compared to 2022. Swedish winter sports travel
The Swedish economy is in a difficult situation and according to Statistics Sweden, this has affected and reduced consumption among households. After an analysis of Swedes’ travel during this year’s sports holiday weeks 7, 8 and 9, Telia’s data also shows a more restrained pattern.
Overall, there were fewer trips than in 2022 to Åre, Härjedalen and Sälen, with a total decrease of 9 percent from Stockholm, Västra Götaland and Skåne. The only exception was tripping from the Scania region to Åre, which increased by 22 percent from 2022 and approached the same levels as during the pandemic in 2020–2021.
Västra Götaland was the region that canceled the mountain trip to the greatest extent this year. Trips to Åre decreased by 27 percent and trips to Härjedalen and Malung-Sälen decreased by 23 and 14 percent, respectively. Mountain trips from Stockholm also decreased slightly, with a moderate 4 percent to Åre and Härjedalen and, at most, Malung-Sälen with a decrease of 8 percent.
– What stands out is that only Scania is responsible for increased travel when the rest of the country is more restrained. Overall, it seems to have been somewhat quieter in the mountains than last year, for example, Åre has fewer people on-site during weeks 7–10 when compared to the corresponding weeks last year, says Kristofer Ågren, head of business area data analysis at Telia.
From the Stockholm, Västra Götaland and Skåne regions, Sälen was the most popular ski area to go to, as in previous years.
About Telia Crowd Insights Swedish winter sports travel
Telia’s analysis is based on anonymized and aggregated mobile network data from the Telia Crowd Insights service, which is adjusted to represent the entire population of Sweden. The service was launched commercially in 2017 and is usually used in urban and community planning, for example when a new bus line is to be built or a road is to be built.
All data is anonymized and aggregated fully automatically before use to protect personal integrity and can never be traced back to a single individual. The only thing that is analyzed is the movement pattern of groups, disconnected from the individual and person.
