Top Travel & Tourism Websites in Sweden

Key Insights on Top Travel & Tourism Websites in Sweden on December 2025

As of December 2025, booking.com leads Travel & Tourism in Sweden with 2.97M monthly visits. Its audience skews mobile-first (44.89% desktop / 44.89% mobile), and traffic is up month over month 11.28% and down year over year -6.22%. sj.se holds second with 2.31M visits and a mobile-leaning mix (22.33% desktop / 77.67% mobile), while vackertvader.se ranks third with 1.8M visits.

Across the leaders, fcbarcelona.dk is the most mobile-first (99.85% of visits), whereas airbnb.com is the most desktop-reliant (72.21%). Momentum favors fcbarcelona.dk in the latest month (298,249.1%), while gronalund.com shows the steepest pullback. On a yearly view, lfc.nu posts the strongest expansion (10,946.79%), contrasted with swedavia.se (-72.47%).

Acquisition patterns also differ: booking.com is driven primarily by search, booking.com by direct, and booking.com by referral; overall, 80 of the top 100 sites are direct-led, 17 are search-led, and 3 lean on social.

These insights come from the Traffic & Market Toolkit, enriched with extensive clickstream data.

Our AI algorithms analyze petabytes of information from a blend of proprietary and external data pools, reflecting the online activities of over 200 million anonymized users.

For more detailed information on our data-gathering and analysis process, please visit our information page here.