Sweden's most popular summer cities - if you ask Google

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These are Sweden's most popular summer holiday destinations, if you ask Google. We (FREEDOMtravel), in collaboration with Humbo, have commissioned a survey showing which Swedish resorts we google the most for our holidays.

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Google searches reveal which holiday towns are most popular

Google is the most influential data source available when it comes to influencing our travelling. According to several studies, it is precisely Google and friends and acquaintances we first turn to for travel tips. We wanted to investigate which places in Sweden we Swedes are most interested in visiting on our summer holidays, and we enlisted the help of Humbo.

The team behind Humbo.com specialises in understanding travel patterns and mapping interest in tourism around the world. We asked them to investigate which Swedish cities and towns are the most popular places to visit this summer. They have now done this by analysing search volumes on the Google search engine based on search terms such as 'hotel + city name' and 'to do + city name'.

Sweden's most popular holiday destinations - according to Google

The list of Sweden's most popular major holiday cities for the summer, based on Swedes' Googling, is topped by Gothenburg and Stockholm. The search volumes show that it's tight at the top and that many people are googling about hotels, what to do and what's happening in both these big cities, which indicates that many people are planning to visit Gothenburg or Stockholm this summer. Here are the top 10 most popular holiday cities in Sweden, according to Google:

1. Gothenburg - The front of Sweden offers cosy neighbourhoods, cafés, gardens and boat trips. Read more: Weekend in Gothenburg
2. Stockholm - In our bustling capital, you can visit lots of museums or go on lovely boat trips. Read more: 30 things to do in Stockholm
3. Malmö - An exciting and multicultural city with charming neighbourhoods, great beaches and exciting street art. Read more: 28 things to do in Malmö
4. Helsingborg - A lovely seaside town with cold baths and beautiful beaches. Read more: 20 things to do in Helsingborg
5. Uppsala - Student city with an impressive cathedral, but also many other historical sights and nice cafés.
6. Västerås - A nice city with nice neighbourhoods and lots of castles and attractions. Read more: 17 things to do in Västerås
7. Örebro - Here you can experience history at castles and open-air museums. Read more: 10 things to do in Örebro
8. Jönköping - A pleasant Småland town on Lake Vättern, where you won't want to miss the Matchstick Museum. Read more: 12 things to do in Jönköping
9. Karlstad - A lovely Värmland town with a lot of art and culture.
10. Borås - Art and textile city with art museums, public art and textile museum. Read more: 15 things to do in Borås

Sweden's most popular small towns for summer holidays - according to Google

Swedes don't just want to holiday in the big cities in the summer, so 40 smaller resorts were also analysed. Here you can see the most popular resorts based on searches for 'hotel + place name' and 'camping + place name'. The results show that the lovely west coast town of Varberg will be one of this summer's winners.

Popular smaller resorts for hotel holidays this summer

1. Varberg
2. Tylösand
3. Visby
4. Borgholm
5. Falkenberg
6. Piteå
7. Marstrand
8. Karlskrona
9. Smögen
10. Västervik

Popular smaller resorts for camping holidays this summer

1. Varberg
2. Falkenberg
3. Västervik
4. Strömstad
5. Smögen
6. Lysekil
7. Mariestad
8. Söderköping
9. Gränna
10. Härnösand

How the survey is conducted

To investigate the Swedes' interest in different cities and towns, Humbo has used different tools that are usually used to analyse the search behaviour of the search engine Google.

In the analysis of Sweden's most popular major holiday towns, 18 of Sweden's 20 largest towns were included. In Stockholm County, only Stockholm was included, so two towns were excluded. The analysis was based on the search terms "hotel + city name", "to do + city name" and "what's happening in + city name". Based on these searches, an index was created showing which cities in Sweden Swedes are most interested in visiting.

A total of 40 towns were included in the analysis of Sweden's most popular small towns. The selection was made through an initial googling of 'popular summer towns in Sweden'. The first 20 search results were reviewed and all towns mentioned were included in the analysis, with the exception of Sweden's 20 largest cities, which were excluded. The analysis was done on the search terms "hotel + place name" and "camping + place name". As the search volumes were relatively low, it was not possible to create an index and the results of the three analyses are presented separately.

Note that the analysis method does not provide a complete picture, but only an indication of which places most Swedes are interested in visiting during their summer holidays. 

Top image in the article: Falkenberg

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