Many hospitality entrepreneurs dream of extending the short summer season. And many Swedish travellers want to travel in the low season. So it seems a bit ironic that it should be so difficult to extend the season...?
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The summer season in Sweden is so short, so short ...
When we visited High coast At the end of May last year (in glorious high summer heat!) the cable car up Skuleberget had not yet opened, nor the waffle café at the top, nor the boats to the popular islands on the coast. But you could hike, of course, with your own packed lunch. That's how it is here in Sweden. The summer season, when the attractions are open for tourists, is very card.
We understand why. Of course, it is difficult for businesses to stay open (and pay salaries!) if visitor numbers are too low. At the same time, there are many destinations (restaurants, cafés, activity organisers...) that would love to have a longer season. And there are in fact many Swedish travellers, including pensioners and motorhome drivers, who would like to travel in the low season and who looking for places that are open. Shouldn't it be possible to extend the season ... a little?
Swedish travellers aged 57-70 want to travel in the low season
In target group survey from Visit Sweden shows that Swedish travellers in the 'new middle age' (57-70 years) want to travel and discover Sweden even in the low season. This group is also an affluent target group that is willing to pay for quality.
Shouldn't Swedish tourist destinations that want to extend the season be able to actively target this group? (As well as camper van drivers who also like to travel in the low season - tip from the editorial team!)
According to the survey, two things in particular appeal to 57-70 year olds: city holidays and 'travelling around Sweden'. The top list of desired activities includes everything from cities and culture to outdoor activities in nature and culinary experiences. Sounds like a lot of possibilities!
How can entrepreneurs extend the season?
In fact, we've heard many entrepreneurs say that they are wool extend the season. It's not easy to live a whole year on what you earn in a measly two months. We have also heard many motorhome drivers and other travellers wish that cafés, restaurants, campsites, attractions and excursions would open a little earlier in the spring and stay open a little longer in the autumn.
Therefore, it feels a bit ironic, and a bit sad, that it should be so difficult to make it happen. It is probably extremely difficult to open as a lone café if everything around it is closed. Probably a joint campaign is needed, while at the same time advertising extended opening hours to attract visitors.
Perhaps this is too challenging to implement? Maybe there is no money for this kind of investment? But wouldn't it be nice if it was easier to tourist before and after the high season (when it is often so crowded that you almost give up and choose to stay at home)?
What do you think about extending the season?
What do you think about extending the season? Would you as a camper or traveller/tourist appreciate it? What do you think would be needed to make it possible?
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Helena from Finland says:
I have also thought about it. Sad when you get to a place and everything is closed In Finland, the season seems to end when the schools start. September can offer really nice days and the motorhome is still running. The entrepreneurs also understand this. It can certainly be difficult to make a profit.
10 April 2024 - 8:56
Helena says:
It's a bit sad ... Both pre and post season can be very nice!
11 April 2024 - 14:04
Ditte says:
Have not really thought much about this. But we get away when we want and think it has worked quite well with accommodation in the places we have chosen Are no campers s I have visited the High Coast during different times and certainly wish that the cable car opened earlier. When we have been there during June, July, August and it has been running. But now I think it will close at the end of August. Sad! Up on Skuleberget, however, one can drive up at other entrances but perhaps many do not know it. Have with the travel agency in recent years chosen that option, Think that the number of visitors regulates much on popular destinations. The staff cost is large so if we are willing to pay more, maybe it could be easier. But it is expensive as it is ...
10 April 2024 - 11:14
Helena says:
I was mostly thinking of the High Coast as an example, thinking that this short season applies to many places ... But it's Skuleskogen National Park you're thinking of then, with different entrances, right?
11 April 2024 - 14:09
Monica says:
It is difficult to be self-employed and difficult to know whether people will come or not. Younger people rarely have a holiday in May, they have been on a ski trip in March-April perhaps and then the holiday has to wait and be divided up a lot today.
Pensioners, on the other hand, seem to be plentiful, it is said that we will soon have more than three million 60+, not all of them have a pension yet, many perhaps.
We have an incredibly popular café cinema nearby that shows the very latest films. It is absolutely crawling with pensioners there, quickly becoming full with several hundred and just as many remain in the queue. In case there is a chair available.
Then we turn around and we take the next date, I say that by then everyone will have seen this film. Not. Just as many again and I wonder where they all come from. There are canes, walkers and crutches and it's funny that they are so active.
We have friends in beautiful Sörmland and take a trip with them from time to time. Many fantastic cafés and farmhouses to eat or have a coffee. But it is only safe to know about opening hours in the summer months, often only two months, otherwise it can be a little from time to time. I understand them too, they can't have huge plates and nobody comes. Still, we are not a tiny country like the other neighbouring Nordic countries. Perhaps the climate, people lose the desire to make excursions.
And having staff on standby is expensive. We celebrated Christmas at a fantastic beautiful castle but they hardly had a single trained staff nowadays, difficult to find them so they were lured with accommodation in the wings by the new owner but it was ridiculously expensive. People whined at the breakfast table later. Luckily we had our own, everyone did.
Then we were in a fantastic new hotel, on my birthday in March, completely renovated giant building where Astra had its headquarters. SPA, lovely rooms, good food, incredibly nice atmosphere, so beautiful and exclusive decor and very nice staff all categories. Pools both outside and inside and much more in the way of health, total silence at night and so nice air. Good prices and here it is fully booked both weekdays and weekends all year round.
10 April 2024 - 17:42
Helena says:
Thank you for your thoughts! Yes, there are certainly challenges for companies. As you say, it's also difficult to find good staff, as we've heard many people say.
11 April 2024 - 14:11
Janne says:
Was on Gotland the week before midsummer week, half were closed by restaurants etc... Opens midsummer week we were told, this was 2015.
15 April 2024 - 6:31