Sweden has welcomed a record number of UK visitors to the country.
New figures from Visit Sweden reported a record 857,570 UK traveller bed nights, a 43% growth in in the last three years.
The UK is now the fourth largest inbound tourism market for Sweden, as it sees strong investment from both tour operators and airlines.
Gabriel Dorch, marketing manager for Visit Sweden UK, said: “We are delighted that an increasing number of British holidaymakers are discovering Sweden.
“The simplicity and sense of wellbeing offered by the Swedish lifestyle appeals to UK travellers, and we have worked closely with trade partners to develop exciting tours and products reflecting this.
“We are also proud to lead the way in offering sustainable nature tourism experiences, developing ecotourism products that highlight and preserve Sweden’s natural landscapes.”
In the past three months three new air routes have been launched including EasyJet ‘s London Luton to Stockholm, Monarch’s Gatwick to Stockholm and bmi regional’s Birmingham to Gothenburg.
Visit Sweden said these new routes proved UK visitors are looking for new experiences in the country.
It also said an expansion of operator options to Scandinavia for customers to visit Ice Hotels and see the Northern Lights has also assisted in bolstering numbers.