SAS Trends: Record demand for Scandinavia and the key drivers of travel in 2026
April 28, 2026
Sweden, Norway and Denmark each recorded their highest number of tourist overnight stays in 2025, and SAS passenger volumes to Scandinavian destinations are up more than 10% year-on-year. It is the sharpest signal in this year's data, and one of five trends shaping how and why people travel in 2026.
The SAS Travel Trends 2026 report draws on SAS booking data, network insights and broader market analysis to identify where travel behavior is shifting and what is driving it.
Heading North
Travelers are increasingly drawn to Northern destinations known for natural beauty, seasonal contrasts and unique experiences. This includes demand for Northern Lights, Arctic travel and outdoor activities, alongside growing interest in Nordic culture and traditions.
Self-Care Travel
Trips designed around personal wellbeing, relaxation and mental health. Alongside traditional sightseeing, travelers are increasingly seeking experiences that help them disconnect and recharge, reflected in rising global searches for "wellness" and growing interest in quietcations and sleep tourism.
Flexcation
The blend of work and leisure enabled by remote working and flexible schedules. SAS data shows more business travelers departing or returning at weekends, indicating trips are increasingly being extended for leisure.
Destination Dupes
Alternatives to well-known hotspots that offer similar experiences with fewer crowds and lower costs. SAS now serves more destinations with fewer than 5,000 annual passengers, reflecting demand driven by cost, overtourism concerns and the search for more authentic experiences.
Baecation
SAS data shows couples travel increasing again. After a period where solo and multi-generational travel gained traction, SAS has seen a higher proportion of leisure bookings made for two people compared to the previous year.