Top Travel & Tourism Websites in Sweden

Key Insights on Top Travel & Tourism Websites in Sweden on January 2026

As of January 2026, booking.com leads Travel & Tourism in Sweden with 3.24M monthly visits. Its audience skews desktop-first (53.47% desktop / 53.47% mobile), and traffic is up month over month 9.28% and down year over year -6.74%. sj.se holds second with 2.9M visits and a mobile-leaning mix (23.18% desktop / 76.82% mobile), while tui.se ranks third with 2.03M visits.

Across the leaders, fcbarcelona.dk is the most mobile-first (99.83% of visits), whereas airbnb.com is the most desktop-reliant (73.85%). Momentum favors axa-schengen.com in the latest month (5,019%), while liseberg.se shows the steepest pullback. On a yearly view, outofbounds.se posts the strongest expansion (1,407.92%), contrasted with swedavia.se (-67.85%).

Acquisition patterns also differ: booking.com is driven primarily by search, booking.com by direct, and booking.com by referral; overall, 82 of the top 100 sites are direct-led, 14 are search-led, and 4 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.