This chapter charts the potential of domestic tourism in the Nordics in future. The chapter begins with a presentation of the views on the future of domestic tourism in the Nordics in general: what kind of expectations are there towards domestic tourism in the Nordic countries and among Nordic tourism enterprises? Are the companies interested in attracting more domestic tourists in the future? In which direction do they expect domestic tourism’s share of their revenue to go?
After this initial presentation, the chapter looks at the reasons behind the expected trends. The country reports and the results of the workshop included views on both potential pull factors and the challenges of domestic tourism in the Nordics. As part of the survey, the participants were asked to identify the most important of those pull factors and challenges. Here, the results are presented and compared with additional insights gained from the interviews in order to gain a comprehensive view of the future of the domestic tourism in the Nordics as well as its advantages and hindrances.
Main findings in this chapter are:
The expectations of the future of domestic tourism in the Nordics are generally positive.
The Covid-19 pandemic has been an eye-opener for the potential that domestic tourism has in the Nordic countries.
Increased interest in sustainable and responsible modes of tourism, as well as to nature tourism destinations is seen to benefit the domestic tourism in the Nordics.
Most relevant challenges for domestic tourism are seen to be the financial situation and recovered interest in tourism abroad.
5.1. Expectations of future of domestic tourism
According to the interviewees, there is strong interest in developing domestic tourism in all the Nordic countries and autonomous areas. Covid-19 was described as an eye-opener for the potential that domestic tourism has in the countries. For the future, sustainability and improving the digitalisation of the tourism industry were identified as common themes across the Nordic countries. According to the country reports, tourism industry in the Nordic countries will rely on nature-based tourism products as well as culture-related activities. These are very suitable development trends for increasing domestic tourism in the future. However, country reports raise individual issues such as economic trends and exchange rates of currency, accessibility and weather that affect the views about the growth of domestic tourism.
According to country reports, in Sweden, the future of domestic tourism has not been main interest of the relevant agencies and it is difficult to find sources analysing the matter further. Interviewees point out that economic developments can affect the growth of domestic tourism significantly – if the economy deteriorates, travelling locally will increase. Yet, despite the economic situation, interviewees saw potential for growth in domestic tourism due to hesitation regarding long-distance travel and climate change induced warmer weather in southern Europe during the summer months. Additionally, the trend of nature-based tourism is well recognised in Sweden and can help domestic market to grow.
In Denmark, the volume of domestic tourism has stayed in a higher level after the Covid-19 pandemic. In a survey conducted in the spring 2022, 25 per cent of the respondents said they will travel more in Denmark in the future due to the corona crisis. According to the interviews, partly as a consequence of the pandemic, domestic tourism became higher priority to different stakeholders in tourism industry. Many innovative tourism products were created, and marketing was targeted to domestic tourists. More importantly, according to the interviews, domestic tourism sector has become part of national tourism strategies. This increased interest will probably mean that the domestic sector will grow in the future as well.
Finland also focuses on sustainability and digitalisation, but its forecasted growth in domestic tourism is moderate and faces challenges with accessibility and economic instability due to the inflation. Interviewees pointed out the need to develop train and flight connections in Finland, though most of the domestic trips are made by car. Also, interviewees pointed out that the instability, both in household economies and in the general security situation in Europe, makes forecasting challenging and radical negative changes in these themes will inevitably have an effect on domestic tourism in Finland and all over the Nordics. In Finland and in Sweden, the recession and inflation were mentioned as major impact factors for domestic tourism in the interviews.
In Iceland, the interviewees highlighted the shift caused by the Covid-19 pandemic in how significant domestic tourism was perceived, but its market share compared with inbound tourism is still small. There is no analysis of the future of the domestic market, but interviewees pointed out that stakeholder learned much about domestic market during the pandemic. It is still early to say what is the full impact of the Covid-19 induced shift towards domestic tourism, but the interviewees agreed that domestic market will be important in the future for sustainability in the tourism industry and destination development, since domestic tourism tends to be less taxing to the environment and it makes the whole industry more socially acceptable.
In Norway, a forecast expect 45 per cent growth until 2030 for the tourism industry as a whole and that the domestic tourism, especially by local same-day visitors, will be growing a little faster than inbound tourism. Recovery of outbound tourism has lowered the number of domestic tourists after the pandemic, though one interviewee pointed out that activities, products and experiences related to food, cultural and historic tourism as well as outdoor activities such as cycling, fishing and archery are thought to be trending in the coming years amongst the Norwegian domestic tourists.
In terms of the future outlook of domestic tourism in the autonomous areas the interviewees emphasised a growing interest, though the possible volume of the domestic market is much smaller compared to other Nordic countries. In Greenland, the long distances within the region challenge the growth of the domestic tourism, but there are initiatives to enhance the infrastructure and build new airports for better access for domestic travellers as well. In the Faroe Islands, an interviewee saw future potential in domestic tourism as a consequence of price shocks and climate change. On the other hand, he emphasised that there will probably always be a demand to go to other countries among people in the Faroe Islands because of the warmer weather abroad. According to the interviewee, in Åland, domestic tourism will be higher on the agenda in the future, and campaigns created during Covid-19 pandemic, promoting Åland to Ålanders, will continue. The pandemic emphasised that domestic tourism is more important than its small share of total tourism indicates. The residents are a very important target group, and domestic tourists are Åland’s ambassadors outside Åland as well.
The survey results support the generally positive outlook about the future of domestic tourism in the Nordic countries expressed in the interviews and workshop. The open-ended question ‘How do you see the potential of domestic tourism in the Nordic countries?’ was analysed with the help of artificial intelligence classifying the comments’ sentiments as very positive, positive, neutral, negative, very negative or mixed. Overall, 60 per cent of the comments were positive and only 12 per cent were negative. When comparing the share of sentiments in different countries, the results are consistent with the overall results for all the Nordic countries except for Iceland, where the percentage of negative comments was slightly higher (17%), and the percentage of positive comments lower (34%) compared to other countries. (Figure 37). This probably reflects the lower volume of domestic tourism in proprotion to inbound tourism in Iceland compared to continental Nordic countries.