Top Travel & Tourism Websites in Sweden

Name: Top websites in Sweden (Travel & Tourism)
Creator: Semrush
License: https://shopkingall.top/company/legal/terms-of-service/

Based on data from the Semrush Traffic Analytics tool, this page reveals the most visited websites. We will be updating this list on a monthly basis, so you can keep track of all the market shifts and spot changes in user interest.

Most Visited Travel & Tourism Websites in Sweden, Updated February 2026

February 2026

Domain

Visits

Desktop share

Mobile share

MoM

YoY

Main Traffic Source

booking.com

2.88M

53.88%1.55M

46.12%1.33M

↓11.16%

↓4.28%

Direct

sj.se

1.72M

31.42%539.17K

68.58%1.18M

↓40.89%

↑0.88%

Direct

vackertvader.se

1.63M

12.56%204.52K

87.44%1.42M

↓14.8%

↑2.36%

Direct

skyscanner.se

1.05M

48.26%505.09K

51.74%541.56K

↓31.12%

↑11.28%

Direct

sas.se

1.04M

40.4%421.94K

59.6%622.33K

↓11.66%

↑7.84%

Direct

tripadvisor.se

975.42K

27.08%264.11K

72.92%711.31K

↓9.63%

↑8.8%

Search

hotels.com

905.49K

54.84%496.61K

45.16%408.88K

↓20.65%

↑13.5%

Direct

norwegian.com

876.13K

32.57%285.34K

67.43%590.79K

↓36.07%

↓6.58%

Direct

momondo.se

798.31K

50.64%404.25K

49.36%394.05K

↓17.61%

↓12.55%

Direct

flygresor.se

765.18K

30.23%231.35K

69.77%533.83K

↓32.57%

↓11.09%

Direct

ryanair.com

732.93K

50.85%372.67K

49.15%360.26K

↓24.98%

↓11.97%

Direct

tui.se

730.42K

29.31%214.05K

70.69%516.37K

↓63.93%

↓3.98%

Direct

airbnb.se

687.49K

52.92%363.8K

47.08%323.68K

↓5.49%

↓11.37%

Direct

tripadvisor.com

668.8K

29.6%197.94K

70.4%470.87K

↓6.04%

↓25.66%

Search

ving.se

623.36K

31.05%193.55K

68.95%429.81K

↓53.66%

↓4.33%

Direct

flightradar24.com

556.44K

48.92%272.22K

51.08%284.22K

↓30.61%

↑3.13%

Direct

skistar.com

536.68K

28.27%151.7K

71.73%384.99K

↓26.31%

↑1.81%

Direct

swedavia.se

479.95K

20.02%96.06K

79.98%383.89K

↓50.19%

↓63.78%

Direct

scandichotels.com

401.39K

20.34%81.63K

79.66%319.76K

↓37.25%

↑108.36%

Direct

ticket.se

390.74K

36.3%141.82K

63.7%248.92K

↓29.6%

↑7.85%

Direct

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

As of February 2026, booking.com leads Travel & Tourism in Sweden with 2.88M monthly visits. Its audience skews desktop-first (53.88% desktop / 53.88% mobile), and traffic is down month over month -11.16% and down year over year -4.28%. sj.se holds second with 1.72M visits and a mobile-leaning mix (31.42% desktop / 68.58% mobile), while vackertvader.se ranks third with 1.63M visits.

Across the leaders, rainymood.com is the most mobile-first (99.78% of visits), whereas americanexpress.com is the most desktop-reliant (74.09%). Momentum favors furuvik.se in the latest month (363.79%), while tui.se shows the steepest pullback.

Acquisition patterns also differ: booking.com is driven primarily by search, booking.com by direct, and booking.com by referral; overall, 79 of the top 100 sites are direct-led, 16 are search-led, and 3 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.

Top Travel & Tourism Websites in Sweden