More Halland tourism companies are reporting guests from abroad, and the sector is heading into the 2026 summer season with cautious confidence. Visit Halland's Sommarbarometern found that 76 percent of surveyed companies said they had seen an increase in international guests over the past three years.
The survey, published at 08:00 on 16 June 2026, covered 46 companies across Halland's tourism industry, including accommodation providers, visitor attractions, restaurants and activity firms. It points to a market that is broadening beyond domestic summer trade and giving businesses a stronger base as the season begins.
For the companies that answered, the outlook for this summer is mostly positive. Seventy percent think the 2026 season will be good or very good, and 30 percent said bookings are either better than or similar to the same time last year. That suggests the visitor flow is holding up, even as operators keep watching the same factor that can make or break a summer on the west coast: the weather.
More than 60 percent of respondents said bad weather is their biggest challenge for the summer, a reminder that even a strong booking picture does not remove the risk that can quickly dent demand for beaches, outdoor activities and other seasonal attractions. Weather has also been the main uncertainty in previous years, so the concern is familiar rather than new.
Visit Halland, the region's tourism department, said the trend matches what businesses are seeing on the ground. Jimmy Sandberg said Halland is becoming more attractive outside Sweden as well, helped by a combination of coast, nature, food experiences and activities that keeps drawing more visitors.
What remains unknown is how much international traffic has risen in absolute numbers. The survey shows the direction of travel, not the full scale. For accommodation providers, restaurants and activity companies, that means the key question now is not whether foreign demand exists, but whether Halland can turn this summer's promise into a season that matches the expectations already building across the county.
