Ever curious about where Brits love to travel in the Nordics?
The latest findings from Routes North, backed by the UK’s Office for National Statistics (ONS), give us a clear picture. And the winner is… Denmark! But there’s quite a bit more to the story, as you’ll see below.
Denmark: most popular overall
The latest stats from the ONS show that Denmark is the go-to Nordic destination for Brits, with over 440,000 visits last year.
It’s not hard to see why Denmark is so popular. For starters, there are fast, frequent connections from the UK, making it easy to pop over for a long weekend.
And whether you choose the hip streets of Copenhagen or the laid-back Danish islands, Denmark is a nice easy option for Brits who want to get a quick taste for the Nordic life.
| Overall number of visits | Nights spent | |
| Denmark | 442,000 | 2,874,000 |
| Finland | 181,000 | 2,094,000 |
| Norway | 346,000 | 3,186,000 |
| Sweden | 350,000 | 2,612,000 |
Sweden: surprisingly affordable
Despite its reputation as an expensive destination, Sweden emerged as the most budget-friendly Nordic destination for leisure travellers.
It’s an interesting find, but one that’s backed up by our previous research into the cheapest Scandinavian countries. So, if you’re after a Nordic experience that’s kind on your wallet, Sweden is a pretty good choice.
| Average spend per day (£) | |
| Denmark | 109 |
| Finland | 180 |
| Norway | 114 |
| Sweden | 99 |
Longer stays in Finland and Norway
For those who like to linger a little longer, Finland and Norway are the top choices.
With stays averaging around 12 nights in Finland and 9 in Norway, these countries attract travellers seeking more than just a quick visit.
This is easy to explain when you think about the enchanting northern lights in Tromsø or Santa Claus Village in Rovaniemi – they’re worth the extra days.
| Average stay (nights) | |
| Denmark | 6 |
| Finland | 12 |
| Norway | 9 |
| Sweden | 7 |
How much do British tourists contribute to Nordic economies?
British tourists significantly contribute to the Nordic economies.
Norway tops the list with Brits spending £250 million in 2022, closely followed by Denmark.
Sweden and Finland are also popular, with substantial spending from UK visitors. It’s clear that Brits’ love for the Nordics is more than just a passing trend.
| Overall spend (£) | |
| Denmark | 231,000,000 |
| Finland | 146,000,000 |
| Norway | 250,000,000 |
| Sweden | 214,000,000 |
What the numbers mean
Denmark is a clear favourite among Brits, with short trips to cities like Copenhagen still incredibly popular.
Meanwhile, Finland and Norway tend to attract longer stays – thanks in part to tourists visiting far-flung destinations like Rovaniemi and Tromsø, which require a lot more time to explore properly.
Many Brits still see Sweden as a place that’s too expensive to visit on vacation, so it’s interesting to see that it’s actually the Nordic destination with the lowest average cost per day for leisure travellers.
So, now you know which countries Brits like most. Where will your next Nordic adventure be? Start here!
