Uncertainty about the rules and restrictions that will apply to international travel in the future will probably mean that people wait for the last time to book their vacation trip.

At Visit Halland, the region's visitor industry department, they expect many Swedes to stay in Sweden on the holiday, a so-called home ester. Partly because it can feel safer to be at home and partly because it can be a quick jerk when it is an opportunity to book a trip.

- We have fantastic beaches and a strong camping industry. A general trend is that people are increasingly looking for nature and packaged nature experiences. We believe it will increase because they do not have the same risk factors for spreading infection outdoors, ”says Jonas Olsson, Head of Visit Halland.

New holiday formats

Region Halland now prioritizes marketing abroad and appeals to the Swedes instead. Two project managers are employees who, together with Dutch companies, will develop new holiday formats to attract tourists to Halland.

- We are now focusing on getting the new Swedish website first, says Lisa Söderholm, communicator at Visit Halland.

Hear more about how Visit Halland is reasoning and preparing for the tourist season in the clip above.