Top Travel & Tourism Websites in Sweden

Name: Top websites in Sweden (Travel & Tourism)
Creator: Semrush
License: https://www.srush.pykmikgiwx.cfolks.pl/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 September 2026

September 2026

Domain

Visits

Desktop share

Mobile share

MoM

YoY

Main Traffic Source

booking.com

4.14M

42.42%1.76M

57.58%2.38M

↓8.91%

↑6.63%

Direct

sj.se

1.72M

35.8%614.41K

64.2%1.1M

↓18.07%

↑2.97%

Direct

tripadvisor.com

1.46M

20.5%299.15K

79.5%1.16M

↑28.78%

↓0.66%

Referral

vackertvader.se

1.34M

21.74%290.91K

78.26%1.05M

↑11.98%

↓13.89%

Direct

ryanair.com

1.19M

38.29%457.49K

61.71%737.29K

↓10.51%

↓13.75%

Direct

momondo.se

966.18K

47.17%455.76K

52.83%510.43K

↑4.74%

↓22.95%

Direct

skyscanner.se

909.38K

50.09%455.49K

49.91%453.9K

↓2.57%

↑5.44%

Direct

hotels.com

874.26K

49.89%436.2K

50.11%438.07K

↓19.76%

↓4.81%

Direct

swedavia.se

870.84K

14.08%122.6K

85.92%748.24K

↓47.07%

↑39.88%

Direct

norwegian.com

756.62K

35.09%265.49K

64.91%491.14K

↓6.53%

↓16.98%

Direct

tripadvisor.se

748.14K

35.1%262.57K

64.9%485.57K

↓30.45%

↓11.41%

Search

flightradar24.com

736.62K

48.35%356.16K

51.65%380.46K

↓9.67%

↓5.38%

Direct

airbnb.com

731.9K

36.65%268.24K

63.35%463.66K

↑7.88%

↑14.21%

Referral

flygresor.se

724.96K

40.26%291.89K

59.74%433.07K

↓8.62%

↑3.17%

Direct

sas.se

719.63K

58.96%424.31K

41.04%295.32K

↓13.68%

↓19.31%

Direct

airbnb.se

715.99K

56.1%401.67K

43.9%314.32K

↓14.34%

↑0.02%

Direct

skyscanner.net

663.83K

27.97%185.65K

72.03%478.18K

↓3.17%

↑11.61%

Referral

thetrainline.com

538.74K

20.1%108.3K

79.9%430.44K

↑53.84%

↑114.44%

Referral

flixbus.co.uk

538.22K

17.01%91.53K

82.99%446.68K

↑39.54%

↑1,795.65%

Referral

bahn.de

527.35K

19.57%103.2K

80.43%424.15K

↑6.83%

↑79.24%

Referral

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

As of September 2026, booking.com leads Travel & Tourism in Sweden with 4.14M monthly visits. Its audience skews mobile-first (42.42% desktop / 42.42% mobile), and traffic is down month over month -8.91% and up year over year 6.63%. sj.se holds second with 1.72M visits and a mobile-leaning mix (35.8% desktop / 64.2% mobile), while tripadvisor.com ranks third with 1.46M visits.

Across the leaders, skyluxtravel.com is the most mobile-first (99.94% of visits), whereas travellink.se is the most desktop-reliant (86.79%). Momentum favors vuxenlekar.com in the latest month (10,799.29%), while letsdeal.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, 9 are search-led, and 12 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