Scandinavian tourism has once again become one of the mainstays of the mid-season in southern Gran Canaria. Throughout the first half of 2025, more than 294.000 travelers from Sweden, Norway, Denmark, and Finland arrived on the island, with an average stay of 11,6 nights and spending per person exceeding €1.700, according to data from TUI Insight and Egatur. This represents a 9,4% increase in arrivals compared to the same period in 2024 and a 6,1% increase in average spending.
Demand is especially concentrated in the municipalities of San Bartolomé de Tirajana and Mogán, which account for 91% of the tourist accommodation preferred by this segment. In these destinations, hotel occupancy for the months of September and October already exceeds 85%, with the greatest pressure on accommodations renovated under the umbrella of the Modernization, Improvement, and Increased Competitiveness Plan (PMM).
A profitable and countercyclical clientele
The profile of Scandinavian visitors is particularly attractive to the local tourism industry due to its stability and low sensitivity to the European economic cycle. Despite interest rate hikes in Northern Europe (4,5% in Norway, 4% in Sweden), Nordic tourists maintain their spending power and plan their vacations well in advance: 58% book more than three months in advance, allowing Canary Islands accommodations to optimize prices and availability.
The market is also being boosted by a strong recovery in air connectivity. Norwegian, SAS, Finnair, and Sunclass currently operate more than 30 direct weekly flights between Scandinavia and Gando Airport, which represents a return to 92% of pre-pandemic capacity. Five weekly flights have been confirmed on the Stockholm-Gran Canaria route alone until December 2025.
Hotel investments aimed at the Nordic profile
The increasing appreciation of Scandinavian customers has driven a significant renewal of the hotel and non-hotel offering. Establishments such as El Yate, Buganvilla, and El Palmar in Playa del Inglés have completed renovations valued at over €9 million, incorporating Scandinavian design, home automation, environmental certifications, and wellness services. Forty-two percent of guests come from Nordic markets, with a repeat visit rate of over 42% annually.
Furthermore, 88% of Scandinavian tourists strongly value eco-certified accommodations, according to data from Visit Finland and TUI Insight. This is leading to a competitive repositioning, with mid-sized, family-run, and independent establishments gaining market share compared to large, overcrowded resorts.
Multiplier effect on the local economy
The return of Nordic visitors also translates into increased spending on services and experiences. According to data from the Gran Canaria Island Council, 34% go on organized hikes, 22% participate in gastronomic experiences or wine tourism, and 17% are interested in astronomical observation activities, a niche with high added value. This is in line with the tourism product diversification objectives promoted by the Canary Islands Government's 2023–2026 Strategy.
Furthermore, the hiring of cultural services, guides, and excursions generates a multiplier effect on the local economy estimated at 1,7 times the direct expenditure, according to estimates by the Las Palmas Chamber of Commerce.
Opportunities and challenges
For the hotel and investment sectors, the Scandinavian market presents clear opportunities: balanced seasonality (especially strong between October and March), low pressure on infrastructure, high loyalty, and a willingness to pay for quality and sustainability.
However, structural challenges persist: a lack of qualified staff with Nordic languages, a need to improve check-in and user experience, and an urgent need to strengthen inter-island connections to extend the combined island stay, something increasingly in demand by Nordic travelers.
Overall, the recovery and consolidation of the Nordic market not only reinforces Gran Canaria's international position as a mature destination, but also demonstrates that the volume-based tourism model can be transformed into one focused on value, sustainability, and long-term profitability.
