With an unemployment rate approaching 9% and 24,6% among those under 25, Sweden is experiencing a difficult summer in the labor market. Even so, Maspalomas and Playa del Inglés remain top destinations for Swedish travelers, who maintain their loyalty to Gran Canaria as a climatic and emotional refuge.
The latest unemployment figures in Sweden, published in July 2025, show a clear deterioration: unemployment has reached 8,9%—one point higher than a year ago—and is hitting young people particularly hard, with nearly one in four of them unemployed. This domestic situation is reflected in a more cautious consumer, who is adjusting spending within the Nordic country but hasn't given up on getaways to the south of Gran Canaria, where Swedish tourism remains a long-standing favorite.
In Maspalomas, San Agustín, and Playa del Inglés, hotels and apartments saw a steady flow of Swedish guests this summer. Although average spending per visitor has slowed compared to previous years, longer stays—higher than the European average—and the search for second homes on the island offset the lower spending.
“The Swedes represent one of our traditional pillars. Although unemployment in their country is rising, they continue to come because Gran Canaria is part of their life cycle: sunshine in winter, relaxation in summer, and family ties that have been forged since the 70s,” explains a tourism entrepreneur from San Bartolomé de Tirajana.
Data from tour operators such as Ving and TUI Nordic confirm that southern Gran Canaria continues to lead the way for Swedish bookings in the archipelago, surpassing Tenerife and Lanzarote. The typical profile is couples over 50 looking for long stays, along with a growing number of young professionals who, despite unemployment in their home countries, are opting for remote work under the Canarian sun.
A combination of factors explains why Maspalomas remains an "economic haven" for Swedish tourism: stable climate, direct flights from Stockholm, Gothenburg, and Malmö, and an infrastructure tailored to its culture, from Nordic restaurants to resident communities.
With autumn just around the corner, the local sector is confident that the historical loyalty of this market will act as a buffer against the global slowdown in tourism spending in Europe. “Swedes may spend a little less in restaurants, but they're still coming. And that's what gives us stability in the low season,” summarizes a hotelier from Playa del Inglés.
Swedish tourism keeps the economic pulse of southern Gran Canaria alive amid rising unemployment in the Scandinavian country. Their loyalty makes Maspalomas a safe and strategic destination amidst the uncertainty surrounding Europe.
