Sweden’s tourism sector is experiencing a recovery driven by a significant increase in foreign visitors this spring, after a period of stagnation. While Swedish travel remained relatively flat, inbound tourism has accelerated, with Gothenburg emerging as the most popular destination. According to observations, Gothenburg is attracting tourists due to its affordability compared to neighboring Oslo, and its renowned culinary offerings, specifically the “räkmacka” (shrimp sandwich). This influx of international visitors is providing a welcome boost to the Swedish tourism industry. The city’s appeal lies in a combination of value and well-known attractions. The increase suggests a shifting dynamic in Scandinavian tourism preferences. This trend indicates a positive outlook for Gothenburg’s hospitality sector.