As summer vacation kicks off, Swedes appear to leave their routines behind, prioritizing family time, rest, and—in some cases—a bit of rebellion. According to a new survey by Sifo for TUI, Swedish behavior while on holiday differs significantly from their everyday habits.
The study, conducted by Kantar Media among 1,054 Swedes aged 18 to 79, highlights both the most common—and the most unexpected—things they do on vacation abroad.
Family, Sleep… and Mingling with Strangers
The most common shift in behavior was reducing screen time and spending quality time with family or friends:
51% of respondents said they spent more time with loved ones, away from phones and tablets.
49% enjoyed waking up without an alarm clock, a luxury many don’t have in daily life.
Some were a bit more adventurous:
13% had a drink with strangers.
13% also admitted to complaining about other tourists.
The “Sunbed War” Controversy
The infamous topic of “sunbed reservation”—placing a towel early in the morning—seems to concern a minority of Swedes:
Only 9% admitted to doing it on their last trip.
The figure rises to 14% among families with children and 12% among high-income individuals.
TUI is addressing the issue: in hotels like TUI Blue Village Nausicaa Beach in Cyprus, every guest now has their own designated sunbed and umbrella for the entire stay.
Odd Holiday Habits
The survey also revealed some quirky (and personal) behaviors:
Urinating in the sea:
10% admitted to doing it.
Among young people (18–25), the number rose to 15%; among older adults (56–79), it dropped to 5%.
10% said they had more sexual activity than usual.
6% avoided speaking Swedish when they heard other Swedes nearby—possibly to disconnect from their national identity briefly.
Another 6% posted on social media with the intent to make friends or family jealous.
3% made splashy pool dives, while
2% swam naked in the sea or pool, embracing the freedom and spontaneity that holidays often inspire.
Study Details & Summary
The survey was conducted online between May 7–10, 2025, via the Sifopanel platform. Respondents could choose multiple answers, and 23% said they didn’t engage in any of the behaviors listed.
Dian Martinez Valencia, TUI’s communications officer, noted that behavior varies with age, income, and family status—but one thing is clear: for Swedes, holidays are all about quality time, relaxation, and a little bit of spontaneity.
