Summer is normally high season for Stena Line, but this year it has proven to be somewhat more challenging than expected. The decline in the shipping company's booking numbers can be traced back to April this year, and in July the total passenger volume was 22 percent below the budget and 14 percent lower than the same period last year. The Swedish market accounts for the largest part of the decline, but the Danish market has also shown signs of slowing down.

"Unfortunately, the summer has not lived up to our expectations. We are not alone in the challenges we face, especially in the Swedish market – the entire travel and tourism industry has for a long time been affected by factors such as inflation, rising interest rates, a weak Swedish krona and reduced purchasing power of Swedish households, which unfortunately means that fewer Swedes go to Denmark" says Ulf Staaff, Travel Commercial Manager at Stena Line.

However, the negative booking trend already seems to have reversed. The early indications for August and September show that Stena Line is likely to meet their budget targets for these months.

"Although the summer did not live up to expectations, there is hope that the market will stabilize and return to growth. We also believe and hope that the continued falling inflation and lower interest rates in 2025 will lead to a recovery of both the Swedish and Danish market. But no matter what, we at Stena Line are ready to roll up our sleeves and continue to adapt to market changes," says Ulf Staaff.

© Shippax