Increased tourism in Sörmland after the pandemic - farm sales of alcohol contribute to success

Olle Harlin and Josefin Lagerhorn, who run a vineyard outside Flen, have received more visits from tourists during the summer. A contributing factor for their business is that in 2025 it became permissible with the farm sale of alcohol.

- It's incredibly nice that this farm sale thing has worked out. The Germans had zero understanding that they weren't allowed to buy anything back home before, says Olle Harlin.

More foreign tourists

Tourism in Sörmland continues to increase after the pandemic. Foreign guests also come to the county to an increasing extent, the largest proportion of foreign guests come from Germany and the USA.

- Trade and shopping have gone really well and it also continues to increase with experiences. Niche experiences or rural experiences go particularly well, says Jakob Jansson, responsible for Visit Sörmland.

Record number of guest nights

July this year was a really successful month for tourism in Sörmland. A total of 241,132 guest nights were booked, which is more than any other month of July since the Agency for Growth's measurements began in 2008.

More and more foreign tourists have now also found their way back to Sörmland after the pandemic. In recent years, the number of foreign guest nights has been higher than in the years before the pandemic.

In the clip at the top, you can see how it looks at the vineyard when the tourist buses from Stockholm roll in.