Travel & Tourism brands excel in influencer marketing through creativity, authenticity and strategic partnerships. Discover the top 100 Travel & Tourism brands on Instagram in Sweden and across Europe, ranked by Earned Media Value (EMV).
Attractions set the pace in Sweden's first half of 2026, with Gröna Lund defending first place overall on the back of the country's biggest travel content engine, while Switzerland Tourism jumps 54 places to second and Elite Hotels Sweden climbs three spots to complete the podium. Elite Hotels Sweden leads Hotels & Accommodation, Gröna Lund tops Attractions & Experiences with the largest content volume in the report, Scandinavian Airlines (SAS) climbs seven places to lead Airlines & Transport, Airbnb moves up to first among Tour Operators & OTAs, and Switzerland Tourism surges 13 places to lead Tourism Boards & Destinations. The Swedish picture mixes local icons with international pull: Gröna Lund and SAS dominate through scale, while foreign destinations capture serious attention from Swedish audiences. This report breaks down how each segment performs on Instagram.
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