Visitor bookings in Borås have soared by 336% since 2018, making it one of Europe's fastest-growing tourist destinations. Once ranked as one of Sweden's ugliest cities and depicted on social media as a dystopian place with burning churches and roaming zombies, Borås has successfully revamped its image. The municipality's strategic response to this negative portrayal appears to have been effective.

Since 2018, Eurostat, the EU's statistics office, has tracked accommodation bookings on platforms like Airbnb, Booking.com and Tripadvisor. By 2023, Borås ranked seventh among Europe's most popular cities.

Thomas Walfridsson, CEO of Borås destination company TME, credits this surge in visitors to a combination of factors, including the growing trend of nature tourism, Borås' scenic countryside, its proximity to Gothenburg Landvetter Airport, and effective municipal communication efforts. He highlights the town's strategic collaboration with Gothenburg as a key driver in attracting more international visitors.

While traditional tourist destinations like France, Germany, Italy, and Spain still lead in overall numbers, Sweden, and Borås in particular, have seen significant growth in digital bookings, underscoring a broader shift in travel patterns across Europe.

Top things to do in Borås – the art and textiles town

Fashion from forests - Credits: Anna Sigge/Smart Textiles/imagebank.sweden.se (Download)

Knitted dress made of 100 per cent paper from Swedish forests. Produced by Smart Textiles at the University of Borås in collaboration with a number of Swedish companies within the project Design for Recycling. The project is part of the Swedish strategic innovation programme BioInnovation

• A good place to start would be to take a road-trip to see the gardens, culture and shopping between Gothenburg and Borås
• Head to Sandwalls plats, in the heart of Borås, the town's piazza, with swaying palms and local restaurants, cafes and wine bars. Sit on the steps leading down to the Viskan, listen to the buzz from the outdoor serving areas and admire the flower beds in the town park on the other side of the river.
• Check out Textilmuseet and the Textile Fashion Center, international centers for fashion, textiles and design.
• Take a guided street-art tour. It's impossible to miss all the street art filling Borås. It feels like almost every wall is decorated with creative graffiti or a mural, and there's a sculpture in every square and open space. Go on a guided tour around the town or follow the art map on the West Sweden Street Art Trail.
• If this has inspired, pop by Borås Konstmuseum, and explore three floors of contemporary art.
• Any visit wouldn´t be complete without Swedish Fika. Tasty creation and good coffee are to be had at Utbult Borneby & Co
• For something more substantial book a table at NOR Brasserie where Nordic cuisine is celebrated with a European twist. The focus is on local ingredients while updating their dishes with central European flavours.
• Just outside the town sits the gorgeous Bruket I Wiared. The perfect boho place to pop in for fika, a meal or stay over in one of their villa rooms or glamping suites. Photo: Katrin Bååth/westsweden.com (Download

Borås is a 30-minute drive east of Gothenburg Landvetter airport by public transport or hire car.

More information on Borås

Further information on both Gothenburg and West Sweden

Eurostat Source: Short-stay accommodation offered via online collaborative economy platforms