The survey, based on 122 responses collected at accommodation facilities and Luleå Airport, is limited but still provides a valuable indication, Luleå kommun said. It targeted two facilities and also interviewed travelers at the airport. The survey results indicate Luleå is perceived as a multi-day destination, with 93 respondents stating they visited for 3–7 days and 22 staying between one and two weeks.
According to Luleå kommun, the majority of international visitors choose to stay a longer time in Luleå, which indicates that Luleå is perceived as a destination with content that lasts several days, and weeks. Visitors most often highlight Luleå's winter and nature experiences as highlights, Luleå kommun reported. Among the most frequently mentioned are: the frozen sea ice and winter landscape, dog sledding, snowmobiling, and snowshoeing.
Many describe the experience with words like 'magical', 'beautiful', and 'unique', and visitors also highlight a friendly and safe reception from guides and the local population. This longer-stay trend creates increased revenue for the local business community and strengthens the conditions for developing a sustainable, year-round-based destination, according to Luleå kommun. There has been good cooperation with students from the Hotel and Tourism program and with Kompetenslotsen at the Labor Market Administration to conduct the survey at Luleå Airport and at the accommodation facilities, Luleå kommun said.
At several hotels, guests have had the opportunity to answer a questionnaire about their stay via a QR code. The survey did not specify what specific improvements will be implemented, how the Net Promoter Score of 58 compares to previous years or other destinations, or the demographic breakdown of respondents.