Aviation, Travel and Tourism

Flight-free: What Swedish views on travel might tell us about the future

In Sweden, 80% of national flight emissions are caused by leisure and holiday travel. Image: Unsplash/ Jon Flobrant

Sara Ullström

PhD Candidate in Sustainability Science, Lund University

Kimberly Nicholas

Associate Professor of Sustainability Science, Lund University


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Media analysis identified five themes of holiday air travel: the purpose of vacation, ideas of the good life, time, mobility, and climate change. Image: Lund University

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Representations of holidays used to evoke aspirational luxury (left) and air travel as a way to make time to relax (centre), but there has been a shift to more coverage of slower travel that doesn’t include flying overseas (right). Image credits (from left to right): SAS/The SAS Museum Oslo airport Norway, 1950s; TUI Sverige, 2019; Vagabond travel magazine, 2018. Image: SAS/The SAS Museum Oslo airport Norway, 1950s; TUI Sverige, 2019; Vagabond travel magazine, 2018.


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Aviation, Travel and TourismSwedenFuture of the Environment


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