Inspired by Greta Thunberg, Sweden invented flight shaming, now it's desperately begging airlines to come back

Time of India

21 hours ago

Sweden Flight Shaming Backfires as Country Drops Air Tax to Revive Economy-
Sweden, the birthplace of the 'flight shaming' movement, has now reversed course by scrapping its aviation tax in hopes of reviving a struggling economy. The move, effective from July 1, 2025, marks a sharp departure from Sweden's climate-focused past, where flying was discouraged to reduce carbon emissions. The air tax, which ranged from 76 to 517 kronor (£5.50–£37.40) per passenger, had been in place since 2018, championed by the then centre-left government.
But with Sweden's economy shrinking and regional aviation collapsing, the country is now welcoming airlines back—with open arms and tax breaks. The decision has triggered both praise from the aviation industry and disappointment from climate advocates.
Why did Sweden scrap its air tax despite its eco-conscious reputation?
Sweden's aviation tax was introduced at a time when environmental awareness was peaking. In 2018, the same year the tax was enforced, Greta Thunberg, then 15, launched her first school climate strike outside the Swedish Parliament. This led to a cultural wave known as 'flygskam' or flight shame, where people deliberately avoided flying to reduce their environmental impact.
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According to a 2019 survey, nearly 25% of Swedes were avoiding flights, up from 17% in the previous year. The impact was significant: Sweden's national airport operator, Swedavia AB, recorded a seven-month decline in passenger numbers in 2019. That year also saw the slowest growth in airline travel in a decade, while train travel through SJ, the national railway, soared to 32 million passengers as more Swedes opted for 'climate-smart' travel.
What were the economic consequences of flight shaming in Sweden?
Over the next seven years, international flights to and from Sweden dropped by a third. Smaller airports, especially in northern and remote regions, began to suffer. Ryanair completely exited the domestic market in Sweden, and Bromma Airport, near Stockholm, almost shut down due to lack of use. By 2025, only one regional airline, Västfly, was operating from Bromma.
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The situation worsened during the COVID-19 pandemic and a recession in 2023, followed by a 0.3% GDP contraction between April and July 2024. The new right-wing government, elected in 2022, responded by scrapping the air tax and announcing a £76 million investment into aviation infrastructure. Officials claimed there were 'few reasons to feel flight shame' in today's context.
How did airlines respond to Sweden's tax reversal?
The response from the aviation industry was swift and supportive. Ryanair reintroduced two aircraft to its Swedish operations and announced ten new routes. EasyJet welcomed the move, saying it would help keep flying affordable. Norwegian Airlines added new routes between Norway and Sweden.
The International Air Transport Association (IATA) praised the decision, stating:
'Taxation of air passengers is counterproductive economically and ineffective environmentally.'
The government now hopes the boost to the aviation sector will support regional development, increase connectivity, and restore consumer confidence.
What does this mean for Europe's green aviation efforts?
Sweden's reversal is being closely watched by other European countries that introduced their own versions of flight taxes or bans on short-haul flights:
Germany raised domestic flight taxes by 75% in 2020.
Belgium has a €10 boarding tax on short flights.
The Netherlands imposes a €29.40 tax on every flight, no matter the distance.
Denmark, as of January 1, 2025, charges 50DK (£5.73) for intra-Europe flights and up to 410DK (£47.55) for long-haul.
France banned short domestic flights where train travel takes less than 2 hours 30 minutes.
Spain is considering a similar ban that could cut domestic flight emissions by 10%.
Still, critics argue these moves don't go far enough. Environmental group Ecologistas en Acción called Spain's proposal 'purely symbolic,' while others say broader, more enforceable bans are needed to meet global climate goals.
Can aviation ever be green without hurting economies?
This is the central question Sweden now forces the world to confront. The conflict between climate action and economic recovery is more visible than ever. Justin Francis, co-founder of Responsible Travel, commented:
'Some governments' short-term attitudes to regulating aviation have shifted, but the science hasn't. Aviation is still one of the fastest-growing sources of emissions.'
Francis argues that taxing aviation fuel, rather than passengers, could be a more balanced approach. The proceeds, he says, should be directed toward low-emission aviation research and expanding rail networks.
But until electric or hydrogen-powered planes become commercially viable, countries may struggle to reduce aviation emissions without disrupting connectivity, tourism, and regional economies.
What's next for Sweden and Europe's aviation future?
Sweden's U-turn offers a real-world lesson on the challenges of balancing environmental goals with economic pressures. The case will likely influence how other countries adjust or reinforce their aviation policies in the coming years.
For now, it's clear that while climate ideals sparked the flight shaming movement, economic realities have the final say.
FAQs:
Q1: Why did Sweden end its flight shame policy and scrap the air tax?
Sweden dropped its flight tax to support its economy and revive regional air travel.
Q2: How has Sweden's flight shaming reversal affected airlines and travel?
Airlines like Ryanair and EasyJet are expanding again as Sweden lifts the aviation tax.