The destination we are talking about is Koh Samui in Thailand. But why should our target group choose for this destination instead of another one? We have analysed three other countries and looked at the pros and cons.Swedes like going to travelling and they often choose the destination which offering the high quality and value . They like the short breaks and city trips in major cities, but the most popular trip is sun-and-beach trip .Many Swedes like choose warmer weather when they travel abroad. Their choose holiday both in the summer and in the cold winter. Swedish travellers are relatively conservative consumers, they are seeking high value when they book hotel at the destination. However, they are willing to pay for quality and service, and the price include all things, such as hotel, spa, water sport. Koh Samui (Thailand)Swedes like Thailand because the hot climate and beaches. Its value-for-money proposition,especially the Swedes in the European winter season. Thailand gets competition from Turkey and Spain during the European summer and gets competition from Dubai and Egypt in winter.The island of Koh Samui is located approximately 500 kilometers in the south of Bangkok,Thailand. It is the third largest island in Thailand.The weather of Koh Samui is really pleasant most of the time. Koh Samui has three distinct seasons: dry, hot and rainy. This makes its climate warm and humid all the whole year. The humidity level stands between 70% and 85% and the temperatures averages at around 28°C. Koh Samui is the one of the best destination for all that vacationers from cooler temperate countries, such as Swedish ,Finnish, Dutch. They really like the sunshine and warm weather.Generally the weather is pleasant in the whole year, the travellers will rarely feel cold.The optimum weather conditions between December and August in Koh Samui. The travellers will get the best travelling experience.Pros: Koh Samui is more suitable for a quiet vacation, because the scenery is particularly beautiful, especially suitable for diving. Therefore its most suitable for quiet vacationers and single travellers. Most tourists are Western people in Koh Samui, so the local restaurant taste have a really western taste. It is really good for Swedes.Cons:compare with Spain,Koh Samui is a long haul trip. Koh Samui is not the most suitable island for backpackers at first glance. As the price is quite expensive, the resorts on this island are most suitable for middle class tourists.SpainSpain provides three important qualities that Swedes seek in a holiday destination – guaranteed sunshine, welcoming people and value for money. The country has continued to grow in popularity as Swedes are deterred from travelling to Egypt and North Africa due to political and social unrest. The Spanish islands – the Balearics and the Canaries – have attracted a growing number of Swedes seeking sun and beach holidays in the summer and winter period. Improvements in terms of luxury developments have proved an attractive proposition for Swedish tourists. The island of Gran Canaria registered 333,139 Swedish tourists in 2013, rising 15% year on year, as revealed by the Gran Canaria Tourist Board. On average, Nordic tourists spend ten days when visiting the island of Gran Canaria. Travel to Spain is still quite seasonal as dictated by charter packages, but is becoming less so as Swedes now choose Spain in autumn and spring, and organise travel independently.In the Balearic Islands, the climate is Mediterranean, with mild winters and hot and sunny summers, a bit sultry but tempered by sea breezes. In plains and coasts, the average temperature of January and February is between 9°C and 11°C (48°F and 52°F), while that of July and August is about 24/24.5°C (75/76 °F). Rainfall is generally not abundant, since it amounts to 400/450 mm (15.5/17.5 in) per year on the coast, and follows the Mediterranean pattern, so it is more common in autumn and winter, and decreases gradually during spring, reaching its low in summer, when it almost never rains. Pros:The islands of Spain are very close to Sweden, the Swedes only spend few hours for flight. The climate is very nice in summer.Cons: The price of the Spanish islands is very expensive. The tourist can not get nice spa in these islands. These islands are very crowded and not quite environment.The weather is a liitle bit cold cold in winter and spring.EgyptEgypt is located in the north-eastern corner of Africa and south-western Asia. Egypt is bordered by the Mediterranean Sea to the north, the Gaza Strip and Israel to the northeast, the Red Sea to the east, Sudan to the south and Libya to the west.In comparison to Europe or North America, everyday expenses in Egypt are low.From SE Asia, prices are quite similar with regards to food, accommodation and living expenses.Vegetarian meals can be eaten for less than $1 per meal and beds can be bought for around $4 a night.Egypt is blessed with an abundance of magnificent ancient historical sites – but almost all charge entrance fees. The normal fees for each site range from about 30 LE – 80 LE ($5.20-$13.85)(1/2 price for students), which seems like quite a bit when thinking in Egyptian terms, but is really quite reasonable considering the significance.Travel to Egypt peaked in 2010 before the start of the Arab Spring Uprising in 2011 but according to Vagabond’s Travel Barometer 2014, Swedish travel to Egypt was down by a third in 2013. The Central Agency for Public Mobilisation and Statistics (CAPMAS) reports that in 2013, tourism was down substantially due to political instability, which culminated in president Morsi being ousted from the military. In August 2013, Sweden’s foreign ministry advised against travel to Egypt, leading Swedish tour operators to cancel all trips to Sharm el-Sheikh and Hurghada. Overall, Egypt attracted just 9.5 million tourists in 2013, compared with 14.7 million in 2010, according to the tourism minister Hisham Zaazou.Pros:The local price of Egypt is very low.Egypt’s Mediterranean region is Mediterranean climate, hot and dry in summer and mild and rainy in winter. Other parts of Egypt belong to the tropical desert climate, which is hot and dry throughout the year.Cons:Egypt’s political environment is unstable.It is a big security problem.Egypt is a highly conservative country, so this is not the place to be breaking out your hot pants and strappy tank tops. You will stick out less like a sore thumb if you dress modestly, covering shoulders, cleavage and knees.Dubai (UAE)Dubai is located on the Persian Gulf, in the northeast of the United Arab Emirates. Dubai is the second largest emirate with an urban area of 3885 sq km and the city is roughly 35 sq km.The line of the Tropic of Cancer crosses through the UAE, causing the weather in Dubai to be warm and sunny. In the winter it has an average daytime temperature of 25°C , nearer the coast 12-15°C , in the desert or mountains 5°C. With the nights being relatively cool. Near coastal areas humidity can average between 50% and 60%.In the summer, the weather in Dubai is very hot and humid, with temperatures reaching mid 40’s. Even the sea temperature can reach 37°C , with humidity averaging over 90%.Rainfall in Dubai is infrequent and does not last for a long period. It mostly rains during the winter period in the form of short gushes and an occasional thunderstorm. On average, rain falls only five days a year.Dubai’s population stands at an estimation of 1.5 million, with three quarters of the population being male. The city of Dubai is made up of a multicultural society; with only 5% of local Emiratis, the rest are expatriates from all over the world.Pros:The tourists can get very good travelling experience in Dubai.For exmaple, the tourist can see the world’s largest dancing fountain!Cons: Dubai is a destination of islamic culture,so the female tourists should pay attention several things.Islamic culture is different to Western Culture.For instance,don’t sit in the front seat of taxis unless the driver is a woman.Avoid direct eye contact with men (dark sunglasses help).Dressing modestly means covering your shoulders, knees and neckline.