While there are reasons to believe that FR routes between Scandinavia and Spain are profitable for the carrier, the asymmetry between the Swedes and Spaniards travelling is questioning the soundness of the marketing support given by Swedish tourist board.
Barcelona residents are uninterested in Sweden. At least southern Sweden.
Despite a push by the Kalmar tourist board to draw in more travellers on Ryanair's new flight path between Barcelona Girona and Kalmar, only 300 Spanish tourists have made the trip over the season's 64 flights.
All this despite the fact that even Spain has been in on the game, trying to push Kalmar and the surrounding region as a tourist destination worth visiting.
... But the Spaniards didn't bite.
On average, each flight has had only five Spanish people heading to southern Sweden, a loss of 2,000 kronor ($305) per tourist
From
thelocal.se
To support or not, that's the question. Who should, for what and for whom. Not the only case, apparently (e.g Lappeenranta / tourism to/from Russia).