Borgholm's history as a popular bathing and health resort started as early as 1864. It was the Öland air that was considered particularly beneficial. Guests flocked from all over Sweden, often via one of the boats that operated between Borgholm and Stockholm. In connection with the opening of the Öland Bridge in 1972, tourism on Öland practically exploded. Borgholm has since then been a well-visited summer town, where activities, concerts and events replace each other, such as the celebration of Crown Princess Victoria's birthday on 14 July.