This study aims to identify tourist segments present during the summer season in a northern European seaside resort setting. Demographic changes on a global scale bring with them dramatic changes in tourist demand and behavior. This poses new challenges for places that have a history of being attractive summer tourist destinations, challenges that can only be dealt with by informed actors. The small coastal town of Lysekil was chosen as the case of study since it has a history as a traditional northern European seaside resort, experiencing problems with adjusting to changing tourist demand and behavior. In addition, it is geographically separated from other similar towns which facilitates data collection. Data was collected during the summer season, from May to September, with a structured survey. The results identify five segments, what characterize them and when they are present.