Facts about Stockholm’s tourism industry · FACTS ABOUT STOCKHOLM’S TOURISM INDUSTRY 2012 ... Unique quality of life, growth and, above all, ... e.g. China, Japan, India.

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FACTS ABOUT STOCKHOLM’S TOURISM INDUSTRY 2012

Facts about Stockholm’stourism industryStatistics for 2012

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Content

3 A city of events

4 Stockholm – The Capital of Scandinavia

5 About Stockholm Visitors Board

STOCKHOLM IN PERSPECTIVE

7 Stockholm’s international position

THE STOCKHOLM VISITOR

10 Where visitors come from

12 How visitors travel to Stockholm

14 Where visitors stay

Commercial accommodation

16 – hotels

18 – hostels

19 – vacation villages

Why people travel to Stockholm

20 Leisure and business visitors

22 International meetings and conventions

23 Events and attractions in Stockholm

25 How long visitors stay

26 How much visitors spend

ECONOMY AND EMPLOYMENT

28 Economy

30 Employment

31 About the statistics

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A city of events

Olle Zetterberg CEO, Stockholm Business RegionRegion Chairman, Stockholm Visitors Board

Peter LindqvistCEO, Stockholm Visitors Board

Success breeds success, they say. With over 10.7 million commercial overnight stays and ranked among the top European destinations for the third year in a row, Stockholm has secured a position among the fastest growing destinations in Europe. Even the international media has acknowledged the growth and creativity found in Stockholm. One example is when the presti-gious publication, Conde Nast Traveler, recently wrote a long article about the city, appointing Stockholm as Europe’s surging culinary star.

One of the strategic corner stones of Stockholm’s vision for 2030 is to develop Stockholm as a world class city of events and experiences. In order to achieve this, both new arenas and exciting events, are needed. Located in the northern part of Stockholm and with a capacity to accommodate up to 65,000 people, the new Friends Arena was opened in 2012. The entertainment center at Stockholm Globe Arenas, in the southern part of the city, is also growing. During the summer 2013, with a capacity to seat 35,000 people, the new Tele2 Arena will open.

Within the framework for the Stockholm strategy, we are also focusing on developing the Stockholm archipelago as a destination that is attractive all year around. The strategy work for the archipelago is now proceeding to an operational phase, in which eleven destinations will be prioritized. Three areas are given extra focus; archipelago and big city in cooperation, more and longer seasons and a sustainable tourism industry.

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Unique quality of life, growth and, above all, love for the Stockholm region. These are some of the reasons people and companies continue to move to the city and why an increasing number of visitors are choos-ing to visit Stockholm - The Capital of Scandinavia.

Stockholm’s positioning statement, The Capital of Scandinavia, is an explicit ambition to express how the region would like to be perceived on the interna-tional scene. In 2012, the number of visitors set a new record. Stockholm is Scandinavia’s most trendsetting region, offering a rich variety of entertainment and an attractive living environment.

There are three main reasons Stockholm is the natural capital of Scandinavia. Stockholm is the largest city

in the largest Scandinavian country and lies at its heart with world-class transportation. Some of the best academic institutions in the world are found in the Stockholm region and the city is also the home of the Nobel Prize, the Polar Prize, and the Water Prize.

Stockholm has many top restaurants and offers the highlights of international culinary culture. There are numerous galleries and museums found here. The highest representation of multinational companies in Scandinavia is found in the Stockholm region and the greatest numbers of visitors come here. The brand, Stockholm – The Capital of Scandinavia, may be used by all who wish to work together to promote the development of Stockholm as a region for new business and tourism.

Stockholm – The Capital of Scandinavia

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The Stockholm Visitors Board is the official tour-ism promotion agency of Stockholm. The aim is to increase international tourism and further promote Stockholm as host for corporate meetings, incentive travel, congresses and events. Stockholm Visitors Board is a subsidiary of Stockholm Business Region and is owned by the City of Stockholm.

Stockholm is one of the fastest growing regions in Europe as judged by its ninth place ranking in the European Cities Marketing Benchmarking Report 2012. Overnight stays have increased by 50 per cent in the last ten years, and in 2012 alone, Stockholm had over 10.7 million commercial overnight stays. International visitors mainly come from Germany, followed by Great Britain, the USA, and Norway.

About Stockholm Visitors Board

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Stockholm in perspective

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With close to 11 million commercial overnight stays per year, Stockholm County is number ten of the most attractive destinations in Europe. According to the European Cities Marketing Benchmarking Report 2012, Stockholm had the ninth strongest growth in number of overnight stays during the period 2007 to 2011, compared to 44 cities in Europe. The number of commercial overnight stays in Stockholm County increased by 3 per cent to over 10.7 million in 2012.

Stockholm’s international position

0 5 10 15 20 25 40 45 50

London*ParisBerlinRomeBarcelonaMadrid*St.Petersburg*ViennaMunichSTOCKHOLM

Istanbul*HamburgAmsterdam*Palma de Mallorca*BudapestFrankfurtFlorence*Lisbon*Frankfurt*VenicePrague

DIAGRAM 1. OVERNIGHT STAYS IN EUROPEAN CITIES 2012 (in millions)*2011

Source: TourMis

10.7

DURING 2012, THE NUMBER OF COMMERCIAL OVERNIGHT STAYS IN STOCKHOLM COUNTY

INCREASED BY 3 PER CENT TO OVER 10.7MILLION

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TABLE 1. AVERAGE ANNUAL PERCENTAGE GROWTH 2007- 2011

Score

1 Geneva 10.7%2 Turin 10.6%3 Tallin 8.1%4 Dubrovnik 6.7%5 Berlin 6.7%6 Hamburg 6.6%7 Düsseldorf 6.2%8 Munich 5.4%9 Stockholm 5.2%10 Frankfurt 4.5%11 Milan 4.4%12 Vienna 4.3%13 Nürnberg 4.3%14 Copenhagen 4.1%15 Brussels 3.9%16 Madrid 3.8%17 Barcelona 3.6%18 Dreseden 3.6%19 Oslo 3.5%20 Helsinki 3.2%

Source: European Cities Marketing Benchmarking Report 2012

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The Stockholm visitor

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Domestic visitors account for two thirds of com-mercial overnight stays in Stockholm County. Most foreign visitors, come from Europe outside the Nor-dic countries. Visitors from Germany dominate the foreign overnight stays in Stockholm, followed by visitors from Great Britain, the USA and Norway. Stockholm County accounts for every fifth commer-cial overnight stay in the country. Among foreign visitors, Stockholm’s share has increased to more than every fourth visitor. A majority of visitors from non-European countries traveling to Sweden choose Stockholm as their destination.

In 2012, guest nights from domestic visitors to Stock-holm County increased by 2.8 per cent and guest nights from foreign visitors increased by 2.1 per cent – a growth rate that was slightly lower than 2011. The number of overnight stays from Nordic visitors increased by 5.1 per cent. Non-European guests con-tinue to increase at rapid pace, by 8.3 per cent com-pared to 2011 and by as much as 42 per cent over the last three years. Several target groups in Asia showed a very positive trend, e.g. China, Japan, India. The rapid growth of guest nights from Brazilian visitors is also worth emphasizing.

Where visitors come from

DIAGRAM 2. SWEDISH AND FOREIGN COMMERCIAL OVERNIGHT STAYS* IN STOCKHOLM COUNTY. 2002 -2012 (Index 100= 2002)*Hotel, hostel and vacation villages

Swedish visitors Foreign visitors Total

Source: Swedish Agency for Economic and Regional Growth/Statistics Sweden

90

100

110

120

130

140

150

160

2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012

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TABLE 2. COMMERCIAL OVERNIGHT STAYS BY NATIONALITY 2012. STOCKHOLM COUNTY

CHANGE IN PER CENT FROM

2012 Distribution Share in Sweden 2009 2011

Total 10,713,593 100% 20% 14% 3%Sweden 7,157,565 67% 18% 15% 3%Totals from abroad 3,556,028 33% 28% 12% 2%Totals for Europe excl. Nordic countries 1,832,917 17% 32% 1% -2%Totals (excl. Europe) 1,103,265 10% 55% 42% 8%Totals for Nordic countries (not incl. Sweden) 619,846 6% 12% 4% 5%

Distribution by country:Germany 444,420 4.1% 17% 2% -2%Not indicated 349,182 3.3% 48% 31% 7%Great Britain 299,983 2.8% 51% 2% 2%USA 279,424 2.6% 62% 34% 6%Norway 264,934 2.5% 8% 19% 4%Finland 191,513 1.8% 37% 3% 10%Denmark 153,959 1.4% 13% -13% 0%France 150,216 1.4% 53% -3% 0%Italy 132,711 1.2% 58% -35% -23%Russia 121,824 1.1% 52% 24% 16%Switzerland 105,488 1.0% 42% 24% 9%The Netherlands 104,760 1.0% 19% -8% -12%Poland 98,988 0.9% 41% 132% 43%Spain 89,184 0.8% 64% -27% -25%The rest of Asia 88,022 0.8% 66% 106% 16%China 75,041 0.7% 46% 72% 11%Japan 66,942 0.6% 64% 10% 19%India 61,592 0.6% 57% 163% 59%The rest of Europe 52,047 0.5% 37% -19% -13%Belgium 48,865 0.5% 42% 14% -9%Austria 43,294 0.4% 46% -4% -16%The rest of the world 41,167 0.4% 44% -6% -36%Australia 38,927 0.4% 65% 44% 18%Canada 33,628 0.3% 69% 43% 5%Brasil 28,484 0.3% 71% 184% 48%Central & South America 23,640 0.2% 69% 59% -13%Ireland 22,158 0.2% 56% 24% 1%Turkey 17,294 0.2% 67% 55% 31%Latvia 14,328 0.1% 40% 77% 49%The Czech Republic 14,222 0.1% 30% 21% 25%Estonia 14,109 0.1% 25% 24% -8%Lithuania 13,680 0.1% 35% 132% 8%South Korea 13,512 0.1% 46% 43% 16%Greece 12,073 0.1% 65% -31% -18%Portugal 11,890 0.1% 56% -11% -9%Hungary 10,186 0.1% 41% 2% 3%Iceland 9,440 0.1% 51% 24% 24%Slovakia 7,417 0.1% 55% 60% 83%Luxembourg 3,780 0.0% 49% -8% -14%New Zeeland 3,704 0.0% 62% 33% 23%

Source: Swedish Agency for Economic and Regional Growth /Statistics Sweden

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Stockholm is the natural center of Scandinavia. Every year millions of visitors travel to Stockholm by air, ferry, train and bus. When Swedes travel to Stockholm, they usually do so by car or train.

The number of air passengers at Stockholm’s airports increased by 2 per cent during 2012 to an all-time high of 24.5 million passengers. During the past 10 years, the number of air passengers has increased by 36 per cent. Since 2002 there has been a massive increase in passengers to and from non-European destinations. The number of passengers from other European cities has increased as well, while domestic f lights have decreased slightly.

Stockholm – Arlanda Airport accounts for 80 per cent of all air passengers at the five airports in the Stockholm region.

The number of ferry passengers passing through the ports of Stockholm decreased somewhat in 2012. Destinations in Finland dominate, with close to 70 per cent of all passengers. The number of passengers traveling to and from Finland decreased by 2 per cent in 2012. But in the past 10 years ferry passengers have increased by 23 per cent. The increase has been remarkably high for destinations in the Baltic region and for cruise traffic.

How visitors travel to Stockholm

Source: Swedish Transport Agency

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2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012

DIAGRAM 3. ARRIVING AND DEPARTING AIRLINE PASSENGERS 2002–2012 (in millions)Stockholm-Arlanda, Stockholm-Skavsta, Stockholm-Bromma, Stockholm-Västerås and Örebro Airport

Domestic Europe The rest of the world Total

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TABLE 3. ARRIVING AND DEPARTING AIRLINE PASSENGERS 2012 (in thousands)

AIRPORTS IN THE STOCKHOLM REGION 2012

Stockholm-Arlanda 19,678

Stockholm-Skavsta 2,318

Stockholm-Bromma 2,294

Stockholm-Västerås 163

Örebro Airport 99

Total 24,551

Source: Swedish Transport Agency

Source: Resurs AB

Air Rail Bus Car Other

DIAGRAM 4. SWEDISH TRIPS TO STOCKHOLM COUNTYAND CITY BY MEANS OF TRANSPORT, 2012

Stockholm County City of Stockholm

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10

20

30

40

50

60

12% 17% 25% 34% 6% 5% 53% 41% 5%3%

TABLE 4. ARRIVING AND DEPARTING FERRY PASSENGERS 2002, 2007-2012. STOCKHOLM PORT (in thousands)n/a = Not applicable*Cruise passengers are only counted once/arriving vessel, but in so-called turnarounds both arriving and departing passengers are included.

2002 2007 2008 2009 2010 2011 2012

Finland 7,915 8,398 8,449 8,545 8,446 8,286 8,089Baltic countries 461 1,042 1,222 1,441 1,601 1,755 1,809Poland 118 168 174 144 153 147 146Russia n/a n/a n/a n/a n/a 137 170Gotland 984 1,137 1,156 1,188 1,209 1,176 1,179Cruise visitors* 135 281 363 447 412 452 469Total 9,613 11,026 11,364 11,765 11,821 11,953 11,862

Source: Port of Stockholm

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In 2012 close to 28 million overnight stays were made in various forms of accommodation in Stock-holm County. Out of these, over 10.7 million were overnight stays in commercial accommodations, like hotels, hostels, vacation villages and camp-ing sites. Except for camping, it is the commercial forms of accommodation that have increased over a longer period of time. Commercial overnight stays accounted for 38 per cent of all overnight stays in the County in 2012. Ten years earlier, the corresponding share was 25 per cent. 2012 was also a positive year for most forms of non-commercial accommodation as well as for day trips.

Where visitors stay

TABLE 5: OVERNIGHT STAYS IN ALL TYPE OF ACCOMMODATION AND DAY TRIPS 2002, 2007, 2010 - 2012, STOCKHOLM COUNTY (in thousands)* City of Stockholm figures in parentheses** Provisional data

2002 2007 2010 2011 2012 *

Hotel 5,970 7,622 8,523 8,962 9,214 (6,634)Vacation village 112 88 88 117 121 (n/a)Camping 692 1,019 685 762 646 (204)Hostel 477 598 726 734 771 (574)Commercial accommodation** 7,251 9,327 10,022 10,575 10,752 (7,412)City of Stockholm s share 4,438 5,867 6,771 7,144 7,412

Weekend cottage 3,697 3,615 3,130 3,452 4,146 (n/a)

Friends and relatives 14,402 10,362 12,380 10,864 12,166 (4,609)Pleasure boat 956 704 472 447 407 (41)Other overnight stays 3,066 174 239 255 491 (246)Other accommodation 22,121 14,855 16,221 15,018 17,210 (4,896)City of Stockholm s share 7,540 4,385 5,252 4,653 4,896Total overnight stays 29,372 24,182 26,243 25,593 27,962 (12,308)City of Stockholm s share 11,978 10,252 12,023 11,797 12,308Day trips 7,385 4,994 5,358 5,367 5,832 (4,682)City of Stockholm s share 5,818 4,109 4,404 4,372 4,682

Source: Resurs AB

IN 2012 CLOSE TO

28MILLION

OVERNIGHT STAYS WERE MADE IN VARIOUS FORMS OF ACCOMMODATION IN STOCKHOLM COUNTY

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TABLE 6: COMMERCIAL OVERNIGHT STAYS BY NATIONALITY AND TYPE OF ACCOMMODATION 2012, STOCKHOLM COUNTY

Hotels Hostels Vacation villages

Camping Commercially arranged private cottages and

apartments

Total

Total 9,210,543 768,520 86,694 609,507 38,329 10,713,593Sweden 6,185,883 437,968 77,839 450,071 5,804 7,157,565Abroad 3,024,660 330,552 8,855 159,436 32,525 3,556,028Totals for Nordic countries (not incl. Sweden)

562,226 27,657 324 27,735 1,904 619,846

Totals for Europe excl. Nordic countries 1,430,898 235,059 8,454 128,277 30,229 1,832,917Totals (excl. Europe) 1,031,536 67,836 77 3,424 392 1,103,265

Distribution by country:Germany 298,146 65,214 4,210 54,704 22,146 444,420Not indicated 348,545 537 0 0 100 349,182Great Britain 277,081 20,379 174 1,596 753 299,983USA 261,926 16,902 12 437 147 279,424Norway 240,731 9,618 142 13,898 545 264,934Finland 175,806 8,902 63 6,525 217 191,513Denmark 136,833 8,574 112 7,298 1,142 153,959France 112,389 29,827 146 7,525 329 150,216Italy 111,043 17,701 16 3,771 180 132,711Russia 113,733 7,424 6 534 127 121,824Switzerland 81,909 13,364 91 7,310 2,814 105,488The Netherlands 78,480 9,965 137 15,091 1,087 104,760Poland 47,283 19,755 3,304 28,539 107 98,988Spain 74,993 13,705 2 404 80 89,184The rest of Asia 80,301 7,669 0 17 35 88,022China 68,225 6,809 0 7 0 75,041Japan 62,868 4,074 0 0 0 66,942India 60,509 1,071 0 12 0 61,592The rest of Europe 39,131 7,602 36 5,278 0 52,047Belgium 41,363 6,474 14 651 363 48,865Austria 36,294 5,234 42 1,135 589 43,294The rest of the world 33,192 5,068 58 2,795 54 41,167Australia 29,261 9,626 5 35 0 38,927Canada 29,084 4,492 2 50 0 33,628Brasil 24,598 3,874 0 12 0 28,484Central & South America 19,594 4,046 0 0 0 23,640Ireland 19,534 2,508 18 98 0 22,158Turkey 15,461 1,805 2 5 21 17,294Latvia 11,154 3,023 4 147 0 14,328The Czech Republic 11,294 2,057 193 606 72 14,222Estonia 11,272 2,607 48 182 0 14,109Lithuania 11,754 1,833 8 85 0 13,680South Korea 10,778 2,732 0 2 0 13,512Greece 11,323 750 0 0 0 12,073Portugal 10,435 1,439 0 16 0 11,890Hungary 8,104 1,522 1 559 0 10,186Iceland 8,856 563 7 14 0 9,440Slovakia 5,328 692 2 9 1,386 7,417Luxembourg 3,394 179 0 32 175 3,780New Zeeland 2,655 936 0 57 56 3,704


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The hotel capacity in Stockholm is steadily increasing, both in terms of number of hotels and in available rooms. In 2012, there were 297 hotels in Stockholm County. About half of them were located in the City of Stockholm. On average, there were 29,200 hotel rooms in the Stockholm County – an increase of over

5 per cent compared to 2011 and 40 per cent more than a decade ago. The number of occupied rooms per day increased to 17,300, which equals to an occupancy rate of 59 per cent. Hotel revenues for the rooms sold have remained virtually unchanged since 2011 at SEK 6.8 billion.

Commercial accommodation – hotels

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5,000

10,000

15,000

20,000

25,000

30,000

35,000

40,000


Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

800

700

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500

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300

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100

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DIAGRAM 5. CAPACITY, OCCUPANCY AND LODGING REVENUES BY MONTH 2012, STOCKHOLM COUNTY

Room capacity per day Occupied rooms per day (occupancy rate %) RevenuesMSEK

46% 52% 57% 53% 68% 66% 61% 69% 67% 62% 63% 45%

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5,000

10,000

15,000

20,000

25,000

30,000


2003 2004 2005 2006 2007 2008 2009 2010 2011 2012

9,000

7,500

6,500

4,500

3,000

1,500

0

DIAGRAM 6. CAPACITY, OCCUPANCY AND LODGING REVENUES IN HOTELS 2003-2012


53% 55% 58% 61% 63% 62% 59% 61% 61% 59%

TABLE 7. CAPACITY, OCCUPANCY AND LODGING REVENUES IN HOTELS 2008 -2012, STOCKHOLM COUNTY AND CITY OF STOCKHOLM

STOCKHOLM COUNTY CITY OF STOCKHOLM

2008 2009 2010 2011 2012 2008 2009 2010 2011 2012

Number of hotels 270 263 285 293 297 127 132 139 148 149Room capacity (in thousands) per day

24.7 25.0 26.1 27.7 29.2 14.9 15.4 16.0 17.3 18.5

Occupied rooms (in thousands) per day 15.2 14.7 16.0 16.9 17.3 10.4 10.4 11.1 11.8 12.2Occupancy rate, % 62 59 61 61 59 70 67 69 68 66 Mon-Thurs, % 70 65 68 69 67 77 73 75 75 73 Fri-Sun, % 51 50 52 51 49 60 60 62 60 58Revenues (MSEK) 6,166 5,582 6,327 6,877 6,847 4,389 4,060 4,538 4,957 4,981Revenues per occupied room, SEK 1,108 1,040 1,085 1,112 1,086 1,154 1,071 1,117 1,148 1,116Revenues per available room, SEK 684 611 663 679 642 805 722 775 783 739


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At the County’s hostels the bed capacity is increasing year by year. In 2012, there was an average of over 4,700 available beds per night. That was 1,200 more than five years ago and an increase of more than 1,800 since 2002. The occupancy rate has declined slightly to just short of 45 per cent. Compared to 2011, turnover increased by 7 per cent to SEK 220 million.

Commercial accommodation – hostels

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1,000

2,000

3,000

4,000

5,000

6,000


2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012

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250

200

150

100

50

045% 45% 42% 43% 43% 47% 52% 48% 47% 45% 45%

DIAGRAM 7. CAPACITY, OCCUPANCY AND LODGING REVENUES IN HOSTELS 2002-2012, STOCKHOLM COUNTY

Bed capacity per day Occupied beds per day (occupancy rate %) RevenuesMSEK

COMPARED TO 2011, TURNOVER INCREASED BY 7 PER CENT TO

SEK 220MILLION

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50

100

150

200

250

300


2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012

18

15

12

9

6

3

040% 38% 38% 37% 34% 40% 45% 44% 48% 45% 40%

DIAGRAM 8. CAPACITY, OCCUPANCY AND LODGING REVENUES IN VACATION VILLAGES 2003-2012, STOCKHOLM COUNTY


Most vacation villages are located in the Stockholm Archipelago and they almost exclusively attract Swedish visitors. The capacity, in terms of the average number of available rooms per day, increased in 2012 after a few years of decline. Seasonal f luctuations are

however considerable. The number of rooms sold did not increase as much as the capacity. Capacity utilization stopped at 40 per cent. Revenues rose slightly to just under SEK 16 million.

Commercial accommodation – vacation villages

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2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012

DIAGRAM 9. OVERNIGHT STAYS AT HOTELS BY BUSINESS AND LEISURE TRAVELERS 2002-2012, STOCKHOLM COUNTY AND CITY (in thousands)

0

500

1,000

1,500

2,000

2,500

3,000

3,500

4,000

4,500

5,000

Stockholm County, business Stockholm County, leisure Stockholm City, business Stockholm City, leisure

Stockholm is attractive both as a tourist destination and as a city for business. It is home to a rich cultural life and a great variety of national and international events, restaurants and shopping experiences. Stockholm is also Scandinavia’s leading city for business, with many internationally competitive industries.

Together they create an exciting, dynamic and progressive city that attracts millions of leisure and business visitors every year. In 2012, overnight stays by leisure travelers had a more positive development than the business segment.

Why people travel to Stockholm – leisure and business visitors

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TABLE 8. OVERNIGHT STAYS AT HOTELS BY BUSINESS AND LEISURE TRAVELERS 2002, 2007, 2010-2012, STOCKHOLM COUNTY AND CITY (in thousands)

2002 2007 2010 2011 2012

Stockholm County

Business travelers 3,329 4,193 4,233 4,686 4,548 Business 2,015 2,759 2,964 3,322 3,261 Conference 1,314 1,434 1,269 1,364 1,287Leisure travelers 2,641 3,429 4,290 4,376 4,666 Group 1,183 940 980 1,002 996 Leisure 1,458 2,489 3,310 3,374 3,670

City of Stockholm

Business travelers 1,769 2,530 2,686 2,930 2,965 Business 1,467 2,071 2,290 2,496 2,530 Conference 302 459 396 434 435Leisure travelers 2,138 2,686 3,385 3,469 3,669 Group 872 663 706 691 687 Leisure 1,266 2,023 2,679 2,778 2,982

Source: Resurs AB

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Stockholm is one of the world’s most popular interna-tional convention destinations. According to the latest ICCA ranking 2011, Stockholm was ranked number five of the twenty-six biggest cities in the world, in terms of the numbers of congress delegates attending association meetings.

One reason is that Stockholm has excellent capacity for meetings and conventions. It is home to Stockholms-mässan, northern Europe’s largest convention facility, the Stockholm City Conference Centre, Kistamässan,

the Brewery and Stockholm Waterfront Congress Cen-tre, with its spectacular architecture in the heart of Stockholm.

Stockholm attracted about 180 international asso-ciation meetings with some 72,000 delegates and generated 280,000 overnight stays during 2012. Each convention delegate stays for an average of three days and the total economic impact of international asso-ciation meetings are more than Euro 171 million (SEK 1.4 billion).

International meetings and conventions

TABLE 9. NUMBER OF INTERNATIONAL CONVENTION PARTICIPANTS PER CITY, 2011

RANK CITY 2011

1 Paris 116,322

2 Amsterdam 86,256

3 Vienna 80,953

4 Berlin 72,287

5 Stockholm 71,637

6 Singapore 70,623

7 Lisbon 68,987

8 Istanbul 66,834

9 Seoul 53,159

10 London 51,871

Source: International Congress and Convention Association, ICCA

STOCKHOLM ATTRACTED ABOUT

180INTERNATIONAL ASSOCIATION MEETINGS

WITH SOME 72,000 DELEGATES AND GENERATED 280,000 OVERNIGHT STAYS DURING 2012.

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Source: Stockholm Visitors Board

2002 2004 2006 2008 2010 2012

DIAGRAM 10. INTERNATIONAL CONVENTIONS IN STOCKHOLM, 2002-2012

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50

100

150

200


2002 2004 2006 2008 2010 2012

DIAGRAM 12. INTERNATIONAL CONVENTION -RELATED OVERNIGHT STAYS IN STOCKHOLM, 2002-2012 (in thousands)

0

100

200

300

400

500

DIAGRAM 13. INTERNATIONAL CONVENTION PARTICIPANTS BY SUBJECT AREA IN STOCKHOLM, 2012


46%

Other 46%

Industry/business 4%

National and municipal government 6%

Medicine/Psychology 31%

Technology/Statistics/Chemistry 13%


2002 2004 2006 2008 2010 2012

DIAGRAM 11. INTERNATIONAL CONVENTION PARTICIPANTS IN STOCKHOLM, 2002-2012 (in thousands)

0

20

40

60

80

100

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Stockholm is an international event city. There are a large number of events organized every day, and they attract millions of visitors to Stockholm every year. Events generate several billion SEK in annual revenue and provide the region with both employment opportunities and new businesses. Events also form an important part of Stockholm’s international marketing. Together with the city’s various sights, regular events create an attractive destination for both visitors and Stockholmers alike.

For many years Kulturhuset is the cultural attraction with the most visitors. The Wasa Museum and Skansen – the open air museum – are the two museums that attract most visitors.

Events and attractions in Stockholm

TABLE 10. MAJOR ATTRACTIONS IN STOCKHOLM COUNTY, 2012 (in thousands)

RANK ATTRACTIONNumber of visitors

(in thousands)

1 Kulturhuset (incl. Stadsteatern) 2,910

2 Stockholm Globe Arenas (incl. SkyView) 1,662

3 Skansen 1,415

4 Gröna Lund 1,408

5 Archiepelago tours, Strömma Group 1,245

6 Vasamuseét 1,218

7 Eriksdalsbadet swimming center 1,066

8 Stockholmsmässan 976

9 Swedish Museum of Natural History (incl. Cosmonova) 511

10 Moderna museét 493

11 Casino Cosmopol 457

12 Fotografiska 427

13 Junibacken 392

14 City Hall 365

15 National Museum 352

16 Kungl. Slottet, Visningsvåningarna 328

17 The Kaknäs tower 310

18 Friends Arena 300

19 Museum of Science and technology 276

20 The Stockholm Concert Hall 272


EVENTS ALSO FORM AN

important partOF STOCKHOLM’S INTERNATIONAL MARKETING

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Visitors who stay overnight in Stockholm spend an average of 2.4 nights. Camping guests stay significantly longer, more than 4.5 nights on average. Also visitors who stay in their own cottage or pleasure boat during their visit in the Stockholm region stay relatively longer, 3.5 nights on average.

How long visitors stay

Source: Resurs AB

DIAGRAM 14. AVERAGE NUMBER OF NIGHTS SPENT BY VISITORS IN DIFFERENT TYPES OF ACCOMMODATION IN STOCKHOLM COUNTY AND CITY, 2012

Camping

Own weekend cottage/appartament

Pleasure boat

Cottage, rented privately

Friends and relatives

Other accommodation

Hotel

Overnight trips, total

0 1 2 3 4 5

Stockholm County City of Stockholm

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Business travelers staying at hotels are without com-parison the target group that spends most money during their visit to Stockholm. This is particularly evident for expenditures per day. Over the past ten

years, turnover from visitors who stay at commercial accommodations has increased substantially, while turnover from those staying in non-commercial accommodation has remained almost unchanged.

How much visitors spend

TABLE 11. CONSUMPTION PER VISITOR AND DAY IN STOCKHOLM COUNTY AND CITY, 2002, 2007, 2010 -2012* City of Stockholm figures in parentheses

2002 2007 2010 2011 2012 * Hotel 1,165 1,866 1,567 1,665 1,776 (1,841) Business travelers 1,315 2,220 1,980 2,148 2,150 (2,304) Leisure travelers 975 1,433 1,159 1,158 1,412 (1,467)Vacation village 438 511 580 607 669Camping 240 295 326 325 382 (382)Hostel 350 420 591 595 642 (643)Weekend cottage 162 197 186 180 181Friends and relatives 316 352 373 345 430 (552)Pleasure boat 130 141 231 280 226 (220)Other 272 943 644 635 560 (772)Day trips 411 508 478 475 479 (560)

Source: Resurs AB

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Economy andemployment

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Tourism is of great importance for the economy of Stockholm. In 2012, visitors spent over SEK 26.3 billion during their stay. During the past ten years, turnover from tourism has increased by close to 60 per cent. The increase relates primarily to accommodation and restaurant visits. In comparison with 2011 turnover

increased by 15 per cent, which was a substantial rise. In a ten-year perspective, it is primarily turnover from visitors staying in commercial accommodation that has increased. But 2012 resulted in a revenue increase also from visitors in non-commercial accommodations and day visitors.

Economy

TABLE 12. REVENUES FROM VISITORS 2002, 2007, 2010 -2012, STOCKHOLM COUNTY (MSEK)* City of Stockholm figures in parentheses

2002 2007 2010 2011 2012 * Hotel 6,953 14,222 13,353 14,918 16,366 (12,214) Business travelers 4,378 9,308 8,381 9,850 9,777 (6,831) Leisure travelers 2,575 4,914 4,972 5,068 6,589 (5,383)Vacation village 49 45 51 71 81Camping 166 301 223 248 247 (78)Hostel 167 251 429 437 495 (369)Commercial 7,335 14,819 14,056 15,674 17,189 (12,661)

Weekend cottage 599 712 582 621 750Friends and relatives 4,551 3,647 4,618 3,748 5,231 (2,544)Pleasure boat 124 99 109 125 92 (9)Other overnight stays 834 164 154 162 275 (190)Day trips 3,035 2,537 2,561 2,549 2,794 (2,622)Other 9,143 7,159 8,024 7,205 9,142 (5,365)

Total 16,479 21,978 22,080 22,879 26,331 (18,026)City of Stockholm's share 10,168 14,766 13,728 15,361 18,026

Source: Resurs AB

29


Source: Resurs AB

2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012

DIAGRAM 15. REVENUES FROM VISITORS 2002-2012, STOCKHOLM COUNTY (MSEK)

0

2,000

4,000

6,000

8,000

10,000

12,000

14,000

16,000

18,000

20,000

Commercial accommodation Other accommodation Day trips

TABLE 13. REVENUES GENERATED FROM VISITORS BY SECTOR, 2002, 2007, 2010 -2012, STOCKHOLM COUNTY (MSEK)* City of Stockholm figures in parentheses

2002 2007 2010 2011 2012 * Accommodation 4,148 7,922 7,645 8,471 8,846 (6,274)Food 1,322 1,145 1,182 1,278 1,564 (735)Restaurant 3,340 5,495 5,432 5,771 7,357 (5,130)Transportation 2,624 2,031 2,387 2,450 2,744 (1,638)Shopping 4,083 4,342 3,998 3,562 4,134 (3,084)Activity 962 1,043 1,437 1,348 1,686 (1,164)Total 16,479 21,978 22,080 22,879 26,331 (18,026)City of Stockholm's share 10,168 14,766 13,727 15,361 18,026

Source: Resurs AB

DIAGRAM 16. REVENUES GENERATED FROM VISITORS BY SECTOR (%) 2012, STOCKHOLM COUNTY AND CITY

Source: Resurs AB

Food 6%

Activity 6%

Transportation 10%

Shopping 16%

Accommodation 34%

Restaurant 28%

Food 4%

Activity 6%

Transportation 9%

Shopping 17%

Accommodation 35%

Restaurant 29%

Stockholm County Stockholm City

30


Tourism has a major impact on employment in Stockholm. During the past ten years, employment as a result of tourism has increased by 37 per cent. The tourism industry creates more than 21,700 full-time jobs, primarily in hotels and restaurants. 14,500 of these jobs were generated by tourism to the City of Stockholm.

Employment

TABLE 14. EMPLOYMENT* GENERATED FROM VISITORS BY SECTOR 2002, 2007, 2010 -2012, STOCKHOLM COUNTY* Number of people employed ** City of Stockholm figures in parentheses

2002 2007 2010 2011 2012 ** Food 558 397 489 521 621 (297)Restaurant 4,575 6,252 6,511 6,758 8,379 (5,830)Transportation 2,237 1,491 1,637 1,658 1,805 (1,078)Shopping 2,137 1,993 1,784 1,568 1,770 (1,364)Activity 1,528 1,425 1,835 1,697 2,067 (1,427)Accommodation 4,809 6,916 6,444 6,962 7,119 (4,527)Total 15,844 18,474 18,708 19,164 21,761 (14,523)City of Stockholm s share 9,717 12,216 11,301 12,476 14,523

Source: Resurs AB

DURING THE PAST TEN YEARS, EMPLOYMENT AS A RESULT OF TOURISM HAS INCREASED BY 37%

31


About the statistics

SOURCES

International Congress and Convention Association, ICCA

Resurs AB

Ports of Stockholm

Stockholm Visitors Board

Swedish Agency for Economic and Regional Growth and Statistics Sweden

Swedish Transport Agency

European Cities Marketing Benchmarking Report 2012/TourMIS

MORE INFORMATION AT:

visitstockholm.com/en/

scb.se

tillvaxtverket.se

transportstyrelsen.se

stoports.com

visita.se

visitsweden.com

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List of diagrams and tables

07 Diagram 1. Overnight stays in European cities 2012

08 Table 1. Average annual percentage growth 2007-2011

10 Diagram 2. Swedish and foreign commercial overnight stays in Stockholm County. 2002-2012

11 Table 2. Commercial overnight stays by nationality 2012. Stockholm County

12 Diagram 3. Arriving and departing airline passengers 2002–2012

13 Diagram 3. Arriving and departing airline passengers 2002–2012

13 Table 3. Arriving and departing airline passengers 2012

13 Table 4. Arriving and departing ferry passengers 2002, 2007-2012. Stockholm port

14 Table 5. Overnight stays in all type of accommodation and day trips 2002, 2007, 2010-2012, Stockholm County

15 Table 6. Commercial overnight stays by national-ity and type of accommodation 2012, Stockholm County

16 Diagram 5. Capacity, occupancy and lodging revenues by month 2012, Stockholm County

17 Diagram 6. Capacity, occupancy and lodging revenues in hotels 2003-2012

17 Table 7. Capacity, occupancy and lodging revenues in hotels 2008-2012, Stockholm County and City of Stockholm

18 Diagram 7. Capacity, occupancy and lodging revenues in hostels 2003-2012, Stockholm County

19 Diagram 8. Capacity, occupancy and lodging revenues in vacation villages 2003-2012, Stockholm County

20 Diagram 9. Overnight stays at hotels by business and leisure travelers 2002-2012, Stockholm County and City

21 Table 8. Overnight stays at hotels by business and leisure travelers 2002, 2007, 2010-2012, Stockholm County and City

22 Table 9. Number of international convention participants per city, 2011

23 Diagram 10. International conventions in Stockholm, 2002-2012

23 Diagram 11. International convention participants in Stockholm, 2002-2012

23 Diagram 12. International convention-related overnight stays in Stockholm, 2002-2012

23 Diagram 13. International convention participants by subject area in Stockholm, 2012

24 Table 10. Major attractions in Stockholm County, 2012

25 Diagram 14. Average number of nights spent by visitors in different types of accommodation in Stockholm County and City, 2012

26 Table 11. Consumption per visitor and day in Stockholm County and City, 2002, 2007, 2010-2012

28 Table 12. R Revenues from visitors 2002, 2007, 2010-2012, Stockholm County

29 Table 12. R Revenues from visitors 2002, 2007, 2010-2012, Stockholm County

29 Table 13. Revenues generated from visitors by sector, 2002, 2007, 2010-2012, Stockholm County

29 Table 13. Revenues generated from visitors by sector, 2002, 2007, 2010-2012, Stockholm County

30 Table 14. Employment* generated from visitors by sector 2002, 2007, 2010-2012, Stockholm County

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LING

Stockholm – The Capital of ScandinaviaThere are many reasons why Stockholm is the natural Capital of Scandinavia. One is that Stockholm is positioned at the heart of the region, and enjoys the benefits of a world-class transport infrastructure. Another is that Stockholm is the largest city in the largest country in Scandinavia. It is also where you find the most multinational companies, the largest stock market and, not least, the most visitors. People come to Stockholm for the food, the design and the music. Stockholm also offers a unique range of galleries and museums, and every year the eyes of the world are on Stockholm when the Nobel Prizes are awarded. Welcome to Stockholm – The Capital of Scandinavia.

Stockholm Visitors BoardP.O. Box 16282SE-103 25 Stockholm, SwedenPh +46 8 508 28 500Fax +46 8 508 28 510visit@stockholm.sewww.visitstockholm.com

Facts about Stockholm’s tourism industry · FACTS ABOUT STOCKHOLM’S TOURISM INDUSTRY 2012 ... Unique quality of life, growth and, above all, ... e.g. China, Japan, India.

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