Göteborg & Co - Annual report 2007

GTEBORG & CO

ContentsEuropean City Tourism Organisation of the Year 2007 Cooperation that benefits the people of Gteborg Managing Directors statement Always something on the go Direct flights are the key Gteborg is attractive The Tourist Office is a valuable guide Lets meet in Gteborg Gteborg consistently shows its strength as a city for conferences and meetings Gteborg a popular destination and the gateway to western Sweden Home, sweet home Mamma Mia what a hit A new festival brimming with culture A passion for flowers, bees and Fuglesang How Way Out West happened in Gteborg Gteborgs own winter gala spreads light and joy Christmas at Liseberg is a tradition 2008 World Figure Skating Championships the athletic event of the year Gardens of Gteborg A real crowd pleaser year after year Selfless cooperation gives Gteborg its driving force Steering committees act as crucial engines in the operations Our organisation Board of Directors Steering committees Management Gteborg & Co in figures 2007 Investing in Gteborg Gteborg, we love you 1 2 4 10 12 14 15 16 18 22 24 28 30 34 36 40 44 46 47 48 52 54 56 58 60 62 64 72 73

Always something interesting happening in Gteborg 50

The success of Gothenburg as a leisure and business destination since the beginning of the 1990s is a clear reflection of the achievements of Gteborg & Co, the citys tourism organisation, said Richard Tibbott, Chairman of UK-based Locum Consulting, sponsors of The European City

Cover picture: Claes Axstl

Tourism Organisation of the Year.

European City Tourism Organisation of the Year 2007Gteborg & Co received an important honour in 2007. In June, the European Cities Tourism Awards were held in Athens. Gteborg won first prize in the category Destination Management Organisation of the Year. Winning first prize was proof of Gteborg & Cos long-term and professional work. During the past decade, few cities in Europe were able to match Gteborgs continuous annual growth in the tourist and hospitality industry. This success is largely thanks to private companies, the public sector and politicians jointly establishing a genuine cooperation in Gteborg. Together, these players have contributed to the successful development of Gteborg. In many respects, Gteborg is a complete destination as well as an unbeatable practical arena for meetings, events, business activities and sharing knowledge. Gteborg provides easy access to a range of hotels, restaurants, cafes, sports facilities and tourist experiences with culture, entertainment and shopping within a comfortable walking distance from major facilities like the New and Old Ullevi Stadiums, Scandinavium, the Swedish Exhibition Centre and Liseberg Amusement Park all just around the corner.

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Gran Johansson (Social Democratic Party), Chairman

Gunnel Aho (Conservative Party), Vice Chairman

HOW DO GTEBORG AND THE PEOPLE OF GTEBORG BENEFIT FROM GTEBORG & CO?

Gteborg & Co allows politicians and the business community to cooperate with regard to tourism, meetings, conferences and events in Gteborg. This cooperation attracts visitors, which also benefits the people of Gteborg.

Gteborg & Co attracts a wide range of events, which generates revenue for the city and opportunities for various businesses to establish themselves. A city with a large number of activities on the go is also more attractive for the people who live and work here.

WERE THERE ANY EVENTS THAT WERE PARTICULARLY SUCCESSFUL IN 2007?

The homecoming of the East Indiaman in the summer was a fantastic event that received considerable international attention.

The homecoming of the East Indiaman was the largest event in 2007. Events such as the TUR Travel and Tourism Fair and the Gteborg Book Fair are always successful and generate regular PR for the city.

IS THERE ANY ASPECT OF GTEBORG & COS CURRENT RANGE THAT COULD BE IMPROVED?

We will be hosting the European Indoor Athletic Championships in 2013, but I would also like us to host the World Championships in Athletics again.

In the future, we must continue to dare to go full out and compete with other major cities to attract large international events.

WHAT ARE YOUR FUTURE GOALS FOR GTEBORG & CO?

I want to continue working actively to make Gteborg one of the best cities in the world for meetings and events. We are already making excellent progress.

I would like to see the Gteborg Party, now known as the Gteborg Culture Festival, receive a greater boost and become even more attractive. That would benefit visitors and the people of Gteborg themselves.

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Claes Bjerkne, Managing Director of Gteborg & Co

Investments, accessibility and branding generate growthFor the 16th consecutive year, tourism in Gteborg is on the rise. Since 1991, the tourism and hospitality industry in our city has reported strong and stable growth. We estimate that visitors spent slightly more than SEK 22 billion in 2007, enabling the industry to create the equivalent of approximately 17,000 full-time positions. At the same time, a new record was set for the number of overnight guests that stayed at our hotels and hostels about 3.2 million.The goal of Gteborg and the Vstra Gtaland region is to help enhance the attractiveness of the area, thereby generating continued growth, improving the tourism and hospitality industry, increasing revenue and creating more and growing companies and further job opportunities. Tourism will help make a good city and region even better and give the people of Gteborg and western Sweden a larger range of experiences and better quality of life. However, growth does not simply occur, but rather is created through investments and longterm, goal-oriented work. In the age of globalisation in which we live, competition is more intense than ever and will continue to grow. An increasing number of major cities and regions in our operating environment have discovered the importance of growth and employment. Investments are currently being made in new infrastructure both transport and facilities at a rate that we have never experienced before. I am not only talking about Dubai and China, but also much closer to home. Tourism is considered by many people not only within the tourism and hospitality industry to be on the cutting edge of the service sector and a strategic area that drives progress throughout entire regions. That is why those of us in Gteborg and the Vstra Gtaland region must utilise our relatively strong position and take a look at where we stand. In the near future, major structural investments will be required. This will be a crucial step for the development of Gteborg and the Vstra Gtaland region. Gteborgs attractiveness must continuously Gteborg and the Vstra Gtaland region, it is important to maintain an integrated approach to ensure that our city and region develop in an overall positive manner.

Key prerequisites for this include: (1) Our region must grow to at least 1.5 million inhabitants living within a one-hour commute to create an adequate base for industries and job opportunities. One way to achieve this goal will be to improve public transport between the major densely populated areas of our region. (2) Improve accessibility to and from our region, including more flight, train and ferry connections. (3) Concentrate the city centre in Gteborg. (4) Enhance the attractiveness of the city and region and jointly mobilise resources for work related to the Gteborg brand. (5) All activity that takes place must have the best interest of the people of Gteborg and western Sweden as its goal.

Cooperation with the Vstra Gtaland regionGteborg and the Vstra Gtaland region are increasingly working together to develop the tourism and hospitality industry. We market ourselves internationally under the joint Gteborg brand. For

be improved Urban renewal has been planned and discussed for Sdra lvstranden and several areas in central Gteborg. Together, these areas comprise a historical opportunity that is extremely important to utilise.GTEBORG & CO | 5

These areas are located in the centre of the city in close proximity to the port, public transport and the citys range of culture, entertainment and shopping. Few other urban regions in Europe have such a large land area available for development in the heart of the city. This provides us with unique opportunities to create urban development that sticks out in terms of architecture and range, while helping to strengthen Gteborgs international competitiveness and make Gteborg a more attractive city to live and work in and to visit.

These hotels are a much-needed addition within the housing sector, but Gteborg needs a significantly larger increase in hotel capacity. Work on our new football arena is under way and will be a welcome addition. New meeting facilities are under construction at the Swedish Exhibition Centre, which also plans to expand its hotel capacity considerably by building a third tower. Another important investment is the new large-scale hotel that is planned in the former post office building. However, it will unfortunately be a few years before these highly sought after investments are completed.

delays), which was preceded by numerous discussions. According to the standards of the time, the exhibition resulted in a major loss for the city. However, the exhibition was the starting point for such attractions as Liseberg, Gtaplatsen and its cultural institutions, the Swedish Exhibition Centre, the Rhsska Museum, Slottsskogsvallen Stadium and the Botanical Garden. It is difficult to imagine Gteborg without these fixtures. We should also remember that there was considerable debate before a decision was reached concerning the construction of New Ullevi Stadium in 1958. It was in no way an obvious investment at the time.New Ullevi Stadium and the Swedish Exhibition Centre as well as Scandinavium, which was built for Gteborgs 350th anniversary in 1971 have all become cornerstones in the citys work to transform Gteborg into an international meeting and event city. Gtaplatsen is the cultural centre of Gteborg and western Sweden. Liseberg is one of northern Europes largest tourist attractions. The Botanical Gardens, along with Slottsskogen Park, Trdgrdsfreningen Park, Gunnebo Castle and many other green areas, make Gteborg one of the greenest urban cities in Europe. When we look back at these investments today from a long-term perspective, I believe that most people feel that these facilities have proven to be worth the investment many times over and are now price-

Investments in facilities create long-term growthIn recent years, we have received several clear indications that Gteborgs capacity has reached its limit. The citys hotels are more or less full during an increasing number of periods during the year, which makes it difficult to keep up with growth without investing in increased hotel capacity. The citys principal event facilities New Ullevi Stadium and Scandinavium are also in need of an extensive facelift if we are to continue competing for major international events. Without considerable investments, it will be difficult for Gteborg to hold its own in the future as successfully as it has for more than 15 years. In 2007, a couple of extremely interesting profile facilities emerged in the hotel industry Avalon Hotel and St. Jrgen Park Resort.6 | GTEBORG & CO

Major investments are currently being made in our immediate operating environment. New facilities are being built in Sweden and throughout northern Europe. Any urban region that wants be involved in this progress must offer a wide range of experiences and a variety of events. Not making sufficient investments will cause this development to grind to a halt. This, in turn, will result in a loss of competitiveness in relation to our operating environment. This is not a new phenomenon, but it may be happening at a significantly faster rate today. However, history can usually teach us a great deal. Making investments in these types of facilities was not and is not a simple matter. In connection with Gteborgs 300th anniversary, the major international Gteborg Exhibition was organised (the first was held in 1923 due to

less and highly appreciated assets for the people of Gteborg and the city.

ing whether we can successfully compete for future visitors, events, meetings, students, company establishments, capital and more. This means that major investments in modern infrastructure are now required. All types of transport are important, but due to the current global environmental situation, we are being forced to rethink and find new solutions. Investments in new high-speed trains in Sweden to connect our urban regions, Oslo and Copenhagen are extremely important for growth and the environment. This is an example of effective, environmentally compatible infrastructure that will also increase growth efficiently, thereby generating more employment. Gtalandsbanan and the European corridor, which together make it possible to travel between Stockholm and Gteborg by train in less than two hours, are no longer a vision, but rather a necessity. Naturally, the development of Gteborg-Landvetter Airport will be part of such a total solution. The environmental consequences of air travel are crucial items on todays agenda. At the same time, retaining several point-to-point connections with as many urban regions as possible will be vital for growth in Gteborg and the Vstra Gtaland region. Today, the aviation industry and all other types of transport are working more actively than ever to develop new engine alternatives and greener fuels. Considering the remote geographic

advanced air travel across long distances be part of the transport mix. Positive role models for development in this area can be found close to home. The Helsinki region, which is only marginally larger than Gteborg and the Vstra Gtaland region, has become a successful travel hub in Europe by establishing excellent connections with the growing economies in Asia. The world is changing at an increasingly fast pace, but as a result of its natural status as northern Europes largest port, Gteborg is a highly significant logistics centre for all types of transports. We can use our surroundings as a source of inspiration and contribute to ensuring future growth in Sweden in an optimal manner. Gteborg & Co believes that knowledge and awareness about environmental influence is not only a responsible approach, but also a competitive tool. The fact that destinations like Gteborg and the Vstra Gtaland region boast such environmental assets as clean air and water, an unspoiled archipelago, clean lakes and major forests is positive for our visitors and for those of us who live here, of course. Combined with advanced and progressive environmental research within the business community and the world of academic research in Gteborg, this provides us as an urban region with the prerequisites to protect and improve the environment in a variety ofGTEBORG & CO | 7

Gteborg celebrates its 400th anniversaryThe year 2021 is fast approaching the year when Gteborg will celebrate its 400th anniversary. It is already time to think about the best way to use this occasion to develop our city and the entire Vstra Gtaland region. An international exhibition like Shanghai 2010 (theme Better City Better Life) or Expo Milan 2015 (theme Food and Travel) may be a dream, but with the city celebrating its 400th anniversary, we should be allowed to dream big why not a Gteborg world exhibition in 2021 with the theme Humanity and the Environment perhaps held in the Frihamnsomrdet area.

World exhibition or not, if we are to use the citys 400th anniversary to give us a further boost, a common vision will be required. Not all major investments can be made at the same time they are all part of a process that, in todays society, takes time. Therefore, it is urgent that we initiate a serious discussion about how we will aim to and be able to mobilise our resources for the future. Accessibility, climate threat and modern infrastructureAccessibility, combined with the quality and attractiveness of a destination, will be crucial to determin-

location of Sweden and Gteborg, it is crucial that

ways. To quote Nobel Award and Gteborg Award winner Al Gore at the Long Live the Planet environmental awards gala held at Scandinavium, Revel in the opportunities we are given to help future generations as a result of this challenge. Gteborg brandSimply having high-quality products is not enough to achieve success. You also have to ensure that the market is provided with the necessary information about your offering. A product that is unfamiliar is not an attractive product. Gteborg & Co has worked for several years to develop a brand platform for Gteborg as a destination. The essence that Gteborg has established for the brand summarises the image of the destination as attractive and inspiring experiences in a human atmosphere. Highly successful brands create positive associations a brand should make you smile.

that we can best continue to develop Gteborg and the Vstra Gtaland region. Events as platforms for communicationsAllow me to highlight an interesting example of how to successfully keep up with globalisation and use events to strengthen and position a brand through long-term and strategic actions. Volvo would never have been the company it is today if Sweden had been its only market. To ensure global visibility, Volvos companies sponsor major international competitions within such sports as show jumping, golf and sailing. Thanks to intense media coverage, these events have helped etch the Volvo brand on peoples minds and generated interest in the qualitative products that Volvo sells. We have similarly witnessed globalisation change the conditions and rules for marketing our Swedish destinations with outstanding international potential such as Gteborg, Malm, Stockholm and re/stersund as well as Swedish companies, products and experiences, in an increasingly internationalised and media-driven world. Today, utilising major international events as platforms for communication is a financially effective way to spread our marketing. In this respect, Sweden could learn from Volvo.

Gteborg & Co Best European City Tourism Organisation.For many years, the tourism and hospitality industry in Gteborg has achieved substantial growth as a result of long-term, professional and goal-oriented efforts. Gteborg & Cos principal task, in cooperation with the private business community and public sector, is to help strengthen and position the Gteborg brand and develop the city as a destination. Without long-term commitment from the citys highest political leaders and the business community, this would not be possible.

Our business concept is based on cooperation. We have long shared a common vision: Gteborg is to be a preferred choice among European cities by being one of Europes most pleasant and attractive urban regions in which to live and work, as well as to visit. Several different players work together to solve this puzzle and ensure that our work is effective and generates positive results. European Cities Marketing (ECM) is a leading professional network that aims to strengthen and develop the tourism and hospitality industry in European cities and urban regions. The network currently includes approximately 140 urban regions in more than 30 countries. In 2007, Gteborg & Co was awarded the title of the most successful European City Tourism Organisation a distinction that we are naturally proud and

To further strengthen and develop the Gteborg brand, Gteborg & Co has established a model that will allow us to offer companies and organisations opportunities to work and improve their own brands in an entirely new manner. This initiative will be structured in a way that will enable the companies and organisations to utilise the citys core values to strengthen their own brands, while simultaneously helping to strengthen the Gteborg brand. After all, it is through cooperation8 | GTEBORG & CO

delighted to receive. The jury was made up of a number of executives within the European tourism and hospitality industry, under the leadership of Paul Dubrule, founder and Chairman of one of the worlds largest international hotel chains, Accor Hotels. The explanation given for the award included the following assessment: strong partnership between the private and public sectors, effective and successful leadership, high-quality tourist experiences, and positive, long-term economic and social development. 2007 in briefDuring the year, Gteborg enjoyed a number of new major public events. The sunny homecoming of the East Indiaman Gtheborg was an extremely popular event, attracting approximately 200,000 visitors with its noble pomp. It also marked Swedens first state from a Chinese president. The citys efforts to make the Gteborg Culture Festival a natural progression from the Gteborg Party was also relatively successful, despite the weather, and will be further developed in 2008. The Way Out West music festival, which was organised by Luger with support from Gteborg & Co, was another highly successful new addition. IFK Gteborgs long-awaited gold medal in the Swedish Football Championship was one of the most popular highlights of the autumn.

These regular annual events play a key role in Gteborgs position as an event city. Clubs and volunteer organisations are often the foundation of such events and fantastic work is being performed in many quarters. It is impressive to see how such events as the Gothia Cup, Partille Cup, Gteborg Half Marathon, Gteborg International Film Festival and Gteborg Book Fair have developed over time and left their mark on the entire city. 2008 an exciting and eventful yearWith March upon us, we look forward to another world-class event the ISU World Figure Skating Championships 2008, which is expected to draw nearly 500,000 television viewers worldwide. In April, the world elite in show jumping will arrive in the city in connection with the Gteborg Horse Show, where the 2008 World Cup final will be decided. At the end of May, the World Association of Newspapers will hold a major international conference in Gteborg for global newspaper owners. This will be the organisations first major conference in the Nordic region. Gteborg can also look forward to a strong year in terms of concerts both large and small. One highlight will obviously be Bruce Springsteens two-night appearance at New Ullevi Stadium at the beginning of July.

often referred to as green Gteborg a city with several parks and green areas that are centrally located. This green asset will form the basis for a major garden exhibition in 2008 The Gardens of Gteborg which will continue throughout most of the summer and into the autumn. Together, the Botanical Gardens, Trdgrdsfreningen Park, Liseberg Amusement Park and Gunnebo Castle create a delightfully blossoming event for the people of Gteborg and the citys visitors. CLAES BJERKNE MANAGING DIRECTOR OF GTEBORG & CO

Another highly appreciated asset for the people of Gteborg and the citys visitors is what isGTEBORG & CO | 9

Always somethingGteborg International Film Festival

Page 49

The ship The East Indiaman Gtheborg

Page 24

Gteborg Culture FestivalPage 30

Gteborg Half MarathonPage 49

A Gteborg ChristmasPage 40

Gothia CupGteborg welcomes students

Student 08Page 39

Page 49

Way Out WestPage 3610 | GTEBORG & CO

EAACI, June 913 Cardiovascular Spring Meeting

CongressesPage 18

on the

goThe International Science Festival Gteborg

Page 34

Partille CupPage 49

Corporate meetingsSony Ericsson SKFs centenary

Page 16

Gteborg Book FairPage 49

LisebergPage 45GTEBORG & CO | 11

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Direct flights Sonyare the key tog hit et EricssonIn 2007, we gained 17 new direct connections with flights to Gteborg and expect several more in 2008. This means that Gteborg has significantly strengthened its position as a tourism, meeting and event city. Proximity and accessibility are key factors for success. These developments are the result of hard work by everyone involved. A number of years ago, Gteborg & Co established a strategy plan for developing low-fare air travel to Gteborg and a unique long-term cooperation agreement with the National Swedish Civil Aviation Administration. Since 2006, this work has been conducted in cooperation with the Vstra Gtaland region, the West Sweden Tourist Board and Business Region Gteborg. Now it is important to maintain a passenger base since airlines will only fly as long as it is profitable. That is why our marketing initiatives throughout the region, known as Gteborg Plus, are so important. As 2008 approaches, we will continue to focus on destinations and airlines as we have in the past. We must achieve a long-term presence in new markets through clear and frequent marketing. Our experiences from 2007 were highly positive in this respect.Air Berlin SAS Croatia Airlines City Airline Icelandair

upplevelsecentrumAIRLINES WITH NEW DIRECT FLIGHTS IN 2007Ryanair Sterling Marseille, Barcelona, Alicante, Salzburg Alicante, Malaga, Nice, Florence, Athens, Rome, Gran Canaria, Las Palmas Reykjavik, with connections to Orlando, Washington, Minneapolis, New York and Boston Berlin Malaga, Barcelona Zagreb Tallinn

AIRLINES WITH NEW DIRECT FLIGHTS IN 2008Ryanair Sterling Wizz Air SAS City Airline Milano Chambery, Burgas Gdansk Split Prague

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LOREM IPSUM DETTA ENGAGERADE OSS 2007

m

ett heltNr Sony Ericsson hade bestmt att ha ett stort internationellt terfrsljarevent i norra Europa valde man mellan Kpenhamn och Stockholm. Kravet var att man skulle kunna disponera en tillrckligt stor lokal fr att bygga upp ett helt upplevelsecentrum. Varken Kpenhamn eller Stockholm kunde erbjuda denna mjlighet, drfr fick Gteborg evenemanget och Eriksbergshallen blev en perfekt lokal.

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GteborgFor the 16th consecutive year, the number of visitors to

is attractivetionally low tourist season. In December, visitors travel from as far as southern Europe to experience a traditional Swedish Christmas. European City Tourism Organisation of the Year 2007 Gteborgs ability to beat out the competition and win a major award over other major cities in Europe was mainly an acknowledgement, but the award should also serve as an incentive for the future. Gteborg & Cos task is to market and develop Gteborg as a destination through broad cooperation with the business community and politicians. This is the secret behind our success.

DESTINATION GTEBORGWhether you travel by plane, train, bus, ferry or your own car, getting to Gteborg is simple. Gteborg has two international airports Landvetter, a 20-minute trip from the city centre, and Gteborg City Airport, located ten minutes from the city. Gteborg is an important hub for Swedish train and bus services. When coming from Denmark or Germany, you can also choose to travel by boat.

Gteborg increased from 2.5 million guest nights in 2002 to approximately 3.2 million in 2007. During the same period, the number of air travellers also rose from four to five million. Gteborg is a popular destination and now it is popular year-round. Leisure travel on the rise There are several reasons for Gteborgs success. The year 2007 was excellent for leisure travel. Another explanation is that it has become easier and more economical to travel to Gteborg, which has been one of the key factors in the growth of the hospitality industry. Several airlines and wellestablished low-fare travel have been a strong driving force in this development. Excellent facilities year-round According to our figures, we reported extremely strong trends between 2001 and 2003. It was during this period that we developed and strengthened our role as an important meeting place and destination for private and professional events. Together, we have developed an expanded range of cultural, entertainment and shopping alternatives and thanks to our investments in Christmas at Liseberg and A Gteborg Christmas, we now attract visitors during a tradi-

Number of guest nights at hotels and youth hostels, thousands3 000 2 000 1000 0

Turnover from tourism in West Sweden regions, SEK M20 000 15 000 10 000 5 000

Fyrb odal Gte borg Regio n

Sjuh

The number of overnight visitors is continuously increasing.

Gteborg is the driving force behind tourism in West Sweden.

Skar

abor g

rad

02 03 04 05 06 07

0

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The Tourist Office is a valuable guideFor inquisitive visitors, Gteborgs two tourist offices are a life saver. Gteborgs tourist offices offer information through a number of different channels. You can also contact the Tourist Offices Contact Centre by telephone, e-mail, chat or mail. At goteborg.com, the citys official visitor and event guide, you can take a look at our event calendar, book hotel packages and receive visitor tips. Some 90 tourist service centres are located throughout Gteborg at airports, ferry terminals, hotels, youth hostels, campsites and shopping centres stocked with brochures and maps. About half of the service centres are also equipped with a computer terminal with access to goteborg.com. Electronic billboards with updated visitor information are located at Gteborgs main approach roads.

Nr Sony Ericsson hade bestmt att ha ett stort internationellt terfrsljarevent i norra Europa valde man mellan Kpenhamn och Stockholm. Kravet var att man skulle kunna disponera en tillrckligt stor lokal fr att bygga upp ett helt upplevelsecentrum. Varken Kpenhamn eller Stockholm kunde erbjuda denna mjlighet, drfr fick Gteborg evenemanget och Eriksbergshallen blev en perfekt lokal.

One of our tourist offices is located in Nordstan shopping centre.

The other is located at Kungsportsplatsen square. GTEBORG & CO | 15

LOREM IPSUM

EXAMPLES OF FAIRS HELD IN 2007

Gteborg Boat Show EuroHorse Interfood Student & Knowledge Fair MyDOG TUR Travel and Tourism Fair Gteborg Book Fair

Lets meet Sony Ericsson tog in Gteborgeconomic impact of approximately SEK 500 M from tourism. Sony Ericsson brought an entire experience centre to Gteborg. When Sony Ericsson decided to hold a major international retailer event in northern Europe, the choice of locations came down to Copenhagen and Stockholm. The company needed a venue that was large enough to build an entire experience centre. Neither Copenhagen nor Stockholm was able to provide such a service, so Gteborg landed the event and Eriksbergshallen was selected as the perfect venue. At the end of June, 300 retailers and some 60 journalists arrived from around the world to take part in this major event. Participants received a preview of Sony

hit et upplevelsecentrumIn a few short years, Gteborg has grown into one of the most attractive meeting places in northern Europe. In 2007, 108 congresses, conferences and company meetings were organised, generating a combined Ericssons latest products in the spectacular environment built in Eriksbergshallen. They also had a chance to get to know Gteborg and the archipelago of Gteborg. The program also included an exclusive concert by the worldfamous singer Pink. The feedback we received after the conference was extremely positive everything had worked perfectly and the guests were particularly impressed by Gteborgs cooperation on all levels. For the Gteborg Convention Bureau, Sony Ericsson is a dream customer in many ways particularly because this event will serve as a positive reference and help recruit more company meetings to Gteborg and western Sweden. The European Network Sweden, now known as Ovation Global DMC, was responsible for the planning of the

THE SONY ERICSSON CONFERENCE IN BRIEFDate: June 2528, 2007 Number of participants: 360 Nights spent at hotels: 700 Social activities: Concert at Trdgrn, boat trip to Mollsund, lunch in Marstrand Revenue: SEK 5,887,000 SEK 700/delegate day SEK 8,410/person and day

EXAMPLES OF COMPANY MEETINGS HELD IN 2007SKFs 100th anniversary SAABs new car launch Forex Nordic meeting

event.

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m

ett helt

Bjrn Rydevik, Gteborg University/ Sahlgrenska University Hospital

WHAT DO YOU GET OUT OF YOUR ROLE IN THE STEERING COMMITTEE?I gain considerable positive and stimulating contact with the leaders of the conference industry contacts that I benefit from directly in my work to attract interesting congresses and conferences to Gteborg. Nr Sony Ericsson hade bestmt att ha ett stort internationellt terfrsljarevent i norra Europa valde man mellan Kpenhamn och Stockholm. rckligt stor lokal fr att bygga upp ett heltcommittee? What do you contribute by participating in the

TOTAL NUMBER OF CONFERENCES GCB HELPED TO RECRUIT IN 2007Number of conferences: 108 Delegates: 47,927 Delegate days: 126,416 Economic impact from tourism: SEK 500 M

Kravet var att man skulle kunna disponera en tillupplevelsecentrum. Varken Kpenhamn ellerI hope to help put Gteborg on the map of the world.

I try to act as an ambassador for the world of research

through, for example, my international network. By doing so,

Stockholm kunde erbjuda denna mjlighet, drfrRock star Pink performed during Sony Ericssons company meeting.

fick Gteborg evenemanget och Eriksbergshallen blev en perfekt lokal.successful in 2007?

Were there any achievements that were particularly In 2007, Gteborg succeeded in recruiting several major congresses that will be held in the next few years. Representatives from GCB work in a highly professional manner throughout the entire process from the initial idea to a finished offer. What would you like to see from gteborg & co and GCB in the future? I hope that our work will continue to develop in the positive spirit that characterises Gteborg & Co and GCB. A key issue that I know is being dealt with is improving transportation options to and from Gteborg, including adding more direct flights.

GTEBORG CONVENTION BUREAUThe aim of the Gteborg Convention Bureau (GCB) is to develop and market Gteborg and western Sweden as a conference destination, primarily in the international market. We offer: Customised information about premises and hotels. Suggestions for social activities and excursions. Presentation material, such as brochures, marketing videos and PowerPoint presentations. Production of formal tenders. Site inspections: presentations of conference premises and hotels, as well as sights and attractions in Gteborg and western Sweden. Intermediary services for contact with industry specialists who can help in the preparation and execution of conferences.

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Gteborg consistently a city for conferences

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LOREM IPSUM

and meetings

shows its strength asNr Sony Ericsson hade bestmt att ha ett stort internationellt terfrsljarevent i norra Europa valde man mellan Kpenhamn och Stockholm. Kravet var att man skulle kunna disponera en tillrckligt stor lokal fr att bygga upp ett helt upplevelsecentrum. Varken Kpenhamn eller Stockholm kunde erbjuda denna mjlighet, drfr fick Gteborg evenemanget och Eriksbergshallen blev en perfekt lokal.

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Gteborg is close to everything, which many people felt was positive.Once a year, the European Academy of Allergology and Clinical Immunology gathers for a major five-day congress. In 2006, the conference was held in Vienna Several factors led to the final decision to hold the congress in Gteborg. The city was able to offer the Gteborg Convention Centre at the Swedish Exhibition Centre, which offered sufficient capacity to welcome such a large group. Another advantage was that there was a hotel in the middle of the Conference Centre, which is uncommon. The proximity of the venue to the city centre and all it offers was also warmly received. Research in the field of allergies and asthma The theme of the congress was the Prevention and Treatment of Allergy and Asthma. Most doctors now consider allergies to be a systemic disease that is linked to asthma, which has consequences for the entire body. The challenge today is to find a cure, but so far doctors are only able to provide relief. A number of new findings were presented at the congress. One of the most exciting items presented at the congress was a project led by one of my doctoral candidates in Gteborg and that was also published in the journal Nature Cell Biology, Ltvall says. Being able to present this project in Gteborg was particularly gratifying.

THE EAACI CONGRESS IN BRIEFOrganisers: Congrex, SKD Eurokonf, Gerle DMC, Nordic Event Date: June 913, 2007 Number of days: 5 Participants: 5,265 Countries: 95 Accommodation: 41 hotels in Gteborg and western Sweden Nights spent at hotels: 13,000 Restaurants visited: 33 Conference venues: Gteborg Convention Centre, Trdgrn, Burgrdens Conference Centre, Radisson SAS Hotel, Scandic Opalen Gala banquets: Eriksbergshallen, lvsborgs Fortress, Gteborg Opera, Carlstens Fortress Guides: 5 languages Revenue Delegate days: 26,325 SEK per person and day: 2,900 Revenue: SEK 76,342,500

and the 2007 congress was booked in Moscow. Such an event would normally require several years of planning, but as late as 2004 it became clear that Moscow could not fulfil the criteria for the congress. The matter was then handed over to Gteborg, which, much to everyones satisfaction, quickly solved the problem. This was not the first time that Gteborg proved itself to be a flexible and reliable congress and conference city. Nonetheless, 5,000 delegates in five days at the beginning of June was an extra test of its strength. Important international meeting place Gteborg professor, Jan Ltvall, is the Chairman of the Academy. He says, EAACI is without a doubt the most important international meeting place for everyone who works in the field of allergies. We present current research and exchange experiences within a variety of specialties. Because so many of us gather, it is crucial that all of the practicalities work smoothly and conveniently.

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From some 90 different countries Delegates arrived from some 90 different countries. Most of them had never been to the city before many had never even heard of Gteborg. Jan Ltvall emphasises the importance of holding the congress in a city that offers easy access to tourist experiences. In a major metropolitan area, you often end up outside the city, which means extra transportation and time just to get around. Gteborg has everything you need close at hand, which many people thought was extremely positive. We also went on a lovely excursion in the archipelago an experience that was much appreciated. Another factor for which some delegates were particularly grateful was that, for the first time, the congress offered a special prayer room, primarily for Muslim delegates, but also for others looking for a place for quiet contemplation.

OTHER INTERESTING CONGRESSES HELD IN 2007Gteborg Convention Bureau (GCB) held the Sahlgrenska Symposium on Reproductive Medicine and Gynaecology Cardiovascular Spring Meeting Congress of the International Federation of Psychiatric Epidemiology Nordic Network for Disability Research Scandinavian Society of Nephrology Dopamine 50 Years International Pragmatics Conference Euro Fed Lipid Congress and Expo Svenska Juriststmma (General Meeting of the Swedish Bar Association)

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BiG ciTy cOOPERATiOn

Gteborg, Stockholm and Malm have developed a joint marketing concept in cooperation with Visit Sweden and the National Swedish Civil Aviation Administration to attract more international travellers to Swedens urban areas. This is the most extensive initiative to date in city break travel to Sweden. The venture is intended to run for at least three years and is expected to generate approximately SEK 30 M during that period. Foreign visitors in Sweden spend about 75% of their money in urban regions. Gteborg, Stockholm and Malm are the countrys strongest destinations and act as gateways to other areas in Sweden. .

Sony Ericsson tog hit et gateway to western SwedenGteborg is more than just Liseberg, Universeum and Paddan sightseeing boats. A visit to Gteborg also Unique cooperation To achieve the maximum result, several players in Gteborg cooperate to create joint campaigns. The citys summer magazine, which was published for the seventh year in allows you to discover an extremely attractive part of Sweden. Perhaps a short detour as a restful contrast to a few days in the big city. New direct routes have helped an increasing number of visitors to discover Gteborg and western Sweden. Gteborg Plus is a joint venture by Gteborg & Co and the West Sweden Tourist Board to attract visitors to the entire Vstra Gtaland region. Information about the range offered in Gteborg and throughout western Sweden is available via goteborg.com. On the website, you can retrieve information and make bookings. 2007, is one of the most important activities. The campaign in a joint venture between Stena Line, Liseberg, Universeum, Storhotellgruppen, Gteborgshotellen and Gteborg & Co. Slightly more than two million copies of the magazine are distributed, of which 330,000 are distributed in Norway and 600,000 in Denmark. The main product in the campaign is the Gteborg Package and the target group is primarily families with children. The campaign also includes a number of other activities, such as radio and television commercials, newspaper advertisements and press visits. Other campaigns were also conducted, including campaigns for the citys various stages, shows, musicals and Take a city break Another result of low-fare air travel is that people are travelling for shorter periods of time as Europe grows closer. Not everyone travels for a full week anymore; now, many people take a long weekend instead a city break. This way of travelling opens new avenues not only for Gteborg as a destination, but for the entire region. This trend has also impacted the flow of travellers. Today, it is not uncommon for Spaniards to travel to A Gteborg Christmas in December for a weekend of shopping. A Gteborg Christmas growing in popularity After a modest start, A Gteborg Christmas has grown into an attractive December destination. That is why the city publishes a Christmas magazine in the Nordic countries at the beginning of November and as many copies of the summer magazine. The Christmas campaign also includes extensive advertising and PR activities. concerts and the A taste of Gteborg campaign for the citys restaurants.

Gteborg a popular

upplevelsecentrum

GTEBORG PASSThe Gteborg Pass is the perfect card for people who want to get as much as possible out of their stay in Gteborg. It gives you free entrance to a number of entertainment experiences, excursions and museums. Sightseeing tours, parking and travel by streetcar, bus and boat are included. You will also receive excellent discounts in selected stores and restaurants.

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destination and the ett heltNr Sony Ericsson hade bestmt att ha ett stort internationellt terfrsljarevent i norra Europa valde man mellan Kpenhamn och Stockholm. Kravet var att man skulle kunna disponera en tillrckligt stor lokal fr att bygga upp ett helt upplevelsecentrum. Varken Kpenhamn eller Stockholm kunde erbjuda denna mjlighet, drfr fick Gteborg evenemanget och Eriksbergshallen blev en perfekt lokal.

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Home, sweet home

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Further along, the shores were lined with people waving and cheering.Saturday, June 9, 2007 was to be the hottest day in Gteborg for 60 years perfect weather for the people of Gteborg to head outside and welcome the ship The East Indiaman Gtheborg. After just over one year and eight months at sea and visiting 12 ports on five continents, it was time to return home. And what a popular party it was! Seasoned with regal splendour and a state visit from China. Gteborg & Co was awarded the task of organising this event. We became the project manager for the homecoming itself. However, it was not until the beginning of May that we found out that this assignment would also include a visit by Chinese President Hu Jintao and his wife. This meant that the entire event was intensified, particularly in terms of security, and became a state affair. A warm reception Nonetheless, our aim remained the same: to give the vessel and its crew a hearty and warm reception, allowing all of the people of Gteborg and visitors to the city to witness the homecoming from various locations along the shore. We were also given the task of organising a reception party at Frihamnspiren with room for up to 30,000 visitors. Huge spectator party When the crew awoke and ascended to the deck that day, welcomed by a fantastic June morning, it did not take long for the first leisure boats to appear. At first only a few individual enthusiasts arrived, but as the vessel entered the Rivfjorden, the number of boats increased dramatically, forming an entire armada of joy and welcome. Further along, the shores were lined with people waving and cheering. It is estimated that a total of 200,000 watched as the Gtheborg carefully manoeuvred under the lvsborg Bridge. Many interested people had followed the vessels journey to various ports and several players in the media had reporters onboard. As a result, it was safe to assume that considerable interest would be shown when the vessel finally returned to its home port. Marketing activities leading up to the homecoming successfully utilised this sense of anticipation, going as far as referring to the vessel as an international star in advertisements. A total of 94 accredited Swedish journalists and some 30 foreign reporters, mainly from China, were on hand in Gteborg on the highly anticipated homecoming day. The vessels homecoming was also covered by four Chinese television companies, as well as some from Europe and a couple from Sweden.

THE SHiP THE EAST inDiAMAn GTHEBORGcalled at the ports of Cdiz, Recife, Cape Town, Port Elizabeth, Freemantle, Jakarta, Guangzhou, Shanghai, Hong Kong, Singapore, Chennai, Djibouti, Alexandria, Nice and London.

THE HOME cOMinG in BRiEFDate: June 9, 2007 Spectators: Approximately 200,000 in total

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what a hitThe Swedish production of Mamma Mia at Scandinavium was a major hit with critics and audiences in 2007. The special theatre hall that was built at Scandinavium could accommodate an audience of slightly more than 3,000 people per performance. The musical, which was written by Benny Andersson and Bjrn Ulvaeus and is based on the music of Abba, premiered at Cirkus in Stockholm in February 2005. The show ran at Cirkus for 506 performances and attracted a total audience of 84,703 people. After an additional 49 performances in Gteborg, the shows total attendance figure reached 1,002,598 people. Considering the shows short run of two years and six weeks, this is a record in Sweden. Acclaimed event Mamma Mia was not only esteemed by audiences in western Sweden; theatre producers from Sweden and abroad visited the arena and praised the event. This bodes well for the future. Gteborg has all of the necessary prerequisites to host and organise more musical events of this size. Returning in the summer Mamma Mia will return to Scandinavium in the summer of 2008, this time with a performance of the international version that has toured the world stopping in Europe, South Africa, Shanghai and Beijing. The film of the musical will also premiere in the summer, starring Meryl Streep in the leading role. After nearly four decades, Abbas music is still hot. West coast company Per Se produced the highly professional performance of Mamma Mia at Scandinavium in 2007.

Mamma Mia

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A new festival

brimming with culture

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...high above the crowd, exclamations of wow could be heardTHE GTEBORG cULTURE FESTiVALoffers a broad mix of music, performances, art, culture, dance, parades and food from top artists of all sorts. The festival takes place in a central location in the heart of Gteborg, extending from Liseberg to the Gteborg Opera, with approximately ten different festival sites, guaranteeing that the entire event takes place within a comfortable walking distance.

Since 1995, the City of Gteborg has invited all of its residents to a festival lasting just over a week at the beginning of August. In addition to food, socialising and music, the city offered a generous entertainment program that attracted a multitude of visitors from the municipality and the region. However, following the magnificent European Championship Party in 2006, it was time to sit down and think about how this more than 15-year tradition could be rejuvenated and developed into something even better. And so the idea of a culture festival was born. Culture had always been part of the Gteborg Party, but now the city wanted to place greater focus on culture. That is why the City of Gteborgs cultural administration and the

Although many changes were made, several features of the festival remained comfortable and familiar When the festival was launched with theatre, art and circus performances, any scepticism concerning the new festival disappeared. And as the dance troupe Strange Fruit floated back and forth high above the crowd, exclamations of wow could be heard. Although many changes were made, several features of the festival remained comfortable and familiar. With a total of more than 500 items in the program and entertainment ranging from Timbuktu to Charlotte Perrelli, from poetry bingo to sculpture and from jazz to symphony performances, the festival offered something for everyone. Visitors who wanted to learn more about art or dance could do so. Those who were content to simply stroll through the shopping area were met by plenty of exciting experiences along the way. Almost like the Gteborg Party, but better. Top marks despite the weather According to a survey conducted by the Swedish Research Institute of Tourism, the overall response was positive. Established cultural institutions and the citys independent groups now want to continue working to improve and expand the program content. So in 2008 Gteborg Culture Festival will surely be even better and perhaps garner even more wows.

THE GTEBORG cULTURE FESTiVAL in BRiEFDate: August 1419 Number of visitors: Approximately 75,000/day Total number of items in the program: More than 500 Organiser: The Gteborg Culture Festival is a cooperative venture organised by Gteborg & Co, the City of Gteborgs cultural administration and the Vstra Gtaland region. Project management: Gteborg & Co

Vstra Gtaland region joined the project. Shorter program In contrast with the Gteborg Party, the new festival was to span six days, including one weekend instead of two, while the budget was significantly smaller than for the magnificent European Championship Party held the year before. Like the Gteborg Party, the Gteborg Culture Festival would be free of charge and, for the most part, take place outdoors in the city centre. However, a clear change was made compared with the preceding year: restaurant tents would no longer be included in the festival; instead the city initiated closer cooperation with local restaurant owners.

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Highflying entertainment by Strange Fruit. GTEBORG & CO | 33

A passion for flowers and astronautsOnce a year, research takes to the streets. With nearly world of science. The various items on the program are aimed at different target groups and each year is characterised by a particular theme. No matter the theme, the festivals program always includes current research and exciting diversions. Opened by Fuglesang Swedish astronaut Christer Fuglesang opened the festival at the Nordstan shopping centre on April 15, joined by the crew of the Discovery. He discussed space travel and responded to questions from the enthusiastic audience. The astronauts also visited the Experimental Workshops, where they tried their hands at a number of activities and Highlighting entertainment The festival brings science to the public and schools in an easily accessible and interesting manner and to offer a meeting place for researchers. The aim of the festival is to create positive attitudes toward research and science and to encourage higher education. Science is not just about researchers. Having an inquiring mind is the basis of progress in general. That is why the Gteborg International Science Festival highlights the entertaining aspects of science by creating an exciting mix of everyday, spectacular and recent developments in the Most activities free The festival offered just over three hundred different activities and thousands of hours of science at a variety of locations throughout the city and many of the worlds foremost researchers held lectures on their areas of specialty. There were activities available for all ages and levels, most of which, as usual, were free. held a seminar organised by the Physics Centre, Chalmers University of Technology and the Gteborg University.

THE INTERNATIONAL SCIENCE FESTIVAL GTEBORG IN BRIEFDate: April 1522, 2007 Main organisers: Chalmers University of Technology, the Gteborg University, Riksbankens Jubileumsfond, Gteborg & Cos Trade and Industry Group, the Knowledge Foundation, Business Region Gteborg and the Swedish Research Council. Main partners: SKF, the Vstra Gtaland region, the Swedish Foundation for Strategic Research, IBM, GteborgsPosten, the Erna and Victor Hasselblad Foundation and Volvo. Project management: Gteborg & Co

100,000 visitors, the Gteborg International Science Festival is the largest festival of its type in Sweden and one of the leading popular science events in Europe. In 2007, the festival focused on the world of biology, touching upon such topics as sexology, genetics, evolutionary biology and, inevitably during the celebration of his 300th birthday, Carl Linnaeus and his achievements. The theme of the festival was passion, pistils and personality and the celebrations started in space.

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Christer Fuglesang opened the Gteborg International Science Festival. GTEBORG & CO | 35

How Way Out West

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happened in Gteborg

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The story of how Way Out West was started is an interesting tale of persistence, contacts and timing.According to rumours, Regina Spektor decided to take part that was already toying with a similar idea, but had not yet decided where to arrange the festival. Luger jumped at the chance Luger was invited to the European Championship Party held in Gteborg in 2006 and started thinking about establishing a new major summer music festival in Stockholm. In 2007, Gteborg & Co offered Luger an opportunity to organise an event in Gteborg. And Luger jumped at the chance. Our task was to create the right conditions for example, finding the right venue and taking care of all the practical details concerning permits and other formal arrangements. We were also responsible for marketing activities to attract tourists to the event. After a Right organiser Although Gteborg normally offers an extensive and wide range of music, organising a music festival with such an exciting breadth of genres is a major undertaking. The story of how Way Out West was started is an interesting tale of persistence, contacts and timing. It all started with the rock concerts held at Frihamnspiren in connection with the 2003 to 2006 Gteborg Party. That was when the idea was born to do something different, something large-scale to attract new, international names. However, this had to be done in cooperation with an established organiser. That was how we met Luger, a company38 | GTEBORG & CO

LUGERLuger was established in Sandviken in 1991, but has been based in Stockholm since 1998. Today, the company is part of EMA. Since its launch, Luger has focused on promoting and following fresh and exciting music. Luger organises concerts and festivals in Sweden and the Nordic region, and acts as a booking agent for Swedish and international artists.

when she saw the striking Way Out West logo with its youthful green to match Slottsskogen Park a logo that seamlessly transitions into the forests roots. It all gives the impression of being rather environmentally friendly, which was a conscious decision. Gteborg had finally landed a modern music festival. And in the heart of the city, to top it off this was something that just did not seem possible. This festival would be innovative and exciting and would defy borders. The name Way Out West, which was settled on at an early stage, is taken from a song by US band Big Star, but above all it suited the geographic location of the festival.

WAY OUT WEST IN BRIEFDate: August 911 Venues: 10 clubs throughout the city (August 9), Slottsskogen Park (August 1011) Selection of performers: Kanye West, Erykah Badu, The Pogues, Primal Scream, Regina Spektor, The Hives, Lady Sovereign, Manu Chao, The Ark, CocoRosie, Laleh, Eagles of Death Metal, Juliette & The Licks, Shout Out Louds, Moneybrother, Salem Al Fakir, The Hellacopters, Timo Risnen, Peter Bjorn and John, Koop, Those Dancing Days.

while, word got out in the city and the news of the festival spread quite quickly to Stockholm. As a result, the media coverage of the event turned out to be huge. The success of Way Out West is mainly attributable to the festival being launched at the right time and fulfilling a need. Patrick Fredriksson at Luger explains why the company selected Gteborg as the venue for the festival: I believe the audience went to Gteborg because it is a city where there is always a lot on the go and the total offering is rich. The city has a vital music life, with many clubs, concerts and a tradition of good performers. I also think that producing events in Gteborg goes smoothly.

Gteborg welcomes new studentsGteborg has taken a coordinated approach to welcoming new students. Student 07, held in Trdgrdsfreningen Park on September 19, was a highly successful event. All new students at the Gteborg University and Chalmers University of Technology, which together with the city, student unions and the business community were jointly responsible for the event, were invited to this welcome event. The business community and Gteborgs cultural institutions distributed information and invited visitors to participate in study visits. Representatives from the city welcomed just over 3,000 students to the event, with Laleh providing the entertainment. Student 07 also marked the start of a week full of activities for all new students.

Representatives from the city welcomed over 3,000 students to the eventLaleh performed at Trdgrn. GTEBORG & CO | 39

Gteborgs own Milky Way

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spreads light

and joy

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A GTEBORG CHRISTMAS IN BRIEFDate: November 16 December 23 Organiser and project management: Gteborg & Co in cooperation with partners and the City of Gteborgs agencies. Artistic leadership: Kristina Hulterstrm, Planning Department Main partners: Akademiska Hus, Castellum, GP, Wallenstam and the Federation for Rental Property Owners Gteborg. Marketing activities: Just over two million copies of a special campaign magazine were distributed throughout the Nordic region. Newspaper and television commercials were also run, as well as advertisements on goteborg.com.

For the past three or four years, hotels have basically been fully booked until Christmas.For the fourth consecutive year, the lights of A Gteborg Christmas were lit on December 7. Many people from Gteborg and visitors to the city headed to Gtaplatsen on the rainy Friday evening to enjoy a little Christmas spirit and check out the 2007 city lights. Given the lofty ambition of establishing Gteborg as the leading Christmas city in the Nordic region, every new season brings expectations of improvements. It all started in 2000, when Liseberg launched Christmas at Liseberg and it turned out to be a huge success. It was only natural that this success would spread throughout the rest of Gteborg. The first stage of A Gteborg Christmas started as early as November 16, when glittering strands of lights and Christmas trees were lit to mark the opening of Christmas at Liseberg. For people looking to experience the entire walkway, a promenade extending nearly 3.5 kilometres was open from December 7, 2007 stretching from Liseberg, over Korsvgen, up toward Renstrmsparken and the University Library, through Gtaplatsen and all the way along Kungsportsavenyn toward the Gteborg Opera and the port. Several of the buildings along the way were furnished with new lights for the year, providing a powerful complement to their architecture and ornamentation particularly at the citys Saluhallen indoor market, whose icy green roof illuminated all of Kungstorget. International attention A Gteborg Christmas is not only attractive for the people of Gteborg. In its first year, the event was also discovered by people living outside Gteborg; today, the event is marketed throughout Sweden and the Nordic region. As the number of direct flights to Gteborg from major cities in Europe has increased, international interest in the event has grown. Even the people of Barcelona were encouraged to visit The Christmas City of Gteborg in the autumn. Quite simply, the event is perceived as exotic and unique. According to a survey conducted after the 2006 Christmas City, slightly more than 40% of visitors were tourists. The majority came from Vstra Gtaland and Halland. The main reason for visiting the A Gteborg Christmas was to go to Liseberg and do some Christmas shopping. Many people also spent a night or two in the city and sampled restaurants, cafes and the other performances and Christmas shows on offer. Of course, this means the A Gteborg Christmas generates income for the municipality and the citys business community. December was previously a weak month for the citys hotels, but for the past three or four years, hotels have basically been fully booked until Christmas.

NEW HIGHLIGHTS FOR 2007Museum of World Culture Sdra Vgen Hagabadet Saluhallen Wijkska huset, Lilla Torget Kronhusgrden Thulehuset, Gustav Adolfs Torg Hasselbladshuset Kanaltorget (Lilla Bommen) Skanska Scraper Lipstick Frihamnspiren Gteborg Opera Casino Cosmopol Ten local squares Landvetter Airport

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Christmas at Liseberg is a traditionWhen Liseberg closed its gates on December 23, the amusement park had received nearly 530,000 visitors in 29 days, an increase of 20% compared with 2006. Visitors from neighbouring counties accounted for most of this increase every second visitor lived outside Gteborg. In only eight short years, Christmas at Liseberg has become a strong Christmas tradition, with the four singalong evenings featuring Lotta Engberg and guests attracting nearly 20,000 spectators. A Gteborg Christmas and Christmas at Liseberg have transformed Gteborg into an attractive destination in November and December.

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The athletic event of the yearThe last time that Gteborg hosted the World Figure Skating Championships was 1976 now it is time for a new world championship in Gteborg. The World Figure Skating Championships are perhaps the most beautiful championship in the world and the event will receive considerable international attention. It will also offer a unique opportunity to see artistry, music and spectacular skating in Gteborg. Sweden will be represented by three competitors, two men and one woman. The opening ceremony, held on March 18, promises to be spectacular, with skating routines to powerful music written and performed by Robert Wells. Crown Princess Victoria will be the guest of honour and the reigning synchronised skating champions Team Surprise from Landvetter, Gteborg will also participate in the opening ceremony.

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Gardens of Gteborg a flourishing joint projectDuring three months of the summer, from June 28 to September 28, 2008, a large-scale horticultural exhibition will transform Gteborg into the foremost arena for parks and gardens in Europe. Gardens of Gteborg is the general name of the event, which includes the parks of four organisations: the Gteborg Botanical Gardens, Trdgrdsfreningen Park, Gunnebo Castle and Gardens and Liseberg. Gteborg & Co has been commissioned to manage this flourishing project. Power of growth created by cooperation Following the success of Heath Gardens in 2000, the Parks and Landscape Administration was given the task of investigating the possibility of holding a follow-up event. This resulted in political cooperation between Gteborg, Mlndal and the Vstra Gtaland region and the four large parks. Using the words delight, inspiration and knowledge as a guide, the event was planned with a focus on developing and enhancing the quality of the various facilities and making permanent improvements. Together with the normal amenities offered in the four parks, the event presents temporary exhibition gardens created by guest designers. Seminars, workshops and guided tours are also held. Gardens of Gteborg is targeted at both a professional audience and the general public.

The words delight, inspiration and knowledge guide Gardens of Gteborg. GTEBORG & CO | 47

crowd pleasers year after yearThe regular and popular events put on the map by Gteborg are the foundation of the citys reputation as an event city. With these events providing a basis, we have succeeded every year in attracting new organisers and implementing new ideas for our own events. Our range of events is impressive. That is because we recognise the opportunities that Gteborg offers and utilise this foresight in the best interest of the people of Gteborg. The Gteborg International Film Festival, Gteborg Book Fair, Gteborg Half Marathon, Partille Cup and Gothia Cup, the Gteborg International Science Festival, A Gteborg Christmas and Gteborg Culture Festival are just a few examples.

These are real

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The Gteborg International Film Festival

The Gteborg Book Fair

The Partille Cup

The Gteborg Half Marathon

The Gothia Cup

Always something interestingA selection of the extensive range of events offered in 2007:JANUARyGothia Cup Floorball Disney on Ice Hammerfall P3 Guld Gteborg International Film Festival Swedish Diving Championships terkomsten Boxing Gala Samsung Eurojump

MARchGteborg Motorshow Swedish Ultimate Frisbee Championships Dolly Parton European Championship Young Bakers Swedish Greco-Roman Wrestling Championships IS International Bowling Strike & Co International Tourism and Travel Fair Leon Lurje Trophy Synchronised Skating Swedish Team Tennis Championships Swedish Ballroom Dancing Championships Brazil vs. Chile Hjrtslaget Scandinavian Salsa Congress Boxing Gala

MAy1451 Champs Meeting Orienteering King Gustaf V Cup Mamma Mia Gteborg Half Marathon Nordic Walking Gteborg Half Marathon Swedish Half Marathon Championships Gteborg Mini Half Marathon & Olympic Day Run Gteborg Basketball Festival Tom Trana Trophy IFK Gteborg vs. GAIS Hammarkulle Carnival

JUNE APRILBob Dylan Junior Swedish Tennis Championships Davis Cup Volvos 80th anniversary IIHF Oldtimers World Cup Gteborg International Science Festival 100th anniversary of the Mayflower Charity Foundation for Children Swedish Team Gymnastics Championships Olympiatravet Kvarnbyn Open House Swedish Rhythmic Gymnastics Championships Rhythmic Gymnastics SKCC South Sweden Masters GKC Team 13 Bulycke Chalmers Cortge Gteborg Korpiaden Elfsborgsmarschen Centenary of the Swedish Sea Rescue Society Swedish Bowling Championships final Happy Gteborg Goteborg Choir Festival Homecoming of East Indiaman Gtheborg Monster Jam Gteborg Symphony Orchestra at Slottsskogen Skateboard Slalom World Cup Midsummer in Trdgrdsfreningen Park Midsummer at Gunnebo Justin Timberlake Accelerator World Youth Athletic Games Eritrean Sports Festival Scandinavia Metaltown/Pier pressure Opening of the Linnaeus Garden

FEBRUARySwedish Table Hockey Masters Gteborg Boat Show World Challenge Floorball mens Swedish heat of the Eurovision Song Contest Swedish Veteran Tennis Championships Swedish Five-a-side Student Championships Gteborg Horse Show Swedish Tennis Championships Swedish Indoor Championships in Athletics

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happening in GteborgJULyBo Kaspers Match Cup Sweden Partille Cup 20th anniversary of the Rose Festival Gunnebo Castle Games Dragracing A Day on the Strip Anna Ternheim Summer theatre production of The Hypochondriac Womens International Pistol Shooting Sophie Zelmani 311 Gothia Cup Timbuktu, Peps Persson, Svenska Akademin Swedish Dragracing Championships Per Gessle

sEPtEMBERGteborg Fish Festival ECCO Walkathon 50th anniversary of the Swedish Association of Persons with Neurological Disabilities Kraftmtningen Sweden vs. Finland athletics Nordic Field Target Championships, pistol Akademiska Rodden Gteborg Grand Prix Karting GKC Team 13 Bulycke Culture Night in Kvarnbyn by Grand Prix Nordic Barista Cup Davis Cup GAIS vs. IFK Gteborg Gteborg Book Fair Ladies Night Takida

NOVEMBERDia Psalma Bao Sonata Arctica Off the Wall The Spirit of Pink Floyd Pixbo vs. Warberg floorball Christmas at Liseberg A Gteborg Christmas Queen Another Kind of Magic Kvalitetsmssan Quality Fair Dancing in the Streets Christmas in Kvarnbyn Christmas Market at Gunnebo Kent Nightwish

AUgUstRolling Stones European Seniors Golf Championships Way Out West Gteborg Jazz Festival Gteborg Culture Festival Tjrn Runt Sailing Competition Feskekrka Day Firefighters Championship International football match SWE vs. USA Gteborg International Art Biennial Music on the water at Rdasjn Athletics Grand Prix

DEcEMBER OctOBERCulture Night Bowling Action Jubal Thriller Live European Championship Young Bakers Pink Ribbon Gala Lars Winnerbck Helloween + Gamma Ray The Christmas Show Swedish Figure Skating Championships Motrhead Jultravet at by Johnny Logan Christmas Show A Gteborg Christmas Christmas at Liseberg

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Selfless cooperation givesThe concept behind Gteborg & Co is based on cooperation between the city and business community a concept that has proven to be highly successful. The companies in the city may have different interests to look after, but through Gteborg & Co, they are often able to work together to achieve the same goals. Working behind closed doors rarely drives new ideas forward. Daring to test new ideas and proposals and working with others in a selfless manner creates a productive climate. This is perhaps most evident in the work of the Board of Directors, in which the common good is always in the foreground, but each individual contributes important arguments and ideas. They are also continuously updated on all events and, as a result, each Board member is able to act as a spokesperson for Gteborg. Joint marketing and a common way of expressing the advantages of the city are beneficial for the whole and its parts. Being able to agree upon important major ventures and events has been a key factor in the development of Gteborg as a brand. Gteborg & Co is a venue through which the hospitality industry and political leaders cooperate to improve Gteborg as a destination.

Voices from the Board:1. WhAt DO yOU gAIN FROM BEINg A MEMBER OF thE BOARD OF DIREctORs OF gtEBORg & cO?

thomas sjstrand, Managing Director of Quality hotell 11, chairman of storhotellgruppen in gteborg: A sense of involvement in the work we do. It is important that we are allowed to voice our opinions and play an active role in making decisions.

2. WERE thERE ANy AchIEVEMENts thAt WERE PARtIcULARLy sUccEssFUL IN 2007?

Gteborg & Co is an excellent way to initiate events, but it is perhaps more important to ensure that it continues to grow, which strengthens the Gteborg brand. A Gteborg Christmas is a good example.

3. WhAt ARE yOUR FUtURE gOALs FOR gtEBORg & cO?

To remain a catalyst in the hospitality industry when it comes to both large and small-scale events. I also want us to focus more on company meetings, which is an area with considerable potential.

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Gteborg itsBengt Linde, Manager of Babar & Restaurang, chairman of gteborg Restaurants Association: I am able to take part in a process that allows me to influence and draw inspiration from other industries. Ragnar Johansson

driving forceLennart Mankert, Managing Director of the swedish Exhibition centre: Mats Wedin, Managing Director of Liseberg: Gteborg & Co is the best platform we have for jointly developing ideas for all of the citys operations, particularly Liseberg. Gteborg & Co is a common platform for cooperation in Gteborg and it is important for our business that I am part of it.

Line Manager, stena Line:

I gain further knowledge about the hospitality industry in Gteborg and an understanding of what is being done. This enables us to better encourage travellers to stay an extra day in Gteborg.

Everything was extremely well done in 2007. Despite not having any enormous events in the city, we had a fantastic year. I feel that our range was broad and our events were cuttingedge.

We have witnessed an increased flow of travellers from Germany and the Netherlands. Liseberg is the main attraction in the summer, but A Gteborg Christmas has also increased the flow of travellers in the winter.

Our success in bringing the European Indoor Athletics Championships to Gteborg in 2013 is excellent proof of this cooperation. We also hosted a number of international congresses, which was positive for the city.

A Gteborg Christmas is getting better with every passing year. Together with Christmas at Liseberg, this is an unbeatable combination in December.

To continue in the same manner. We are not resting on our laurels because this was a strong year; on the contrary, I can already see that we have the drive to make 2008 just as successful. I am very impressed.

To continue improving the breadth of the range. I also want us to improve the activities we offer in our close surrounding areas. For example, we should be able to attract considerably more Danes and northern Germans.

I want us to work together to make the Gteborg brand even stronger so that we attract new visitors who may not be familiar with Gteborg today.

To continue working in the same constructive manner and put Gteborg even more clearly on the map.

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Steering committees act asEach business area works in close cooperation with a steering committee composed of representatives from various companies and organisations. In practice though not from a legal point of view the steering committees act as a board of directors for each individual business area. They make operational decisions on how each business area will contribute to the overall development plans established by the Board of Directors of Gteborg & Co. A common feature of all of the steering committees is that their members are involved in the development of various projects and events and ensure that the companys operations are conducted in a professional result-oriented manner. The steering committees also represent a valuable network for information and contacts. As such, the steering committees act as crucial engines in the operations and the work carried out by the committees often plays a major role in Gteborg & Cos success.

Voices from the steering committees:1. WhAt DOEs yOUR cOMPANy gAIN FROM yOUR PARtIcIPAtION IN gtEBORg & cO?

Anna Falck gteborg Book Fair (Events) My participation in the Events Group gives me an opportunity to meet many people that are important to our operations. The network in the city is valuable.

2. WhAt cAN yOU cONtRIBUtE thROUgh yOUR INVOLVEMENt?

An exchange of ideas and information about what is happening in the industry in which we conduct operations the world of publishing and media. Our cooperation concerning student initiatives in Gteborg was successful. Many students were given free entrance to the Gteborg Book Fair.

3. WERE thERE ANy AchIEVEMENts thAt WERE PARtIcULARLy sUccEssFUL IN 2007?

4. WhAt ARE yOUR FUtURE gOALs FOR gtEBORg & cO?

It is positive that Gteborg & Co is open and provides information about what is happening. They function as an information centre for various events. Clearer marketing of Gteborg as a culture city would be positive.

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crucial engines in the operationscharlotte Ljunggren stena Line (Leisure travel) It is important to come together to engage in an exchange and I am able to listen to the ideas of others. We gain a lot by cooperating to attract more tourists. Hopefully knowledge about the topic of tourism and Stena Lines view of how marketing can best be used to benefit Gteborg. Ulrica cramby gteborg convention centre (gteborg convention Bureau) At the Gteborg Convention Centre, we consider GCB to be our external sales channel. It is the perfect organisation to encourage the citys resources to work jointly and toward the same goals. As a facility, I hope that we can provide the city with an arena for our customers where they can find the space they need for their conferences, congresses and fairs. I think that the Gteborg Culture Festival was a major success. And we also succeeded in bringing the historical play Tordenskioldsarna from Frederikshavn. To continue making Gteborg a more attractive city for tourists. Having Liseberg as our sole tourist attraction is not enough. We need to have more attractions so that our guests choose to travel to Gteborg more than once a year. In 2007, we had one of our largest company events in conjunction with the centenary of SKF, during which local and global companies gathered in Gteborg. Continued positive cooperation is crucial if we are to maintain our position as a destination. It is important that we extend this cooperation and make the city of Gteborg the perfect location for customer conferences. The business environment survey is a positive and useful document. I would also like to mention our reception of new students, Student 07, which was highly appreciated. Continue our successful cooperation with the business community and utilise the strength of this unique network. Lars hrman sEB (trade & Industry group) We gain an overall picture of what is happening in Gteborg. Because of the way the work is performed, we are also able to take part and influence how joint resources are used. General knowledge about the financial market that may be useful, as well as contributing my own experiences and knowledge.

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Our organisationGTEBORG & CO ORGANISATIONMarketBusiness areas Business Travel Leisure Travel Events Collaboration The Trade & Industry Group Support functions Research & Development Visitors Service Media Centre Economy, Legal Affairs, Administration & IT

Managing Director Board of Directors

Gteborg Convention Bureau We contribute to the development of Gteborg as a meeting venue. Our operations focus on providing a link between meeting organisers, local meeting companies and decision makers. That is why partnership agreements have been signed with more than 100 member companies representing hotels, restaurants, meeting organisers, conference facilities and transport operators. Key events in 2007: The Congress of the European Academy of Allergology and Clinical Immunology in June. Plans for 2008: More direct flights to Gteborg and expansion of congresses, hotels and meeting venues. Head: Lennart Johansson Leisure travel Our aim is to attract leisure travellers to Gteborg. We do this by cooperating with the citys various hotels, stages and cultural and entertainment establishments, as well as different tour and transport operators. Our product is the Gteborg Package, which includes hotel accommodation and the Gteborg Pass. It gives you free public transport, entrance to Liseberg, Universeum, museums and other attractions. Largest ventures in 2007: The summer campaign carried out in cooperation with Liseberg and Stena Line, as well as A Gteborg Christmas. During the campaign, we focus on advertisements, special summer and Christmas magazines and radio and television commercials. Urban City Initiative Gteborg, Stockholm and Malm, in cooperation with Visit Sweden and the National Swedish Civil Aviation Administration, have developed a common marketing concept to attract more international travellers to Swedens urban regions. This is the first initiative to date to bring more city break travellers to Sweden. Another joint venture is Gte-

borg Plus, a cooperative initiative between Gteborg & Co and the West Sweden Tourist Board to attract more visitors to the entire Vstra Gtaland region. Head: Cajsa Engstrm Events Our assignment is to attract new events and to support and develop regular events. We also provide assistance to and cooperate with arena owners and organisers, as well as carrying out project management and production of our own events. Own events in 2007: International Science Festival Gteborg, homecoming of East Indiaman Gtheborg, Gteborg Culture Festival, Kvalitetsmssan Quality Fair and A Gteborg Christmas Own events in 2008: Long Live the Planet environmental awards gala, Gteborg International Science Festival, Gardens of Gteborg, Gteborg Culture Festival, A Gteborg Christmas Head: Leif Nilsson, Deputy Managing Director of Gteborg & Co. Trade & Industry Group Our aim is to be a platform for cooperation between the city, the business community, the university and other institutions of higher learning. This means that we provide support and initiate projects that stimulate the development of a competitive business community and Gteborg as a competitive city of expertise. In 2007, our external project budget for this work was SEK 6.5 M. Key projects in 2007: Student 07 a welcoming event for new students, the 2007 business environment survey for the Gteborg region, Gteborgs Company Award, which in 2007 was won by MindArk PE AB and Jakobsdals

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We receive about 200 foreign press visits a year.Charkuteri. We also contributed approximately 400,000 to small independent theatre and culture groups in Gteborg. Head: Birgitta L-fverholm Visitors Service Visitors Service comprised two tourist offices and a contact centre. We also utilise www.goteborg.com, which provides information in 13 different languages and records just over 165,000 unique users every month. The aim of the operation is ensure that visitors regardless of whether they are tourists or have come to Gteborg to participate in a meeting or conference receive a pleasant and helpful reception. The tourist offices are visited by about 400,000 people per year. Largest ventures in 2007: Open chat service on the website to increase the amount of information available to our visitors about Gteborg. Approximately 40 to 50 people use the chat service every day. The chat service is operated by our call centre. A number of new Gteborg guides been become authorised. All of the participants live in Gteborg and originally come from other countries. The languages that are represented include Arabic, Persian, Turkish, Kurdish, Assyrian and Spanish. These are languages in which we currently have only a few authorised guides. Head: Annelie Karlsson Media Centre Media Centre is responsible for increasing interest in Gteborg as a destination through exposure in the national and international media. This is achieved in many ways, often independently of the various events. Media Centre also acts as a service unit for Gteborg & Cos other business areas and partners. This work includes planning and implementing targeted press activities, follow up and analysis.GTEBORG & CO | 57

Key events in 2007: Several press conferences in connection with the homecoming of the ship The East Indiaman Gtheborg processing and accreditation of journalists, organising press showings, interviews and other events. Head: Stefan Gadd Media Lab Media Lab is responsible for media strategy and analyses, the companys official online magazine, Web TV, the companys film production, Managing Director presentations, annual reports, video databases and image archives. Key events in 2007: Completion of the film about the 2006 European Championships and the film for Gteborgs application for the European Indoor Athletic Championships in 2013, which was decided in Malta. We also made a film about the homecoming of the ship The East Indiaman Gtheborg and some ten films about Gteborgshotellen. Head: Ulf Lindqvist

Board of Directors

Meet the Board of Directors for 2007. For up-to-date information, visit www.goteborg.com/co

Gran Johansson Chairman, City Executive Board (Social Democrat), City of Gteborg

Gunnel Aho Vice Chairman, party ombudsman (Conservative), City of Gteborg

Lennart Olausson Managing Director, Business Region Gteborg AB

Mats Wedin Managing Director, Liseberg AB

Thomas Torkelsson Managing Director, Got Event AB

Brje Rdesj Head of Education, Association of Local Authorities in the Gteborg Region

Lennart Mankert Managing Director, The Swedish Exhibition Centre

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Joacim Carlson Gteborg Regional Manager, Deputy Managing Director, West Sweden Chamber of Commerce

Ragnar Johansson Line Manager, Stena Line AB

Markus Oddestad Chairman of Freningen Gteborgshotellen

Bengt Linde Chairman of Gteborg Restaurants Association

Siw Franzn Employee Representative, Gteborg & Co

Claes Bjerkne Managing Director, Gteborg & Co

Gran Bengtsson (coopted) Deputy Governor, Vstra Gtaland County

Lars G. Malmer (coopted) Director of Communications, SKF. Trade & Industry Group Gteborg & Co

Lars Rehnman (coopted) Managing Director, Universeum

Olle Sundin (coopted) Managing Director, Group Airports Division of the National Swedish Civil Aviation Admin.

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Steering committeestrade & Industry group Mats Nilsson AB Volvo Chairman Claes Bjerkne Gteborg & Co Vice Chairman Ola Rnn AstraZeneca Lennart Olausson Business Region Gteborg AB Malin Engelbrecht Castellum AB Mats Bergh Chalmers University of Technology Christer Wistrm Federation for Rental Property Owners Eric Nilsson Gteborgs Hamn AB Bo Aronsson Gtebor Region

Siv Bondens-Brink Gteborg University

Bjrn Torsteinsrud Handelsbanken

Gunilla Rittgrd National Swedish Civil Aviation Administration

Lars O Carlsson NCC AB

Gunilla Ekholtz Nobel Biocare AB

Mats Engstrm Nordea

Henrik Brttemark Posten AB

Fredrik Strm SAS

Bengt G Johansson SCA Hygiene Products

Lars hrman SEB

Ingalill stman SKF AB

Magnus Hanson Skandia

Mats Dynevik Skanska Property

Joakim Kenndal Stena Line AB

gteborg convention Bureau

Petter Ullberg Swedish Exhibition Centre

Carita Kaln Swedbank

Claes Larsson Teliasonera

Bengt Magnusson Volvo Cars Sweden

Birgitta L-fverholm Gteborg & Co

Claes Bjerkne Gteborg & Co Ordfrande

Lennart Mankert Swedish Exhibition Centre

Hkan Beskow City of Gteborg

Johan Carlsten Chalmers University of Technology

Bjrn Rydevik Sahlgrenska Academy

Ulrica Cramby Gteborg Convention Center

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Lena Stvmo National Swedish Civil Aviation Administration

Lotta VahlneWesterhll, Gteborg University/School of Economics and Commercial Law

Leisure travel

Nina Lidn SJ

Torkild Berglund SAS

Malin Franck Storhotellgruppen

Magnus Hallberg Storhotellgruppen

Terese Wibeck Gteborgshotellen

Dan Lex Gteborg Restaurants Association

Claes Bjerkne Gteborg & Co Chairman

Kristian Andreasson Storhotellgruppen

Events collaboration

Richard Fredriksson Storhotellgruppen

Pelle Johannisson Liseberg AB

Charlotte Ljunggren Stena Line AB

Bert Salur Gteborgshotellen

Mats Wedi