Facts about Stockholm s tourism industry

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1 Facts about Stockholm s tourism industry Statistics for

2 PHOTO: OLA ERICSSON 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 2

3 A city of events 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 prestigious 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 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. Peter Lindqvist CEO, Stockholm Visitors Board Olle Zetterberg CEO, Stockholm Business Region Region Chairman, Stockholm Visitors Board 3

4 Stockholm The Capital of Scandinavia PHOTO: OLA ERICSSON 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 choosing 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 international 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. 4

5 About Stockholm Visitors Board PHOTO: OLA ERICSSON The Stockholm Visitors Board is the official tourism 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 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. 5

6 PHOTO: OLA ERICSSON Stockholm in perspective 6

7 Stockholm s international position 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 DURING 2012, THE NUMBER OF COMMERCIAL OVERNIGHT STAYS IN STOCKHOLM COUNTY INCREASED BY 3 PER CENT TO OVER 10.7MILLION DIAGRAM 1. OVERNIGHT STAYS IN EUROPEAN CITIES 2012 (in millions) *2011 London* Paris Berlin Rome Barcelona Madrid* St.Petersburg* Vienna Munich STOCKHOLM 10.7 Istanbul* Hamburg Amsterdam* Palma de Mallorca* Budapest Frankfurt Florence* Lisbon* Frankfurt* Venice Prague Source: TourMis 7

8 TABLE 1. AVERAGE ANNUAL PERCENTAGE GROWTH 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 PHOTO: OLA ERICSSON 8

9 PHOTO: NICHO SÖDLING The Stockholm visitor 9

10 Where visitors come from Domestic visitors account for two thirds of commercial overnight stays in Stockholm County. Most foreign visitors, come from Europe outside the Nordic 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 commercial 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 Stockholm 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 The number of overnight stays from Nordic visitors increased by 5.1 per cent. Non-European guests continue to increase at rapid pace, by 8.3 per cent compared 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. DIAGRAM 2. SWEDISH AND FOREIGN COMMERCIAL OVERNIGHT STAYS* IN STOCKHOLM COUNTY (Index 100 = 2002) *Hotel, hostel and vacation villages 160 Swedish visitors Foreign visitors Total Source: Swedish Agency for Economic and Regional Growth/Statistics Sweden 10

11 TABLE 2. COMMERCIAL OVERNIGHT STAYS BY NATIONALITY STOCKHOLM COUNTY CHANGE IN PER CENT FROM 2012 Distribution Share in Sweden Total 10,713, % 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, % 17% 2% -2% Not indicated 349, % 48% 31% 7% Great Britain 299, % 51% 2% 2% USA 279, % 62% 34% 6% Norway 264, % 8% 19% 4% Finland 191, % 37% 3% 10% Denmark 153, % 13% -13% 0% France 150, % 53% -3% 0% Italy 132, % 58% -35% -23% Russia 121, % 52% 24% 16% Switzerland 105, % 42% 24% 9% The Netherlands 104, % 19% -8% -12% Poland 98, % 41% 132% 43% Spain 89, % 64% -27% -25% The rest of Asia 88, % 66% 106% 16% China 75, % 46% 72% 11% Japan 66, % 64% 10% 19% India 61, % 57% 163% 59% The rest of Europe 52, % 37% -19% -13% Belgium 48, % 42% 14% -9% Austria 43, % 46% -4% -16% The rest of the world 41, % 44% -6% -36% Australia 38, % 65% 44% 18% Canada 33, % 69% 43% 5% Brasil 28, % 71% 184% 48% Central & South America 23, % 69% 59% -13% Ireland 22, % 56% 24% 1% Turkey 17, % 67% 55% 31% Latvia 14, % 40% 77% 49% The Czech Republic 14, % 30% 21% 25% Estonia 14, % 25% 24% -8% Lithuania 13, % 35% 132% 8% South Korea 13, % 46% 43% 16% Greece 12, % 65% -31% -18% Portugal 11, % 56% -11% -9% Hungary 10, % 41% 2% 3% Iceland 9, % 51% 24% 24% Slovakia 7, % 55% 60% 83% Luxembourg 3, % 49% -8% -14% New Zeeland 3, % 62% 33% 23% Source: Swedish Agency for Economic and Regional Growth /Statistics Sweden 11

12 How visitors travel to Stockholm 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 flights 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 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 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. DIAGRAM 3. ARRIVING AND DEPARTING AIRLINE PASSENGERS (in millions) Stockholm-Arlanda, Stockholm-Skavsta, Stockholm-Bromma, Stockholm-Västerås and Örebro Airport 25 Domestic Europe The rest of the world Total Source: Swedish Transport Agency 12

13 DIAGRAM 4. SWEDISH TRIPS TO STOCKHOLM COUNTY AND CITY BY MEANS OF TRANSPORT, 2012 TABLE 3. ARRIVING AND DEPARTING AIRLINE PASSENGERS 2012 (in thousands) Stockholm County City of Stockholm 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 % 17% 25% 34% 6% 5% 53% 41% 5% 3% Air Rail Bus Car Other Source: Resurs AB TABLE 4. ARRIVING AND DEPARTING FERRY PASSENGERS 2002, 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 Finland 7,915 8,398 8,449 8,545 8,446 8,286 8,089 Baltic countries 461 1,042 1,222 1,441 1,601 1,755 1,809 Poland Russia n/a n/a n/a n/a n/a Gotland 984 1,137 1,156 1,188 1,209 1,176 1,179 Cruise visitors* Total 9,613 11,026 11,364 11,765 11,821 11,953 11,862 Source: Port of Stockholm PHOTO: OLA ERICSSON 13

14 Where visitors stay In 2012 close to 28 million overnight stays were made in various forms of accommodation in Stockholm County. Out of these, over 10.7 million were overnight stays in commercial accommodations, like hotels, hostels, vacation villages and camping 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 Ten years earlier, the corresponding share was 25 per cent was also a positive year for most forms of non-commercial accommodation as well as for day trips. IN 2012 CLOSE TO 28MILLION OVERNIGHT STAYS WERE MADE IN VARIOUS FORMS OF ACCOMMODATION IN STOCKHOLM COUNTY TABLE 5: OVERNIGHT STAYS IN ALL TYPE OF ACCOMMODATION AND DAY TRIPS 2002, 2007, , STOCKHOLM COUNTY (in thousands) * City of Stockholm figures in parentheses ** Provisional data * Hotel 5,970 7,622 8,523 8,962 9,214 (6,634) Vacation village (n/a) Camping 692 1, (204) Hostel (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 (41) Other overnight stays 3, (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 4,896 Total 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 12,308 Day 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 14

15 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 9,210, ,520 86, ,507 38,329 10,713,593 Sweden 6,185, ,968 77, ,071 5,804 7,157,565 Abroad 3,024, ,552 8, ,436 32,525 3,556,028 Totals for Nordic countries (not incl. Sweden) Total 562,226 27, ,735 1, ,846 Totals for Europe excl. Nordic countries 1,430, ,059 8, ,277 30,229 1,832,917 Totals (excl. Europe) 1,031,536 67, , ,103,265 Distribution by country: Germany 298,146 65,214 4,210 54,704 22, ,420 Not indicated 348, ,182 Great Britain 277,081 20, , ,983 USA 261,926 16, ,424 Norway 240,731 9, , ,934 Finland 175,806 8, , ,513 Denmark 136,833 8, ,298 1, ,959 France 112,389 29, , ,216 Italy 111,043 17, , ,711 Russia 113,733 7, ,824 Switzerland 81,909 13, ,310 2, ,488 The Netherlands 78,480 9, ,091 1, ,760 Poland 47,283 19,755 3,304 28, ,988 Spain 74,993 13, ,184 The rest of Asia 80,301 7, ,022 China 68,225 6, ,041 Japan 62,868 4, ,942 India 60,509 1, ,592 The rest of Europe 39,131 7, , ,047 Belgium 41,363 6, ,865 Austria 36,294 5, , ,294 The rest of the world 33,192 5, , ,167 Australia 29,261 9, ,927 Canada 29,084 4, ,628 Brasil 24,598 3, ,484 Central & South America 19,594 4, ,640 Ireland 19,534 2, ,158 Turkey 15,461 1, ,294 Latvia 11,154 3, ,328 The Czech Republic 11,294 2, ,222 Estonia 11,272 2, ,109 Lithuania 11,754 1, ,680 South Korea 10,778 2, ,512 Greece 11, ,073 Portugal 10,435 1, ,890 Hungary 8,104 1, ,186 Iceland 8, ,440 Slovakia 5, ,386 7,417 Luxembourg 3, ,780 New Zeeland 2, ,704 Source: Swedish Agency for Economic and Regional Growth/Statistics Sweden 15

16 Commercial accommodation hotels 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. DIAGRAM 5. CAPACITY, OCCUPANCY AND LODGING REVENUES BY MONTH 2012, STOCKHOLM COUNTY Room capacity per day Occupied rooms per day (occupancy rate %) Revenues MSEK 40, , , , , , , , % 52% 57% 53% 68% 66% 61% 69% 67% 62% 63% 45% 0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Source: Swedish Agency for Economic and Regional Growth/Statistics Sweden 16

17 DIAGRAM 6. CAPACITY, OCCUPANCY AND LODGING REVENUES IN HOTELS Room capacity per day Occupied rooms per day (occupancy rate %) Revenues MSEK 30,000 9,000 25,000 7,500 20,000 6,500 15,000 4,500 10,000 3,000 5,000 1, % 55% 58% 61% 63% 62% 59% 61% 61% 59% Source: Swedish Agency for Economic and Regional Growth/Statistics Sweden TABLE 7. CAPACITY, OCCUPANCY AND LODGING REVENUES IN HOTELS , STOCKHOLM COUNTY AND CITY OF STOCKHOLM STOCKHOLM COUNTY CITY OF STOCKHOLM Number of hotels Room capacity (in thousands) per day Occupied rooms (in thousands) per day Occupancy rate, % Mon-Thurs, % Fri-Sun, % Revenues (MSEK) 6,166 5,582 6,327 6,877 6,847 4,389 4,060 4,538 4,957 4,981 Revenues per occupied room, SEK 1,108 1,040 1,085 1,112 1,086 1,154 1,071 1,117 1,148 1,116 Revenues per available room, SEK Source: Swedish Agency for Economic and Regional Growth/Statistics Sweden 17

18 Commercial accommodation hostels 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 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. COMPARED TO 2011, TURNOVER INCREASED BY 7 PER CENT TO SEK 220MILLION DIAGRAM 7. CAPACITY, OCCUPANCY AND LODGING REVENUES IN HOSTELS , STOCKHOLM COUNTY Bed capacity per day Occupied beds per day (occupancy rate %) Revenues MSEK 6, , , , , , % 45% 42% 43% 43% 47% 52% 48% 47% 45% 45% Source: Swedish Agency for Economic and Regional Growth/Statistics Sweden 18

19 Commercial accommodation vacation villages 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 fluctuations 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. DIAGRAM 8. CAPACITY, OCCUPANCY AND LODGING REVENUES IN VACATION VILLAGES , STOCKHOLM COUNTY 300 Room capacity per day Occupied rooms per day (occupancy rate %) Revenues MSEK % 38% 38% 37% 34% 40% 45% 44% 48% 45% 40% Source: Swedish Agency for Economic and Regional Growth/Statistics Sweden 19

20 Why people travel to Stockholm leisure and business visitors 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. DIAGRAM 9. OVERNIGHT STAYS AT HOTELS BY BUSINESS AND LEISURE TRAVELERS , STOCKHOLM COUNTY AND CITY (in thousands) 5,000 4,500 4,000 3,500 3,000 2,500 2,000 1,500 1, Stockholm County, business Stockholm City, business Stockholm County, leisure Stockholm City, leisure Source: Swedish Agency for Economic and Regional Growth/Statistics Sweden 20

21 TABLE 8. OVERNIGHT STAYS AT HOTELS BY BUSINESS AND LEISURE TRAVELERS 2002, 2007, , STOCKHOLM COUNTY AND CITY (in thousands) 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 1,287 Leisure travelers 2,641 3,429 4,290 4,376 4,666 Group 1, , 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 Leisure travelers 2,138 2,686 3,385 3,469 3,669 Group Leisure 1,266 2,023 2,679 2,778 2,982 Source: Resurs AB PHOTO: NOBIS HOTELS - HOTEL J 21

22 International meetings and conventions Stockholm is one of the world s most popular international 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 Stockholmsmässan, northern Europe s largest convention facility, the Stockholm City Conference Centre, Kistamässan, the Brewery and Stockholm Waterfront Congress Centre, with its spectacular architecture in the heart of Stockholm. Stockholm attracted about 180 international association meetings with some 72,000 delegates and generated 280,000 overnight stays during Each convention delegate stays for an average of three days and the total economic impact of international association meetings are more than Euro 171 million (SEK 1.4 billion). TABLE 9. NUMBER OF INTERNATIONAL CONVENTION PARTICIPANTS PER CITY, 2011 RANK CITY 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, London 51, STOCKHOLM ATTRACTED ABOUT INTERNATIONAL ASSOCIATION MEETINGS WITH SOME 72,000 DELEGATES AND GENERATED 280,000 OVERNIGHT STAYS DURING Source: International Congress and Convention Association, ICCA 22

23 DIAGRAM 10. INTERNATIONAL CONVENTIONS IN STOCKHOLM, DIAGRAM 11. INTERNATIONAL CONVENTION PARTICIPANTS IN STOCKHOLM, (in thousands) Source: Stockholm Visitors Board Source: Stockholm Visitors Board DIAGRAM 12. INTERNATIONAL CONVENTION -RELATED OVERNIGHT STAYS IN STOCKHOLM, (in thousands) DIAGRAM 13. INTERNATIONAL CONVENTION PARTICIPANTS BY SUBJECT AREA IN STOCKHOLM, Other 46% Medicine/Psychology 31% Source: Stockholm Visitors Board Industry/business 4% National and municipal government 6% Technology/Statistics /Chemistry 13% Source: Stockholm Visitors Board 23

24 Events and attractions in Stockholm 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. TABLE 10. MAJOR ATTRACTIONS IN STOCKHOLM COUNTY, 2012 (in thousands) RANK ATTRACTION Number 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 Swedish Museum of Natural History (incl. Cosmonova) Moderna museét Casino Cosmopol Fotografiska Junibacken City Hall National Museum Kungl. Slottet, Visningsvåningarna The Kaknäs tower Friends Arena Museum of Science and technology The Stockholm Concert Hall 272 EVENTS ALSO FORM AN important part OF STOCKHOLM S INTERNATIONAL MARKETING Source: Stockholm Visitors Board 24

25 How long visitors stay 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. DIAGRAM 14. AVERAGE NUMBER OF NIGHTS SPENT BY VISITORS IN DIFFERENT TYPES OF ACCOMMODATION IN STOCKHOLM COUNTY AND CITY, 2012 Stockholm County City of Stockholm Camping Own weekend cottage/appartament Pleasure boat Cottage, rented privately Friends and relatives Other accommodation Hotel Overnight trips, total Source: Resurs AB 25

26 How much visitors spend Business travelers staying at hotels are without comparison 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. TABLE 11. CONSUMPTION PER VISITOR AND DAY IN STOCKHOLM COUNTY AND CITY, 2002, 2007, * City of Stockholm figures in parentheses * 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 Camping (382) Hostel (643) Weekend cottage Friends and relatives (552) Pleasure boat (220) Other (772) Day trips (560) Source: Resurs AB PHOTO: OLA ERICSSON 26

27 PHOTO: OLA ERICSSON Economy and employment 27

28 Economy 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. TABLE 12. REVENUES FROM VISITORS 2002, 2007, , STOCKHOLM COUNTY (MSEK) * City of Stockholm figures in parentheses * 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 Camping (78) Hostel (369) Commercial 7,335 14,819 14,056 15,674 17,189 (12,661) Weekend cottage Friends and relatives 4,551 3,647 4,618 3,748 5,231 (2,544) Pleasure boat (9) Other overnight stays (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 28

29 DIAGRAM 15. REVENUES FROM VISITORS , STOCKHOLM COUNTY (MSEK) Commercial accommodation Other accommodation Day trips 20,000 18,000 16,000 14,000 12,000 10,000 8,000 6,000 4,000 2, Source: Resurs AB TABLE 13. REVENUES GENERATED FROM VISITORS BY SECTOR, 2002, 2007, , STOCKHOLM COUNTY (MSEK) * City of Stockholm figures in parentheses * 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 Stockholm County Stockholm City Food 6% Accommodation 34% Food 4% Accommodation 35% Activity 6% Activity 6% Transportation 10% Transportation 9% Shopping 16% Shopping 17% Restaurant 28% Restaurant 29% Source: Resurs AB 29

30 Employment 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. 37% DURING THE PAST TEN YEARS, EMPLOYMENT AS A RESULT OF TOURISM HAS INCREASED BY TABLE 14. EMPLOYMENT* GENERATED FROM VISITORS BY SECTOR 2002, 2007, , STOCKHOLM COUNTY * Number of people employed ** City of Stockholm figures in parentheses ** Food (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 30

31 PHOTO: OLA ERICSSON 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 31

32 PHOTO: OLA ERICSSON List of diagrams and tables PAGE 07 Diagram 1. Overnight stays in European cities Table 1. Average annual percentage growth Diagram 2. Swedish and foreign commercial overnight stays in Stockholm County Table 2. Commercial overnight stays by nationality Stockholm County 12 Diagram 3. Arriving and departing airline passengers Diagram 3. Arriving and departing airline passengers Table 3. Arriving and departing airline passengers Table 4. Arriving and departing ferry passengers 2002, Stockholm port 14 Table 5. Overnight stays in all type of accommodation and day trips 2002, 2007, , Stockholm County 15 Table 6. Commercial overnight stays by nationality 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 Table 7. Capacity, occupancy and lodging revenues in hotels , Stockholm County and City of Stockholm 18 Diagram 7. Capacity, occupancy and lodging revenues in hostels , Stockholm County 19 Diagram 8. Capacity, occupancy and lodging revenues in vacation villages , Stockholm County 21 Table 8. Overnight stays at hotels by business and leisure travelers 2002, 2007, , Stockholm County and City 22 Table 9. Number of international convention participants per city, Diagram 10. International conventions in Stockholm, Diagram 11. International convention participants in Stockholm, Diagram 12. International convention-related overnight stays in Stockholm, Diagram 13. International convention participants by subject area in Stockholm, Table 10. Major attractions in Stockholm County, Diagram 14. Average number of nights spent by visitors in different types of accommodation in Stockholm County and City, Table 11. Consumption per visitor and day in Stockholm County and City, 2002, 2007, Table 12. R Revenues from visitors 2002, 2007, , Stockholm County 29 Table 12. R Revenues from visitors 2002, 2007, , Stockholm County 29 Table 13. Revenues generated from visitors by sector, 2002, 2007, , Stockholm County 29 Table 13. Revenues generated from visitors by sector, 2002, 2007, , Stockholm County 30 Table 14. Employment* generated from visitors by sector 2002, 2007, , Stockholm County 20 Diagram 9. Overnight stays at hotels by business and leisure travelers , Stockholm County and City 32

33 PHOTO: COVER OLA ERICSSON BACK FROM LEFT TO RIGHT NICHO SÖDLING, OLA ERICSSON, NICHO SÖDLING Stockholm The Capital of Scandinavia There 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 Board P.O. Box SE Stockholm, Sweden Ph Fax

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