Facts about Stockholm s tourism industry edition

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1 Facts about Stockholm s tourism industry 2008 edition

2 Table of Contents About the statistics... 4 Stockholm The Capital of Scandinavia... 7 Stockholm in the context of Sweden Visitors to Stockholm How visitors get to Stockholm...16 Where visitors stay...18 Why people travel to Stockholm leisure travel/business travel...28 How long visitors stay...36 What visitors spend...37 Economy and employment Stockholm Visitors Board... 44

3 About Stockholm s tourism industry In the last five years, Stockholm, the engine that drives the Swedish tourism industry, has developed more robustly than have the other Nordic capitals. The year 2007 broke all previous records with 9.3 million commercial overnight stays in Stockholm County, and we see no signs of a slowdown. Stockholm has also strengthened its position in Europe. In the most recent European Cities Monitor, Stockholm placed 15th when it comes to the actual increase in the number of commercial overnight stays in the last five years. It is with pride that we call our city Stockholm The Capital of Scandinavia. Traditionally, Stockholm s most important market has been the domestic one, and this continued to be the case in 2007, with a total of 6 million Swedish overnight stays in the county. Foreign visitors account for one out of three overnight stays in Stockholm County, and this group is growing. Development (+8 percent) is led primarily by European overnight stays. Stockholm is becoming more and more attractive to both leisure and business travelers. In five years, the number of cruise passengers has doubled, and during the same period, Stockholm developed into an obvious destination for large European congresses. Sports events, entertainment, culture and fairs have also become more important for the city. For several years, we have concentrated on increasing the number of interesting events the city has to offer, and our efforts have paid off. A new venture, Live Chat, which is part of Stockholm Panels a virtual tourist office represents an innovative way of serving tourists at any one of the 70 panels located around the city. With Facts about Stockholm s tourism industry, we want to increase knowledge about the tourism industry as well as demonstrate the importance of working together to market Stockholm as we face increasingly tough international competition. The foundation for all of our marketing is the brand name, Stockholm The Capital of Scandinavia. A common brand name and a common communication platform represent the power behind our marketing of Stockholm. Happy reading! Peter Lindqvist Acting CEO, Stockholm Visitors Board Olle Zetterberg CEO, Stockholm Business Region Chair, Stockholm Visitors Board

4 About the statistics Sources Nutek and Statistics Sweden (SCB) Sveriges Camping- & Stugföretagares Riksorganisation (SCR) The Swedish Research Institute of Tourism Resurs AB Luftfartsverket and the Swedish Civil Aviation Authority Stockholms Hamnar (Ports of Stockholm) SJ, Swedish Railways Waxholms Ångfartygs AB (Waxholm Steamboat AB) Strömma Kanalbolaget AB The Archipelago Foundation Stockholm International Fairs City Conference Centre Stockholm Visitors Board (SVB) Stockholm Office of Research and Statistics (USK) European Cities Marketing 4 Facts about Stockholm s tourism industry 2008

5 List of diagrams Page Diagram 9 Diagram 1. Commercial overnight stays in Nordic capitals, (in thousands) 11 Diagram 2. Commercial overnight stays in Swe den s metropolitan regions, (in thousands) 14 Diagram 3. Swedish and foreign commercial over night stays, , Stockholm County (in thousands) 17 Diagram 4. Arriving and departing airline passengers, (in thousands) 17 Diagram 5. Trips by Swedes to Stockholm County by mode of transportation, Diagram 6. Overnight stays in commercial lodging, other types of accommodations, and day trips, , Stockholm County (in thousands) 22 Diagram 7a & 7b. Capacity, occupancy rate, and lodging revenues for hotels , Stockholm County and City 25 Diagram 8. Capacity, occupancy rate, and lodging revenues for hotels per month 2007, Stockholm County 26 Diagram 9a & 9b. Capacity, occupancy rate, and lodging revenues for hostels , Stockholm County and Stockholm City 27 Diagram 10. Capacity, occupancy rate, and lodging revenues for vacation villages , Stockholm County 29 Diagram 11. Overnight stays by business and leisure travelers at hotels , Stockholm County and City (in thousands) 30 Diagram 12. International congresses in Stockholm, Diagram 13. International congress attendees in Stockholm, (in thousands) 31 Diagram 14. International congress overnight stays in Stockholm, (in thousands) 31 Diagram 15. International congress attendees, by subject area, in Stockholm, Diagram 16. Passengers on the Waxholm Steamboat AB & Strömma Kanalbolaget, (in thousands) 35 Diagram 17. Passengers per month 2007, Waxholm Steamboat AB (in thousands) 36 Diagram 18. The average number of nights that visitors stay in various types of accommodations in Stockholm County and City, Diagram 19. Revenues from visitors , Stockholm County (SEK million) 41 Diagram 20. The tourist krona in Stockholm County, 2007 List of tables Page Table 9 Table 1. Commercial overnight stays in the Nordic capitals, (in thousands) 11 Table 2. Commercial overnight stays in Sweden s metropolitan regions, big cities and Sweden, (in thousands) 15 Table 3. Commercial overnight stays by nationality 2007, Stockholm County 15 Table 4. Swedish visitors by municipality 2007, Stockholm County 16 Table 5. Arriving and departing airline passengers 1998, (in thousands) 17 Table 6. Arriving and departing ferry passengers 1998, , Stockholm ports (in thousands) 19 Table 7. Overnight stays in all types of accommodations, as well as day trips 1998, , Stockholm County (in thousands) 20 Table 8. Commercial overnight stays by nationality and type of accommodation 2007, Stockholm County 23 Table 9a & 9b. Capacity, occupancy rate, and lodging revenues for hotels , Stockholm County and City 29 Table 10. Overnight stays in hotels by business and leisure travelers 1998, , Stockholm County and City (in thousands) 33 Table 11. The 50 most popular attractions in Stockholm County, Table 12. Key ratios for a number of events in Stockholm 2006/ Table 13. Consumption per visitor and day in Stockholm County and City, Table 14. Tourist revenues by type of accommodation 1998, , Stockholm County (SEK million) 41 Table 15. Revenues generated from tourists by branch 1998, , Stockholm County (SEK million) 42 Table 16. Employment (number of FTEs) generated from tourists 1998, , Stockholm County Facts about Stockholm s tourism industry

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7 Stockholm The Capital of Scandinavia Fakta om besöksnäringen i Stockholm Facts about Stockholm s tourism industry

8 Stockholm The Capital of Scandinavia Stockholm is Scandinavia s obvious mid-point, financial center and leading cultural city. It attracts the most visitors in all of Scandinavia and ranks as one of Europe s leading tourism destinations. The number of commercial overnight stays in Stockholm County has risen continuously in the last decade, and this strong growth also continued in All told, there were a little over 9.3 million commercial overnight stays in Stockholm County (hotels, hostels, vacation villages and camping). This figure represents an increase of a little over 5 percent compared with 2006 and stronger growth compared with corresponding regions in Copenhagen and Oslo. The number of commercial overnight stays in Helsinki, which reports only data for the city, increased by 8 percent in Stockholm accounts for nearly 40 percent of the commercial overnight stays in Scandinavia s metropolitan regions, followed by the capital region of Copenhagen with 30 percent, Oslo/Akershus with slightly less than 20 percent and Helsinki with a little over 10 percent.* From a larger European perspective, Stockholm is also holding its own. As a tourist city, it is one of the 40 larger cities in Europe that make up the European Premier League, according to European Cities Monitor. In this group, commercial overnight stays increased, on average, by 4.2 percent per year during the period This should be compared with Stockholm s growth rate of 5.6 percent, which places it in 15 th place, coming before Copenhagen, Oslo and Helsinki. Tallinn, Rome and Valencia had the greatest growth rates during this period. * Helsinki reports figures for the city only. 8 Facts about Stockholm s tourism industry 2008

9 Diagram 1. Commercial overnight stays in the Nordic capitals, (in thousands) Source: The Swedish Research Institute of Tourism via each country s statistics authority Stockholm County The capital region of Copenhagen 1,4 Oslo/Akershus 2 Helsinki 3 10,000 8,000 6,000 4,000 2, Table 1. Commercial overnight stays in the Nordic capitals, (in thousands) Source: The Swedish Research Institute for Tourism via each country s statistics authority Stockholm County 6,846 6,900 7,108 7,164 7,237 7,323 7,674 8,290 8,864 9,324 Copenhagen 1 5,396 5,548 5,893 5,951 5,995 5,968 6,336 6,683 7,045 7,242 Oslo/Akershus 2 3,334 3,353 3,394 3,486 3,502 3,433 3,761 4,049 4,315 4,505 Of which Stockholm 4,218 4,214 4,344 4,400 4,438 4,602 4,873 5,231 5,554 5,859 Copenhagen 3,105 3,219 3,515 3,586 3,645 3,652 4,094 4,394 4,606 4,781 Oslo 2 2,621 2,531 2,530 2,618 2,599 2,527 2,743 2,942 3,110 3,141 Helsinki 3 2,268 2,404 2,589 2,539 2,501 2,512 2,498 2,555 2,758 2,984 1 The capital region of Denmark comprises Copenhagen City and its suburbs, Northern Zealand and the island of Bornholm. 2 Data for Oslo refers to hotels only. 3 Helsinki does not report data at the county level. Facts about Stockholm s tourism industry

10 Stockholm in the context of Sweden Of commercial overnight stays in Sweden, almost half occur in the metropolitan regions of Stockholm,Västra Götaland and Skåne. Almost one in five commercial overnight stays in the country occurs in Stockholm County and slightly more than one in ten in Stockholm City. In 2007, the number of commercial overnight stays in Sweden increased by 2 percent to almost 49 million. Altogether, the metropolitan regions of Stockholm, Västra Götaland and Skåne accounted for slightly fewer than 22 million or 45 percent of all the commercial overnight stays in the country. In the last ten years, Stockholm County has accounted for almost one in five of the commercial overnight stays in the country, Västra Götaland County for almost as many and Skåne County for one in ten. In 2007, development in Stockholm was better than in both the country as a whole and the other metropolitan regions. From a ten-year perspective, the number of commercial overnight stays in Stockholm County has also increased more rapidly than in either the country or the other metropolitan regions. The majority of Stockholm County s overnight stays 63 percent took place in Stockholm City. This share is considerably larger than those for the cities in the other metropolitan regions. 10 Facts about Stockholm s tourism industry 2008

11 Diagram 2. Commercial overnight stays in Sweden s metropolitan regions, (in thousands) Sources: Nutek, SCB and SCR 10,000 Stockholm County Västra Götaland County Skåne County 8,000 6,000 4,000 2, Table 2. Commercial overnight stays in Sweden s metropolitan regions, big cities and Sweden, (in thousands) Sources: Nutek, SCB and SCR Sweden 37,498 39,855 39,809 41,194 42,710 44,054 42,555 44,940 47,705 48,605 Stockholm County 6,846 6,900 7,108 7,164 7,237 7,323 7,674 8,290 8,864 9,324 Västra Götaland County 5,881 6,383 6,323 6,494 6,955 7,419 6,977 7,288 7,712 7,871 Skåne County 3,715 3,975 4,457 4,485 4,282 4,306 4,334 4,289 4,660 4,655 Of which Stockholm 4,218 4,214 4,344 4,400 4,438 4,602 4,873 5,231 5,554 5,859 Göteborg 1 1,784 1,854 1,883 1,971 2,106 2,217 2,231 2,419 2,529 2,629 Malmö ,029 1,092 Stockholm 1 4,033 4,024 4,161 4,204 4,207 4,333 4,653 5,025 5,348 5,661 1 These figures do not include overnight camping stays. Facts about Stockholm s tourism industry

12 12 Facts about Stockholm s tourism industry 2008

13 Visitors to Stockholm Facts about Stockholm s tourism industry

14 Where visitors come from In Stockholm County, Swedish visitors accounted for two out of every three overnight stays. Of foreign visitors, once again, most came from Germany, United Kingdom and the United States. In 2007, the number of commercial overnight stays by Swedish visitors in Stockholm County increased by 6 percent compared with 2006, while the number of foreign overnight stays rose by 4 percent. In all, Swedish visitors accounted for 6.3 million overnight stays in the county and foreign visitors for 3.1 million. From a ten-year perspective, the number of both Swedish overnight stays and foreign overnight stays in Stockholm County increased by almost 50 percent. In 2007, slightly more than 5 percent of the county s visitors came from the other Nordic countries, 19 percent from the rest of Europe and 9 percent from the rest of the world. Germany was the biggest foreign market, followed by United Kingdom, the United States and Norway. Those countries with the greatest increases in the number of commercial overnight stays during the year were Italy, France and Poland. Once again, of the Swedish visitors, most came from the counties of Västra Götaland, Östergötland and Skåne. Diagram 3. Swedish and foreign commercial overnight stays , Stockholm County (in thousands) Sources: Nutek, SCB and SCR Swedish Foreign 7,000 6,000 5,000 4,000 3,000 2,000 1, Facts about Stockholm s tourism industry 2008

15 Table 3. Commercial overnight stays by nationality 2007, Stockholm County Sources: Nutek, SCB, and SCR Distri- Share in Changes in % from 2007 bution Sweden Total 9,323, % 19% Sweden 6,271,416 67% 17% From abroad 3,052,148 33% 27% Of which: Nordic countries (excl. Sweden) 476, % 11% 4 1 Europe (excl. Nordic countries) 1,734, % 32% Excluding Europe 842, % 53% Distribution by country: Denmark % 13% 6 8 Norway % 7% 6 7 Finland % 37% Iceland % 52% Germany % 20% United Kingdom % 50% Ireland % 56% The Netherlands % 15% Belgium % 43% Luxembourg % 57% France % 48% Switzerland % 33% Austria % 43% Italy % 60% Spain % 68% Portugal % 64% Greece 19, % 74% Turkey 9, % 59% Russia 99, % 53% Estonia 7, % 28% Latvia 5, % 32% Lithuania 5, % 27% Poland 31, % 18% Czech Republic 11, % 35% Slovakia 2, % 26% Hungary 12, % 59% Rest of Europe 114, % 39% USA 261, % 60% Table 4. Swedish visitors by municipality 2007, Stockholm County Source: Resurs AB Share in % Västra Götaland County 13.9 Östergötland County 9.7 Skåne County 9.3 Västmanland County 8.6 Södermanland County 8.0 Gävleborg County 7.2 Uppsala County 6.8 Örebro County 6.6 Dalarna County 5.6 Västernorrland County 3.3 Kalmar County 2.9 Jönköping County 2.9 Värmland County 2.7 Västerbotten County 2.6 Halland County 2.4 Norrbotten County 2.0 Jämtland County 1.7 Kronoberg County 1.3 Gotland County 1.3 Blekinge County 1.2 Total 100 Canada 24, % 62% Central&South America 24, % 60% Japan 64, % 62% 9 4 South Korea 10, % 52% China 52, % 46% The rest of Asia 73, % 62% Australia 26, % 64% New Zealand 3, % 56% The rest of the world 258, % 46% Unspecified 41, % 35% Facts about Stockholm s tourism industry

16 How visitors get to Stockholm Stockholm is Scandinavia s obvious mid-point. Every year, millions of visitors travel to and from Stockholm s airports, ferry terminals and train stations. Air travel During 2007, air traffic to and from Stockholm continued to grow. The number of passengers who traveled to and from the Stockholm region s air ports Stockholm Arlanda, Stockholm Bromma, Stockholm Skavsta, Stockholm Västerås and Örebro Airport increased by 3.4 percent to almost 22 million. European destinations dominated, with 62 percent of the total number of passengers. Compared with 2006, traffic to and from Europe also accounted for the major part of the increase in volume. In terms of percentages, however, destinations in the rest of the world increased sharply, by 19 percent. Over a ten-year period, international travel increased its share of the total number of passengers to and from Stockholm from 59 to 70 percent. Approximately 170 destinations are reached by non-stop flights from Stockholm Arlanda, which accounts for 81 percent of all the passengers who use the Stockholm region s airports. The number of passengers at both Stockholm- Skavsta and Stockholm-Bromma rose by 10 percent compared with Stockholm Arlanda increased by 2 percent, while the number of passengers to and from Stockholm Västerås and Örebro Airport decreased somewhat. Ferries and cruise ships In 2007, over 11 million passengers traveled to and from Stockholm s ports (Stockholm, Kapellskär and Nynäshamn). The number of passengers has not fluctuated to any significant extent in the last four years. Travelers to and from Finland dominate markedly, with 76 percent of the total number of passengers. Finland traffic has de- Table 5. Arriving and departing airline passengers 1998, (in thousands) Airports in the Stockholm region Source: LFV and Luftfartsstyrelsen Stockholm Arlanda 16,148 15,114 16,254 17,101 17,539 17,877 Stockholm Skavsta ,347 1,741 1,773 1,995 Stockholm Bromma 954 1,282 1,258 1,343 1,634 1,803 Stockholm Västerås Örebro Airport Total 17,562 17,657 19,188 20,492 21,214 21, Facts about Stockholm s tourism industry 2008

17 Diagram 4. Arriving and departing airline passengers (in thousands) Airports in the Stockholm region Source: Luftfartsverket and Luftfartsstyrelsen 14,000 12,000 Domestic Europe Rest of the world 10,000 8,000 6,000 4,000 2, creased somewhat since it set a record in 2005, while travel to and from the Baltic States, Poland and Gotland has increased. International cruise traffic has been increasing steadily since the 1990s. In 2007, 255 cruise ships with 281,000 passengers put into port in Stockholm. Train travel In 2007, approximately 90,000 long-distance trains (SJ, Swedish Railways ) carrying about 17 million passengers arrived or departed from Stock holm Central in This represents an increase of one million passengers compared with transportation for Swedish visitors traveling to Stockholm. In 2007, slightly more than 60 percent of those visitors traveled to Stockholm by car or bus. Approximately 25 percent of trips by Swedish visitors to Stockholm were by train, while not quite 10 percent were by plane. Diagram 5. Trips by Swedes to Stockholm County by mode of transportation, 2007 Source: Resurs Other, 6% Airplane, 9% Train, 23% How Swedes travel to Stockholm The automobile is the most common mode of Automobile, 54% Bus, 8% Table 6. Arriving and departing ferry passengers 1998, , Stockholm ports (in thousands) Source: Stockholms Hamnar (Ports of Stockholm) Finland 7,990 8,077 8,484 8,829 8,566 8,398 The Baltic States ,042 Poland Gotland ,071 1,075 1,137 Cruise visitors Total 9,445 9,907 10,611 11,154 11,013 11,026 Facts about Stockholm s tourism industry

18 Where visitors stay There were slightly more than 24 million overnight stays in Stockholm County in 2007, of which 9.3 million were in commercial accommodations. This translates into approximately 66,000 overnight visitors per day in the county. In addition, 5 million visitors came to Stockholm for one day. Commercial accommodations In 2007, the number of commercial overnight stays in Stockholm County increased by almost half a million or 5 percent, to a record high of slightly more than 9.3 million. Of these, Stockholm City accounted for 5.9 million or 63 percent. Hotels accounted for just over 8 out of 10 commercial overnight stays in Stockholm County. They also accounted for the largest volume increase in However, all commercial accommodations, with the exception of vacation villages, showed a growth rate of 5 percent or more compared with For the first time, the number of overnight stays at the county s campgrounds passed the one million mark in the 2007 season this represents an increase of 7.4 percent compared with Other types of accommodations Most of the overnight stays in Stockholm County do not take place in commercial accommodations; rather, people are most likely to stay with relatives and friends, although these alternative types of accommodations also include overnight stays at, for example, vacation cabins and on pleasure boats. In all, other types of accommodations accounted for 14.9 million overnight stays in Stockholm County in While lodging in commercial establishments continues to increase, private accommodations began exhibiting a downward trend four years ago. Not the least, this trend has been observed in the number of overnight stays with relatives and friends. This figure decreased by slightly more than 20 percent compared with Seven out of ten non-commercial overnight stays in the county took place outside of Stockholm City. Day trips In addition to overnight stays, many people travel to Stockholm County for a day. This does not include short trips across the county s borders, but only trips of at least 100 kilometers (approximately 62 miles). The number of day trips also decreased somewhat between 2006 and 2007 from 5.5 million to 5 million. The destination of most of these day trips is Stockholm City. Leisure travelers accounted for slightly more than 3.6 million of these day trips. Not quite 20 percent travel by ferry from Finland, and approximately 8 percent are cruise passengers. Business travel accounts for 1.4 million of the day trips. 18 Facts about Stockholm s tourism industry 2008

19 Diagram 6. Overnight stays in commercial lodging, other types of accommodations, and day trips , Stockholm County (in thousands) Source: Resurs 24,000 Commercial accommodation Other accommodation Day trip 20,000 16,000 12,000 8,000 4, Table 7. Overnight stays in all types of accommodations, as well as day trips 1998, , Stockholm County (in thousands) Source: Resurs Hotel 5,913 5,939 6,276 6,730 7,254 7,622 Vacation village Camping ,019 Hostel Commercial housing 6,847 7,320 7,671 8,305 8,882 9,327 Of which Stockholm City 4,218 4,602 4,873 5,231 5,566 5,867 Vacation cottage 4,203 5,968 4,695 4,923 3,668 3,615 Relatives/friends 11,382 14,055 14,319 12,798 13,341 10,362 Pleasure boat Other overnight stays 2,341 1,986 1, Other housing 18,334 22,711 21,102 18,722 17,713 14,855 Of which Stockholm City 5,931 6,825 6,626 5,504 5,596 4,385 Total overnight stays 25,181 30,031 28,773 27,027 26,595 24,182 Of which Stockholm City 10,149 11,427 11,499 10,735 11,162 10,252 Day trips 6,382 7,457 6,559 5,443 5,531 4,994 Of which Stockholm City 4,868 5,852 5,239 4,464 4,457 4,109 The table is based on preliminary statistics on commercial accommodations. Facts about Stockholm s tourism industry

20 Table 8. Commercial overnight stays by nationality and type of accommodation 2007, Stockholm County Source: Nutek and SCB, SCR Hotel Hostel Vacation village Camping Total %* %* %* %* %* Total 7,615, , , ,019, ,323, Sweden 5,025, , , , ,271, Foreign countries 2,590, , , , ,052, Of which: Nordic countries (excl. Sweden) 422, , , ,793 4 Europe (excl. Nordic countries) 1,382, , , , ,733, Outside of Europe 785, , , , Distribution by country: Denmark 107, , , ,205 6 Norway 162, , , ,867 6 Finland 140, , , ,969 2 Iceland 11, ~ ~ ~ 11, Germany 272, , , ,522 2 United Kingdom 299, , , , Ireland 18, , ~ ~ ~ 21, The Netherlands 68, , , , Belgium 29, , ~ ~ 34, Luxembourg 3, ~ ~ ~ 3, France 88, , , , Switzerland 53, , , , Austria 20, , ~ ~ 24, Italy 127, , , , Spain 107, , ,033 ~ ~ 124, Portugal 10, , ~ ~ ~ 11, Greece 18, ~ ~ ~ 19, Turkey 9, ~ ~ ~ 9, Russia 97, , ~ ~ 99, Estonia 6, ~ ~ 7, Latvia 4, ~ ~ 5, Lithuania 4, , ~ ~ 5, Poland 18, , ,486 +5,404 6, , Czech Republic 10, , ~ ~ 11,529 1 Slovakia 1, ~ ~ 2, Hungary 12, ~ ~ ~ 12, The rest of Europe 98, , , , The United States 248, , ~ ~ 261, Canada 20, , ~ ~ ~ 24, Central&South America 20, , ~ ~ ~ 24, Japan 59, , ~ ~ 64,396 9 South Korea 9, , ~ ~ 10, China 49, , ~ ~ ~ 52,114 3 The rest of Asia 69, , ~ ~ ~ 73, Australia 19, , ~ ~ 26,714 0 New Zealand 2, , ~ ~ ~ The rest of the world 247, , , , Unspecified 38, , ~ ~ 41, * Percentile change compared with Facts about Stockholm s tourism industry 2008

21 Facts about Stockholm s tourism industry

22 Commercial accommodations Hotels The number of hotels available in Stockholm County fluctuated during the course of the year from a low of 223 in July to a high of 259 in the fall. On average, there were 23,600 hotel rooms available for occupancy in the county, of which 13,900 or barely 60 percent were located in the city. Capacity was highest in October, with 24,800 rooms available on an average day. In December, there were slightly fewer than 3,000 rooms available. The number of hotel rooms in Stockholm County increases every year. In 2007, the number of rooms in the county had increased by slightly more than 13 percent compared with In the city, the increase was closer to 22 percent. At the same time, the number of occupied rooms increased even more by 23 percent in the county and 31 percent in the city. Diagram 7a. Capacity, occupancy rate, and lodging revenues for hotels , Stockholm County Sources: Nutek och SCB Diagram 7b. Capacity, occupancy rate, and lodging revenues for hotels , Stockholm City Sources: Nutek and SCB Number 30,000 Room capacity per day Occupied rooms per day (occupancy rate, %) Revenues (SEK million) 6,000 Number 30,000 Room capacity per day Occupied rooms per day (occupancy rate, %) Revenues (SEK million) 6,000 25,000 5,000 25,000 5,000 20,000 4,000 20,000 4,000 15,000 10,000 5,000 53% 55% 58% 61% 63% 3,000 2,000 1,000 15,000 10,000 5,000 61% 64% 67% 69% 3,000 2,000 71% 1, Facts about Stockholm s tourism industry 2008

23 This means that the occupancy rate also rose to 63 percent in the county and 71 percent in the city. The increased demand also brought with it rising room prices. The average room cost 1,058 kronor in the county and 1,101 kronor in the city in Hotel revenues for occupied rooms (not including VAT and breakfast) rose by 15 percent in the county, to 5.7 billion kronor, of which 4 billion kronor was spent on hotels in Stockholm City. Table 9a. Capacity, occupancy rate, and lodging revenues* at hotels , Stockholm County Sources: Nutek and SCB Number of hotels Room capacity (in millions) Room capacity (in thousands) per day Occupied rooms (in millions) Occupied rooms (in thousands) per day Occupancy rate, % Mon Thur, % Fri Sun, % Revenues (SEK m) 4,050 4,129 4,517 4,970 5,712 Revenues per occupied room, SEK ,058 Revenues per available room, SEK Table 9b. Capacity, occupancy rate, and lodging revenues* for hotels , Stockholm City Sources: Nutek and SCB Number of hotels Room capacity (in millions) Room capacity (in thousands) per day Occupied rooms (in millions) Occupied rooms (in thousands) per day Occupancy rate, % Mon Thur, % Fri Sun, % Revenues (SEK m) 2,761 2,838 3,100 3,419 3,965 Revenues per occupied room, SEK ,007 1,101 Revenues per available room, SEK * Lodging revenues do not include VAT and breakfast. Facts about Stockholm s tourism industry

24 24 Facts about Stockholm s tourism industry 2008

25 Diagram 8. Capacity, occupancy rate, and lodging revenues for hotels per month 2007, Stockholm County Sources: Nutek and SCB Number 30 Room capacity (in thousands) per day Occupied rooms (in thousands) per day (occupancy rate, %) Revenues per occupied room (SEK) 1, , , % 65% 72% 77% 69% 69% % 54% 57% 53% 64% 54% Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec As usual, the occupancy rate was highest in September, when 77 percent of the hotel rooms in Stockholm County were rented. During January, the low season, barely half of the rooms were occupied. During the vacation month of July, the share of rooms rented to leisure travelers increased; also, as opposed to business travelers, leisure travelers tend to share rooms. Facts about Stockholm s tourism industry

26 Hostels In the summer of 2007, a maximum of 58 hostels were open in Stockholm County, of which most (38) were located outside of Stockholm City. In January, only 37 hostels were open in the county, of which 15 were in the city. Most hostels are rather small and spread out across the county. The share of occupied beds fluctuates considerably throughout any given year. In 2007, the average occupancy rate was high 58 percent in the city and 47 percent in the county as a whole. At times during the summer, the occupancy rate reached 80 percent in the city and 64 percent in the county. In 2007, lodging revenues for the county s hostels were up by 12 percent to 128 million kronor (not including VAT and breakfast) compared to Diagram 9a. Capacity, occupancy rate, and lodging revenues for hostels , Stockholm County Sources: Nutek and SCB Diagram 9b. Capacity, occupancy rate, and lodging revenues for hostels , Stockholm City Sources: Nutek and SCB Number 4,000 Bed capacity per day Occupied beds per day (occupancy rate, %) Revenues (SEK million) 160 Number 4,000 Bed capacity per day Occupied beds per day (occupancy rate, %) Revenues (SEK million) 160 3, , , , , , , , ,500 1, % 42% 43% 43% 47% ,500 1, % 50% 52% 53% 58% Facts about Stockholm s tourism industry 2008

27 ber Vacation villages In 2007, Stockholm County was home to 9 vacation villages, which catered almost exclusively to Swedish visitors. Most of the vacation villages are located in the archipelago. For the most part, the cabins are fully occupied during the summer months, while the occupancy rate in the spring and fall is considerably lower. On average, 40 percent of the cabins were rented during the year. Diagram 10. Capacity, occupancy rate, and lodging revenues for vacation villages, Stockholm County Sources: Nutek and SCB Number Capacity per day Occupied cabins per day (occupancy rate, %) Revenues (SEK million) Lodging revenues decreased somewhat during the year, to 16.7 million kronor (not including VAT and breakfast). Camping The number of overnight stays at the county s campgrounds exceeded one million in This means that slightly more than one in ten commercial overnight stays took place at one of the county s 20 or so campgrounds. Even so, camping is less widespread in Stockholm than it is in other parts of the country. Stockholm accounted for a little over 5 percent of the camping nights in the country, while the county s total share of commercial overnight stays was at 19 percent. Swedes accounted for eight of 10 guest nights at the county s campgrounds. Among foreign campground guests, German tourists occupied a unique position, with 9 percent of the guest nights, followed by the Dutch with not quite 3 percent % % % % % Three out of four overnight stays were in trailers, which is about the same proportion as in the country as a whole. Compared with the rest of the country, Stockholm had a somewhat higher share of overnight stays in campers and fewer nights in cabins. Facts about Stockholm s tourism industry

28 Why people travel to Stockholm leisure travel/business travel Stockholm is very attractive to visitors as both a tourist and business destination. In the last decade, the leisure travel market has increased by 75 percent and business travel by almost 450,000 hotel nights compared with the last business boom. As a metropolitan region, Stockholm has tremendous appeal as both a tourist and business destination. The city is home to a rich cultural life and an extensive selection of international events, restaurants and shopping opportunities, and most are also within easy reach by subway or bus or on foot. At the same time, Stockholm is Scandinavia s most important city for business, with the highest representation of multinational companies, the biggest stock market and many strong profile areas, including banking and finance, ICT and life science clusters. With its excellent accessibility and good cost position, Stockholm has developed into a very popular choice for congresses and leisure travel. In 2007, the leisure travel market in Stockholm County amounted to approximately 5 million overnight stays in commercial accommodations (hotels, hostels, vacation villages and campgrounds). To this can be added close to 15 million overnight stays in other types of accommodations, which were used primarily by leisure travelers. The number of overnight hotel stays by leisure travelers totaled just over 3.4 million, of which 2.7 million were in Stockholm City. This represents an increase of 73 percent since All told, business travelers spent 4.2 million nights at the county s hotels during the year; of this number, 2.5 million were in Stockholm City. This represents an increase of 7 percent compared with 2006 and almost 450,000 more overnight stays than during the last business boom. Five million visitors spent only one day in Stockholm, which translates to an additional 14,400 people per day. Of these, 3.6 million were leisure travelers and 1.4 million were business travelers. 28 Facts about Stockholm s tourism industry 2008

29 Diagram 11.Overnight stays by business and leisure travelers at hotels , Stockholm County and City (in thousands) STOCKHOLM COUNTY Source: Resurs Business Leisure 4,500 STOCKHOLMS CITY Business Leisure 4,000 3,500 3,000 2,500 2,000 1,500 1, Table 10. Overnight stays in hotels by business and leisure travelers 1998, , Stockholm County and City (in thousands) Source: Resurs STOCKHOLM COUNTY Business travelers 3,559 3,158 3,231 3,499 3,910 4,193 Business 2,221 1,940 2,052 2,282 2,509 2,759 Conference 1,338 1,218 1,179 1,217 1,401 1,434 Leisure travelers 2,354 2,782 3,045 3,231 3,344 3,429 Group 997 1,059 1,122 1,126 1, Leisure 1,357 1,723 1,923 2,105 2,328 2,489 STOCKHOLM CITY Business travelers 1,920 1,789 1,873 2,030 2,308 2,530 Business 1,645 1,465 1,554 1,715 1,879 2,071 Conference Leisure travelers 1,916 2,247 2,429 2,581 2,634 2,686 Group Leisure 1,227 1,501 1,649 1,748 1,899 2,023 Facts about Stockholm s tourism industry

30 International meetings and congresses Stockholm is one of the world s most popular meeting destinations. Hundreds of association meetings and congresses bring hundreds of thousands of visitors to Stockholm annually. Corporate meetings and incentive travel The marketing of Stockholm as a site for international corporate meetings began in Interest in Stockholm as a destination has increased markedly among international companies, and more and more are holding their meetings in Stockholm. The number of inquiries during the year rose by over 100 percent compared with previous years. Association meetings In 2007, 119 association meetings took place in Stockholm. This was the largest number of such meetings in the period beginning in the year Stockholm attracted almost 60,000 congress attendees during the year. A little over half attended medical congresses, while congresses with a focus on business and industry drew 21 percent. The number of congress attendees fluctuates somewhat from year to year. The past year was one of the better ones in the 2000s. On average, each congress attendee stays in the city for four days and spends a total of 16,000 kronor. Diagram 12. International congresses in Stockholm, Source: Stockholm Visitors Board Diagram 13. International congress attendees in Stockholm, (in thousands) Source: Stockholm Visitors Board Facts about Stockholm s tourism industry 2008

31 Diagram 14. International congress overnight stays in Stockholm, (in thousands) Source: Stockholm Visitors Board Diagram 15. International congress attendees, by subject area, in Stockholm, 2007 Source: Stockholm Visitors Board 2007 Meeting and congress capacity Stockholm has considerable capacity for meetings and congresses. Stockholm International Fairs is northern Europe s biggest congress facility, and the centrally located Stockholm City Conference Centre is one of Scandinavia s largest. In addition, the city is home to many conference hotels, universities and institutions of higher learning, all with the capacity for both large and small conferences. During the year, Stockholm International Fairs arranged 86 fairs, which attracted 800,000 visitors, and over 2,900 congress arrangements, which brought in more than 400,000 visitors. Comparable figures for the Stockholm City Conference Centre were slightly more than 1,700 conference arrangements and congresses, with just over 100,000 participants. Other, 8% County and municipality, 8% Industry/ business, 21% Technology/ statistics/ chemistry, 10% Medicine/ psychology, 53% Facts about Stockholm s tourism industry

32 Stockholm attractions Stockholm s rich variety of sightseeing options, which include popular arenas, facilities, theater, music and dance performances, drew 23 million visitors in In 2007, there were around 23 million visits to sights and attractions in Stockholm County. Eight of these attracted more than one million visitors each. Most popular, with over 1.3 million visitors each, were Kulturhuset, Globen and Skansen. As in previous years, Vasamuseet was the most popular of the county s 60 or so museums, with over one million visitors, followed by Nationalmuseum and Naturhistoriska riksmuseet. The city is home to ten art museums and 90 art galleries. The city s theaters also attracted many visitors in Stadsteatern and Dramaten were in a class by themselves in terms of the number of visitors and performances. 32 Facts about Stockholm s tourism industry 2008

33 Table 11. The 50 most popular attractions in Stockholm County, 2007 Source: Stockholm Visitors Board Number of visitors 1 Kulturhuset 2,680,148 2 Globe Arena 1,407,026 3 Skansen open-air museum 1,380,851 4 Boat tours Strömma Kanalbolagen 1,300,000 5 Stockholm International Fairs 1,255,373 6 Eriksdalsbadet swimming complex 1,160,132 7 Gröna Lund amusement park 1,113,000 8 Vasamuseet 1,067,397 9 Royal Palace, total 586, Råsunda 582, Storkyrkan cathedral 450, Tom Tits Experiment 440, Casino Cosmopol 401, Cirkus 400, Junibacken museum 400, Sydpoolen water adventure park 398, Nationalmuseum 371, Stadsteatern 355, Naturhistoriska riksmuseet 325, City Hall 311, Moderna Museet 303, Cosmonova 303, Tekniska museet 297, Steninge Castle & Kulturcenter 264, Kaknästornet Tower 259,500 Number of visitors 26 Kungliga Dramatiska Teatern 250, Aquaria Vattenmuseum 249, Akvariet/Skansen 243, Solvalla race track 235, Stadsmuseum 229, Royal Palace, State apartments 221, Stockholms Stadion 211, Nordiska museet 210, Taxinge Castle 200, Medelhavsmuseet 193, Hågelbyparken 180, Kungliga Operan 174, S:t Clara Church 160, Parkteatern 146, Postmuseum 142, S:t Jakobs Church 140, Etnografiska museet 138, Bergianska trädgården 138, Royal Palace, the Royal Armoury 131, Torekällbergets museum 130, Berwaldhallen 130, Nobelmuseet 128, Dansmuseet 127, Drottningholm Palace 126, Royal Palace, Treasury 121,523 Facts about Stockholm s tourism industry

34 Events in Stockholm Stockholm is a major event city. Every day, hundreds of events attract millions of visitors to the city annually. Many of these events draw national and international media attention as well. Every day, a large number of national and international events within the areas of sports, entertainment, culture and fairs take place in Stockholm. Many events recur frequently, while others are of more unique character. However, they all have one thing in common: they entice many people to visit the city. More than nine out of ten visitors travel to the city for events such as Iron Maiden, the Stockholm International Horse Show and the Elitloppet race. The Cultural Festival and Taste of Stockholm are examples of events that attract primarily the Stockholm public. The Elitloppet race, the Tjejmilen (a 10K race for women) and the Stockholm International Horse Show are among the events that generate considerable revenues from visitors to Stockholm. Table 12. Key ratios for a number of events in Stockholm 2006/2007 Source: Stockholm Visitors Board Share of Unique Share of visitors Expenses per visitors visitors Expenses Total who came visitor who came Annual from from per person expenses to Stockholm to Stockholm impact Number of Unique other other during the per visitor specifically specifically for the on emattendees visitors places places stay (kronor) (SEK m) for the event event (SEK m) ployment Iron Maiden 27,236 26,481 65% 17,212 1, % Stocholm Horse Show 67,513 28,210 58% 16,362 4, % Handball EC 7,679 5,500 62% 3,410 7, % LG Hockey Games 41,310 33,247 51% 16,956 2, % Elitloppet Race 47,738 32,396 62% 20,086 4, % Taste of Stockholm iu 250,000 12% 30,000 5, % 12 9 Community Sing at Skansen 42,000 42,000 49% 20,580 3, % DN Gala 15,319 15,319 47% 7,200 2, % Tjejmilen Race 21,575 21,575 63% 13,592 5, % Scandinavian Masters 113,200 94,728 41% 38,838 2, % Stockholm Cultural Festival 300, ,000 16% 16,000 5, % 5 4 Melodifestivalen iu 30,102 46% 13,847 2, % Floorball WC iu 13,000 75% 9,750 4, % Stockholm Pride iu 10,800 38% 4,104 5, % iu = information unavailable 34 Facts about Stockholm s tourism industry 2008

35 Stockholm on the water The city s waterways lead to Stockholm s expansive archipelago, with its 30,000 or so islands, islets and rocky reefs. Annually, hundreds of thousands of Stockholmers and tourists have their vacation in the archipelago. Waxholm Steamboat AB and Strömma Kanalbolaget are the main shipping companies that traffic Stockholm s waters. Waxholm Steamboat AB also manages the Djurgårdsfärjan ferry, while Strömma Kanalbolaget arranges day and evening trips in the archipelago and on Lake Mälaren. In 2007, the number of passengers who traveled on the archipelago boats decreased by not quite 5 percent to a little over 3 million, while port traffic remained at the 2006 level. Pleasure boats During the period May September, 500,000 visitors spent the night on the 143,000 pleasure boats that called in at the archipelago s most popular natural harbors. By far, the most popular area for pleasure boats was the Storö Bockö Lökaö nature preserve, with just over 145,000 visits. Diagram 16. Passengers on the Waxholm Steamboat AB & Strömma Kanalbolaget, (in thousands) Sources: Waxholm Steamboat AB & Strömma Kanalbolaget Diagram 17. Passengers per month 2007, Waxholmsbolaget (in thousands) Source: Waxholm Steamboat AB 3,500 Archipelago traffic Port traffic 500 Archipelago traffic Port traffic 3, ,500 2, , , Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Facts about Stockholm s tourism industry

36 How long visitors stay The length of a sojourn varies, depending on the purpose of the visit and where the visitor stays. On average, overnight visitors spend 2.6 nights in the county and somewhat less time in the city. The length of stay for visitors to Stockholm does not normally fluctuate markedly from year to year. It is usually around 2.6 nights long for the county and 2.1 nights for the city. Those whose lodgings are a pleasure boat or a campground in the city stay the longest, on average 7.6 and 5 nights, respectively. Visitors with hotel accommodations stay for the shortest period of time on average, 1.8 nights in the county and 1.7 nights in the city. Diagram 18. The average number of nights that visitors stay in various types of accommodations in Stockholm City and County, 2007 Source: Resurs Stockholm County Stockholm City Overnight trips total Hotel Other accommodations Relatives and friends Own vacation cabin/apartment Camping Cabin, rented privately Pleasure boat Nights per trip 36 Facts about Stockholm s tourism industry 2008

37 What visitors spend Hotel guests and, of that group, business travelers, spend the most money per day during their stay in Stockholm. This is also the category of travelers that has increased its daily expenditures the most. Visitors who stay at hotels during their sojourn in Stockholm spend the most money. On average, hotel guests in the county spent 1,866 kronor per day, and just over half of that amount went to accommodations. Among hotel guests, there were significant differences between leisure and business travelers they spent 1,433 kronor and 2,220 kronor per day, respectively. However, the differences vis-à-vis visitors who stay in other types of accommodations are even more apparent. Daily consumption for people who stayed on pleasure boats, for example, was less than a tenth of that of hotel guests. While the daily consumption of hotel guests increased by 12 percent compared with 2006, outlays by those living in other types of accommodations commercial or private remained at nearly the same level as last year. Table 13. Consumption per visitor and day in Stockholm County and City, 2007 Stockholm City s figures are in parentheses Source: Resurs Comparison SEK 06/07, % Hotel 1,866 (1,944) 12 (15) Business trips 2,220 (2,430) 10 (16) Leisure trips 1,433 (1,486) 15 (13) Vacation village 511 iu 0 iu Camping 295 (295) 0 (0) Hostel 420 (419) 0 (0) Vacation cabin 197 iu 0 iu Relatives/friends 352 (414) 2 ( 11) Pleasure boat 141 (143) 22 ( 23) Other 943 (943) 25 (19) Day visitors 508 (617) 5 (10) iu = information unavailable Facts about Stockholm s tourism industry

38 38 Facts about Stockholm s tourism industry 2008

39 Economy and employment Facts about Stockholm s tourism industry

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