Facts about Stockholm s tourism industry. Statistics for 2010

Transcription

1 Facts about Stockholm s tourism industry Statistics for 21

2 Contents Stockholm The Capital of Scandinavia... 4 About Stockholm Visitors Board... 5 Stockholm in perspective...7 Stockholm s international position...8 The Stockholm Visitor...11 Where visitors come from...12 How visitors travel to Stockholm Where visitors stay...16 Commercial accommodation...18 Why people travel to Stockholm...22 International meetings and conventions. 24 Events and visitor destinations How long visitors stay How much visitors spend...3 Economy and employment About the statistics million overnight stays The year 21 will go down in Stockholm s tourism history. And not just because the city hosted Crown Princess Victoria s wedding, that we were the first European Green Capital or because we gained two exciting new attractions Fotografiska (museum of contemporary photography) and SkyView. The year will go down in history because Stockholm had over 1 million overnight stays. Few European cities achieve more than 1 million overnight stays per year, but Stockholm is one of them. The number has increased by 41 percent since the year 2, and Stockholm is easily the most popular tourist destination in Scandinavia. During 21 we participated in the initiative to create a National Strategy for Swedish Tourism whose mission is to double Swedish tourism over ten years, with a focus on sustainability to become a new Swedish basic industry. Stockholm, the leading Swedish tourist destination and the driving force behind Swedish tourism, faces other challenges for continued growth. During 21 we began working together with The Swedish Hotel and Restaurant Association SHR, Visit Sweden and others on the Stockholm Strategy a regional plan for future growth in local tourism. We will present the Stockholm Strategy during 211. During the year we also reviewed our efforts to attract tourists to Stockholm. Among other things, this resulted in a decision to concentrate our marketing on fewer markets and invest more in the consumer, primarily through the website and social media. 21 was also Stockholm s most successful convention year in modern history, when the city was the venue for two of the biggest international medical conventions during August and September, each with around 2, delegates. Another significant event was the move of Stockholm Tourist Center to Vasagatan 14, closer to arriving visitors. Now we re looking forward to welcoming even more visitors to Stockholm The Capital of Scandinavia. Peter Lindqvist CEO, Stockholm Visitors Board Olle Zetterberg CEO, Stockholm Business Region Chairman, Stockholm Visitors Board

3 Stockholm The Capital of Scandinavia Stockholm - The Capital of Scandinavia is the shared brand name for the Stockholm region. 21 will go down in history as the most eventful year in the brand s five-year existence. The brand continues to climb in different rankings and awareness surveys. About Stockholm Visitors Board Stockholm Visitors Board (SVB) promotes Stockholm as a tourist destination for both leisure and business travelers and coordinates Stockholm s marketing under the shared brand Stockholm The Capital of Scandinavia. The past year had many high points, for example, exceeding the 1 million mark in number of overnight stays in Stockholm. The EU Commission s award to Stockholm as Europe s first ever Green Capital, and the wedding of Crown Princess Victoria and Prince Daniel, both put Stockholm in the international spotlight. In addition to these events, Stockholm gave its all with an active participation in the World Expo in Shanghai. All these events have served to promote and further strengthen the brand: Stockholm - The Capital of Scandinavia. There are many reasons why 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. Stockholm has many top restaurants and offers the highlights of international food 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. For more information about the brand, please visit Operations take place in four business areas: Leisure Travel, Meetings and Conventions, Events and Tourist Services plus media services. SVB is a subsidiary of Stockholm Business Region, which is owned by the City of Stockholm. SVB runs Stockholm s official visitors guide Leisure Travel Leisure Travel is tasked, together with its partners, with the international marketing of Stockholm to the leisure travel segment with the aim of increasing the number of overnight stays. Leisure Travel focuses on the following markets where there is a potential for volume increase: Germany, United Kingdom, USA, Italy, Norway, Finland and Russia together with Stockholm Cruise Network and Stockholm Gay & Lesbian Network. Meetings and Conventions The Stockholm Convention Bureau (SCB) positions and markets Stockholm with the aim of getting international organizations and companies to locate their meetings in Stockholm. SCB has almost 13 partners in its network and their shared concept is to strengthen Stockholm s position on the international meeting market. Events The Events business area works with the marketing and development of Stockholm as a world class venue for events and city experiences. The Event Coordinator City of Stockholm helps organizers develop and perform events, while the Stockholm Event Network partnership project cultivates organizers with the aim of attracting primarily international sports, entertainment, culture and exhibition events to Stockholm. Tourist Services The Tourist Services business area is responsible for visitor services in Stockholm, i.e. running the Stockholm Tourist Center and seasonal tourist bureaux, Arlanda Visitor Center in collaboration with e.g. Swedavia, and courses in Stockholm knowledge, guide authorizations and the Stockholm Card. Media Services The Media Services department cultivates international media by means of news, positioning themes and press visits. Each year Stockholm Visitors Board welcomes more than 6 journalists from around the world, including TV companies and lifestyle magazines that visit Stockholm to feature the city. 4 Facts about Stockholm s tourism industry 21 Facts about Stockholm s tourism industry 21 5

4 Stockholm in perspective Fakta om besöksnäringen i Stockholm 27 7 Facts about Stockholm s tourism industry 21 7

5 Stockholm s international position Stockholm s tourist industry stands up well in a European perspective. Stockholm is one of 44 big cities in Europe that make up The European Premier League according to the European Cities Monitor. The number of overnight stays as a whole increased on average by 4.5 percent per year within this group during the period. Overnight stays in Stockholm increased by 6.7 percent during the same period, putting the city in sixth place. Not only has Stockholm enjoyed the most vigorous growth in tourism in Scandinavia, but also boasts the greatest number of overnight stays. Stockholm reached new heights in 21 and for the first time it passed 1 million overnight stays. Diagram 1. Commercial overnight stays in the Nordic capitals, 21 (in thousands) Source: Swedish Agency for Economic and Regional Growth and Statistics Sweden, Visit Denmark, Statistics Norway, Statistics Finland 1, 8, 6, Table 1. Total overnight stays growth in Premier League Cities in Europe, Source: European Cities Benchmarking Report 21, European Cities Marketing Rank Premier League City Average Annual Percentage Growth Valencia 12.7% 2 Cardiff 8.8% 3 Bratislava 8.7% 4 Düsseldorf 7.3% 5 Hamburg 7.% 6 Stockholm 6.7% 7 Venice 6.5% 8 Munich 6.4% 9 Berlin 6.4% 1 York 6.3% 18 Helsinki 5.4% 28 Oslo 4.2% 38 Copenhagen 1.5% Benchmark average 4.5% 4, 2, Stockholm (Stockholm county) Copenhagen (Region Hovedstaden) Oslo (Oslo and Akershus) Table 2. Commercial overnight stays in the Nordic capitals, (in thousands) Source: Swedish Agency for Economic and Regional Growth and Statistics Sweden, Visit Denmark, Statistics Norway, Statistics Finland Helsinki (Helsinki, Espoo and Vantaa) Stockholm (Stockholm county) 9,386 9,372 1,22 Copenhagen (Region Hovedstaden) 7,14 6,728 7,233 Oslo (Oslo and Akershus) 4,65 4,616 4,982 Helsinki (Helsinki, Espoo and Vantaa) 4,46 3,847 4,18 8 Facts about Stockholm s tourism industry 21 Facts about Stockholm s tourism industry 21 9

6 The Stockholm Visitor 1 Facts about Stockholm s tourism industry 21 Facts about Facts about Stockholm s Stockholm s tourism tourism industry industry

7 Where visitors come from Swedish visitors make up two out of every three overnight stays in Stockholm county. Most of the Swedish visitors come from the other big city counties Västra Götaland and Skåne. Visitors from Germany, the UK and the USA predominate among foreign visits, together with our neighboring countries. During 21, the number of Swedish overnight stays increased by 8 percent, and foreign by 5 percent. However, foreign overnight stays show the strongest growth over the longterm. Over the past ten years foreign overnight stays increased by 46 percent and Swedish overnight stays by 4 percent. Diagram 2. Swedish and foreign commercial overnight stays* in Stockholm county, 2 21 (2=index 1) Source: Swedish Agency for Economic and Regional Growth and Statistics Sweden Swedish visitors Foreign visitors Total *Hotels, hostels and vacation villages Table 3. Commercial overnight stays by nationality 28 21, Stockholm county Source: Swedish Agency for Economic and Regional Growth and Statistics Sweden Distribution Share in Sweden Change in % from Total 9,385,578 9,371,623 1,22,124 1% 21% 7% 7% Sweden 6,285,897 6,197,277 6,699,489 67% 18% 7% 8% Abroad 3,99,681 3,174,346 3,322,635 33% 3% 7% 5% Made up by: Totals for Nordic contries (not incl. Sweden) 519, , , % 12% 13% 1% Totals for Europe excl. Nordic countries 1,783,95 1,86,144 1,844, % 38% 3% 2% Totals (excl. Europe) 796,17 775, , % 55% 12% 15% Distribution by country: Denmark 136, , , % 14% 19% 8% Norway 29, , , % 7% 9% 3% Finland 165,23 186, ,67 1.9% 39% 14% 1% Iceland 8,97 7,69 9,878.1% 55% 1% 3% Germany 42, , , % 25% 12% 6% Great Britain 334, ,83 34,643 3.% 53% 9% 3% Ireland 2,45 17,441 15,366.2% 47% 25% 12% The Netherlands 17,37 113, , % 19% 9% 3% Belgium 34,53 41,55 5,143.5% 47% 47% 21% Luxembourg 4,727 3,963 3,837.% 48% 19% 3% France 146, , ,52 1.6% 54% 8% 2% Switzerland 73,854 83,94 91,183.9% 41% 23% 9% Austria 35,572 43,694 48,163.5% 48% 35% 1% Italy 164,528 23, ,3 1.9% 64% 14% 8% Spain 116,676 12,84 121, % 67% 4% 1% Portugal 17,167 13,293 12,269.1% 51% 29% 8% Greece 18,28 17,52 16,23.2% 68% 11% 7% Turkey 11,745 11,161 12,535.1% 58% 7% 12% Russia 18,883 97,142 19,42 1.1% 55% % 13% Estonia 8,539 11,38 12,684.1% 33% 49% 15% Latvia 7,471 7,749 8,45.1% 32% 13% 9% Lithuania 5,96 5,169 7,916.1% 26% 55% 53% Poland 37,73 46,758 38,123.4% 28% 1% 18% The Czech Republic 1,816 11,41 1,859.1% 31% % 5% Slovakia 5,114 4,64 4,9.% 37% 4% 6% Hungary 1,79 9,99 8,823.1% 43% 12% 11% The rest of Europe 12,81 69,42 55,228.6% 47% 46% 2% USA 232,142 27, ,14 2.5% 6% 6% 19% Canada 28,144 23,467 28,3.3% 61% % 19% Central & South America 26,555 24,92 33,493.3% 6% 26% 34% Japan 6,721 6,772 57,573.6% 6% 5% 5% South Korea 8,815 9,422 9,713.1% 38% 1% 3% China 45,631 43,589 54,816.5% 5% 2% 26% The rest of Asia 93,979 66,141 8,195.8% 53% 15% 21% Australia 3,113 26,873 31,235.3% 63% 4% 16% New Zeeland 3,487 2,772 2,686.% 48% 23% 3% The rest of the world 118,892 43,918 3,613.3% 31% 74% 3% Not indicated 147, , , % 56% 114% 18% 12 Facts about Stockholm s tourism industry 21 Facts about Stockholm s tourism industry 21 13

8 How visitors travel to Stockholm Stockholm is the natural center of Scandinavia. Every year millions of visitors travel to and from Stockholm by air, ferry, train and bus. However when Swedes travel to Stockholm, they usually do so by car. The number of airline passengers to Stockholm s airports increased by 5 percent to 21.7 million during 21. European cities are the starting points and destinations of most journeys, but the largest growth is outside Europe. The number of passengers to and from Stockholm s seaports continued to grow during 21 to 11.8 million. Since the year 2 the number of ferry passengers has increased by 21 percent, almost entirely due to increased traffic to and from the Baltic States. Diagram 3. Arriving and departing airline passengers 2 21 (in thousands) Airports in the Stockholm region* Source: LFV (the Swedish Civil Aviation Administration) and Luftfartsstyrelsen 25, 2, Domestic Europe The rest of the world Total Diagram 4. Swedish trips to Stockholm county and city by means of transport, 21 % Stockholm county City of Stockholm Table 4. Arriving and departing airline passengers 21 (in thousands) Source: LFV (the Swedish Civil Aviation Administration) and Luftfartsstyrelsen Airports in the Stockholm region 21 Stockholm Arlanda 16,948 Stockholm Skavsta 2,58 Stockholm Bromma 2,37 Stockholm Västerås 151 Örebro Airport 69 Total 21,713 15, Air Rail Bus Car Other Table 5. Arrriving and departing ferry passengers 2, 25 21, Stockholm port (in thousands) Source: Ports of Stockholm 1, Finland 8,42 8,829 8,566 8,398 8,449 8,545 8,446 5, Baltic countries ,42 1,222 1,441 1,61 Poland Gotland 936 1,71 1,75 1,137 1,156 1,188 1,29 Cruise visitors Total 9,774 11,154 11,13 11,26 11,364 11,765 11,821 *Stockholm-Arlanda, Stockholm-Skavsta, Stockholm-Bromma, Stockholm-Västerås and Örebro Airport 14 Facts about Stockholm s tourism industry 21 Facts about Stockholm s tourism industry 21 15

9 Where visitors stay There were just over 26 million overnight stays in Stockholm county during 21, of which 1 million stayed in hotels, hostels, cottage vacation villages and camp sites. Hotels dominate commercial stays with 8.5 million overnights or just over 85 percent. However, it is quite usual for visitors to stay overnight with friends or relatives, and this amounted to almost half the total overnight stays. In addition to visitors who stayed overnight, the county hosted almost 5.4 million people who came to Stockholm for the day. Table 6. Overnight stays in all type of accommodations and day trips 2, 25 and 28 21, Stockholm county (in thousands) City of Stockholm figures in parantheses Hotel 6,175 6,73 7,884 7,938 8,523 (6,71) Vacation village (N/A) Camping (172) Hostel (528) Commercial accommodation 7,15 8,35 9,62 9,384 1,22 (6,771) City of Stockholm s share (4,344) (5,231) (6,241) (6,463) (6,771) Weekend cottage 1,975 4,923 3,33 2,656 3,13 (N/A) Friends and relatives 1,469 12,798 1,878 1,142 12,38 (5,85) Pleasure boat (47) Other overnight stays 1, (12) Other accommodation 14,997 18,722 14,74 13,311 16,222 (5,252) City of Stockholm s share (5,3) (5,54) (4,551) (4,265) (5,252) Total overnight stays 22,12 27,27 24,36 22,696 26,244 (12,23) City of Stockholm s share (9,644) (1,735) (1,792) (1,728) (12,23) Day trips 4,69 5,443 5,225 5,414 5,358 (4,44) City of Stockholm s share (3,638) (4,464) (4,234) (4,47) (4,44) Table 7. Commercial overnight stays by nationality and type of accommodation 21, Stockholm county Source: Swedish Agency for Economic and Regional Growth and Statistics Sweden Hotels Hostels Vacation villages Camping Total Total 8,522,85 726,891 87, ,693 1,22,124 Sweden 5,659, ,87 84, ,266 6,699,489 Abroad 2,863, ,21 3, ,427 3,322,635 Made up by: Totals for Nordic contries (not incl. Sweden) 526,385 25, , ,752 Totals for Europe excl. Nordic countries 1,497, ,59 2, ,296 1,844,88 Totals (excl. Europe) 839,794 47, , ,795 Distribution by country: Denmark 14,918 8, , ,189 Norway 22,168 8, , ,618 Finland 174,28 8, , ,67 Iceland 9, ,878 Germany 327,277 63, , ,955 Great Britain 285,445 12, ,474 34,643 Ireland 12,891 2, ,366 The Netherlands 82,26 11, ,4 117,136 Belgium 41,51 8, ,143 Luxembourg 3, ,837 France 12,16 29, ,43 157,52 Switzerland 72,669 11, ,469 91,183 Austria 41,188 6, ,163 Italy 159,594 23,1 2 4, ,3 Spain 16,38 15, ,711 Portugal 1,95 1, ,269 Greece 15,166 1,64 16,23 Turkey 11, ,535 Russia 15,89 4, ,42 Estonia 1,24 2, ,684 Latvia 6,552 1, ,45 Lithuania 6, ,916 Poland 23,455 7, ,156 38,123 The Czech Republic 9,449 1, ,859 Slovakia 3,174 1,726 4,9 Hungary 7,771 1,48 4 8,823 The rest of Europe 35,7 5, ,621 55,228 USA 234,89 11, ,14 Canada 24,485 3,545 28,3 Central & South America 28,715 4,778 33,493 Japan 53,659 3,914 57,573 South Korea 7,96 1,753 9,713 China 5,945 3,871 54,816 The rest of Asia 75,437 4, ,195 Australia 24,722 6,513 31,235 New Zeeland 1, ,686 The rest of the world 23,596 4, ,432 3,613 Not indicated 313,562 1, ,337 N/A = Not applicable 16 Facts about Stockholm s tourism industry 21 Facts about Stockholm s tourism industry 21 17

10 Commercial accommodation hotels For the past few years the number of hotels and hotel rooms has increased in Stockholm. During 21 the number of hotel rooms increased by just over 4 percent to 26,135 per day, while from 29 occupancy rates increased by just over two percentage points to 61 percent. Hotels achieve their highest occupancy rates during the autumn, when revenues per room are also at their highest. During 21, hotel accommodation revenues amounted to SEK 6.3 billion, which is an increase of 13 percent since 29. Diagram 6. Revenues (MSEK) in hotels Source: Swedish Agency for Economic and Regional Growth and Statistics Sweden Stockholm county City of Stockholm 7, 6, 5, 4, 3, 2, 1, Table 8. Capacity, occupancy and lodging revenues in hotels 26 21, Stockholm county and City of Stockholm Source: Swedish Agency for Economic and Regional Growth and Statistics Sweden Diagram 5. Capacity, occupancy and lodging revenues by month 21, Stockholm county Source: Swedish Agency for Economic and Regional Growth and Statistics Sweden Number Room capacity per day Occupied rooms per day (occupancy rate, %) 3, 25, 2, 73% 75% 67% 66% 65% 15, 66% 54% 55% 52% 1, 45% 63% Revenues per occupied room, SEK 5% 1,5 1,25 1, 75 5 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) 4,97 5,712 6,166 5,582 6,318 3,419 3,965 4,389 4,6 4,53 5, 25 Revenues per occupied room, SEK 971 1,58 1,18 1,4 1,83 1,7 1,11 1,154 1,71 1,116 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Revenues per available room, SEK Facts about Stockholm s tourism industry 21 Facts about Stockholm s tourism industry 21 19

11 Commercial accommodation hostels Bed capacity in the county s hostels has increased over the past few years to reach just over 4,2 beds per day during 21. The occupancy rate fell to 47 percent during the year while hostel revenues continued to increase to a total of SEK 21 million. Commercial accommodation cottage vacation villages Capacity in the county s vacation villages has fallen over the past few years. This has had a positive effect on occupancy rates, which increased to 48 percent during 21. However, total revenues fell to SEK 16 million during 21. Diagram 7. Capacity, occupancy and lodging revenues in hostels 24 21, Stockholm county Source: Swedish Agency for Economic and Regional Growth and Statistics Sweden Number Bed capacity per day Occupied beds per day (occupancy rate, %) 6, Revenues per occupied bed, SEK 3 Diagram 8. Capacity, occupancy and lodging revenues in vacation villages 24 21, Stockholm county Source: Swedish Agency for Economic and Regional Growth and Statistics Sweden Revenues per occupied Number Capacity per day Occupied vacation villages per day (occupancy rate, %) vacation village, SEK 3 9 5, , , , 1, 42% 43% 43% 47% 52% 48% 47% % 37% 34% 4% 45% 44% 48% Facts about Stockholm s tourism industry 21 Facts about Stockholm s tourism industry 21 21

12 Why people travel to Stockholm tourists and business visitors As a big city region, Stockholm is naturally attractive as both a tourist destination and business city. 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 business city, with many internationally competitive industries. Together they create an exciting, dynamic and progressive city that attracts millions of tourists and business visitors every year. Since the 28 global financial crisis tourists in Stockholm county account for more overnight hotel stays than business visitors. During the past ten-year period the number of overnight hotel stays by business visitors has increased by 12 percent and overnight hotel stays by leisure visitors has increased by 78 percent. Diagram 9. Overnight stays at hotels by business and leisure travelers 2 21, Stockholm county and city (in thousands) STOCKHOLM COUNTY CITY OF STOCKHOLM Business Leisure Business Leisure 5, 4, 3, 2, 1, Table 9. Overnight stays at hotels by business and leisure travelers 2, 25, 28 21, Stockholm county and city (in thousands) Stockholm county Business travelers 3,764 3,499 4,32 3,874 4,233 Business 2,351 2,282 2,976 2,731 2,964 Conference 1,413 1,217 1,344 1,143 1,269 Leisure travelers 2,411 3,231 3,564 4,63 4,29 Group 1,9 1, Leisure 1,321 2,15 2,618 3,172 3,31 City of Stockholm Business travelers 2,34 2,3 2,689 2,56 2,685 Business 1,741 1,715 2,285 2,142 2,29 Conference Leisure travelers 1,93 2,581 2,831 3,232 3,385 Group Leisure 1,19 1,748 2,171 2,595 2, Facts about Stockholm s tourism industry 21 Facts about Stockholm s tourism industry 21 23

13 International meetings and conventions Stockholm is one of the world s most popular internal convention destinations. According to the latest ICCA rankings the city occupies seventh place globally. One reason is that Stockholm has excellent capacity for meetings and conventions. It is home to Stockholm Exhibition and Congress Center, northern Europe s largest convention facility, the Stockholm City Conference Centre one of Scandinavia s largest and Kistamässan, strategically located in the center of Kista Science City. Not to forget the newcomer, Stockholm Waterfront Congress Centre, with its spectacular architecture in the heart of Stockholm. Stockholm also enjoyed a great congress year during 21, with 152 international conventions that attracted 95, delegates and generated 43, overnight hotel stays. Each convention delegate stays for an average of 4.5 days and spends approximately SEK 5,2 per day. Diagram 1. International conventions in Stockholm, Source: Stockholm Visitors Board Diagram 12. International convention-related overnight stays in Stockholm, (in thousands) Source: Stockholm Visitors Board Table 1. Number of meetings per city, 2, 25, Source: International Congress and Convention Association, ICCA Diagram 11. International convention participants in Stockholm, (in thousands) Source: Stockholm Visitors Board Diagram 13. International convention participants by subject area in Stockholm, 21 Source: Stockholm Visitors Board Rank City Vienna Other, 2% 2 Barcelona Paris Berlin Singapore Copenhagen Industry/ business, 3% National and municipal government, 3% Technology/ Statistics/ Chemistry, 7% Medicine/ Psychology, 67% 7 Stockholm Amsterdam Lisbon Beijing Facts about Stockholm s tourism industry 21 Facts about Stockholm s tourism industry 21 25

14 Events and visitor destinations 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 SEK 5 billion in annual revenues and provide both employment opportunities and new businesses in the region. Events also form an important part of Stockholm s international marketing. Together with the city s various sights, events create an attractive destination for visitors and Stockholmers alike. The Royal wedding Table 12. Major visitor destinations in Stockholm county, 21 Source: Stockholm Visitors Board Rank Destination Number visitors Diagram 14. Number of web articles all over the world with the existence of the word "Stockholm" (in thousands) Source: Stockholm Business Region 1, jan jun 29 jan jun 21 jan jun Table 11. The royal wedding, key figures Source: Stockholm Visitors Board Key figures Total number of unique visitors to the wedding procession (19 June 21) 5, Percentage of traveling visitors 33% Financial turnover 1,297 MSEK 1 Kulturhuset 2,43,286 2 Stockholm Globe Arenas 1,58, 3 Stockholm Exhibition and Congress Center 1,32,934 4 Archipelago tours, Strömma Group 1,3,1 5 Skansen 1,285,122 6 Gröna Lund 1,238,752 7 Eriksdalsbadet swimming center 1,135,57 8 Vasa Museum 1,129,184 9 Swedish Museum of Natural History 545, 1 Moderna museet 486, Storkyrkan 475, 12 Casino Cosmopol 439,39 13 Junibacken 4, 14 City Hall 356, National Museum 355, Museum of Science and Technology 323, The Kaknäs tower 3, 18 Royal Palace, excl. The Royal Armoury 296, Östasiatiska museet 296,4 2 Medelhavsmuseet 279,9 26 Facts about Stockholm s tourism industry 21 Facts about Stockholm s tourism industry 21 27

15 How long visitors stay Visitors who overnight in Stockholm stay for an average of 2.4 nights. The shortest stays are by those who overnight at hotels. People spending the night on pleasure boats and campers are those who spend the longest time in Stockholm. Diagram 15. Average number of nights spent by visitors in different types of accomodation in Stockholm county and city, 21 Stockholm county City of Stockholm Overnight trips, total Hotel Other accomodation Friends and relatives Own weekend cottage/apartment Cottage, rented privately Camping Pleasure boat Nights per trip 28 Facts about Stockholm s tourism industry 21 Facts about Stockholm s tourism industry 21 29

16 How much visitors spend Business visitors to the county s hotels form the category that spends the most money per day during their stay in Stockholm. Compared to 29, it was primarily hotel guest consumption that fell during 21. Tabel 13. Consumption per visitor and day in Stockholm county and city, 2, 25, City of Stockholm figures in parantheses Hotel 1,85 1,565 1,841 1,895 1,567 (1,494) Business travelers 1,283 1,94 2,289 2,483 1,98 (1,915) Leisure travelers 776 1,158 1,299 1,336 1,159 (1,159) Vacation village (N/A) Camping (326) Hostel (589) Weekend cottage (N/A) Friends and relatives (373) Pleasure boat (234) Other (78) Day trip visitors (522) N/A = Not applicable 3 Facts about Stockholm s tourism industry 21 Facts about Stockholm s tourism industry 21 31

17 Economy and employment 32 Facts about Stockholm s tourism industry 21 Facts about Facts about Stockholm s Stockholm s tourism tourism industry industry

18 Diagram 16. Revenues from visitors 2 21, Stockholm county (MSEK) Economy 18, Commercial accommodation Other accommodation Day trips The tourism industry is of great importance for Stockholm s economy and employment. During the past ten years the tourism industry has grown by 85 percent in Stockholm county, and sales in the City of Stockholm have more than doubled. The industry achieved sales of SEK 22 billion in Stockholm county during 21, of which the City of Stockholm accounted for SEK 13.7 billion, or 23 percent. Accommodation made up the largest revenues at 35 percent, followed by restaurants (25 percent) and shopping (18 percent). 15, 12, 9, 6, 3, Table 15. Revenues generated from visitors by sector 2, 25, 28 21, Stockholm county (MSEK) City of Stockholm figures in parantheses Table 14. Revenues from visitors 2, 25, 28 21, Stockholm county (MSEK) City of Stockholm figures in parantheses Hotel 6,7 1,529 14,518 15,45 13,353 (9,69) Business travelers 4,829 6,787 9,888 9,618 8,381 (5,145) Leisure travelers 1,871 3,742 4,63 5,428 4,972 (3,923) Vacation village Camping (56) Hostel (311) Commercial 6,932 11,54 15,143 15,72 14,56 (9,436) Accomodation 3,784 6,43 8,141 7,993 7,645 (4,988) Food 98 1,454 1,79 1,62 1,182 (512) Restaurant 2,443 3,84 5,486 6,46 5,432 (3,299) Transportation 1,953 2,245 2,35 2,91 2,387 (1,311) Shopping 2,43 4,284 3,77 4,136 3,998 (2,662) Activity ,168 1,475 1,437 (955) Total 12,32 18,823 21,679 22,82 22,8 (13,727) City of Stockholm's share (7,399) (12,28) (15,6) (15,669) (13,727) Diagram 17. Revenues generated from visitors by sector (%) 21, Stockholm county and city STOCKHOLM COUNTY CITY OF STOCKHOLM Weekend cottage Friends and relatives 2,52 4,121 3,448 3,773 4,618 (1,897) Pleasure boat (11) Transportation, 11% Activity, 6% Food, 5% Transportation, 1% Food, 4% Activity, 7% Other overnight stays (85) Accomodation, 35% Accomodation, 36% Day trips 1,862 2,373 2,362 2,474 2,561 (2,299) Other 5,388 7,769 6,536 7,82 8,24 (4,292) Total 12,32 18,823 21,679 22,82 22,8 (13,728) Shopping, 18% Restaurant, 25% Shopping, 19% Restaurant, 24% City of Stockholm's share (7,399) (12,28) (15,353) (15,667) (13,728) 34 Facts about Stockholm s tourism industry 21 Facts about Stockholm s tourism industry 21 35

19 Employment The tourism industry is estimated to create employment for 18,7 people in Stockholm county, of whom 11,3 are in the City of Stockholm. The number employed in Stockholm County has grown by 18 percent since 22. Restaurants and accommodation account for the greatest employment with 35 percent each. It is also these segments that have increased their numbers of employees most since 22, while transportation, retail and foodstuffs have reduced numbers. Table 16. Employment* generated from visitors by sector 22, 25, City of Stockholm figures in parantheses Food (216) Restaurant 4,575 4,812 6,29 6,629 6,511 (3,99) Transportation 2,237 1,751 1,443 1,479 1,637 (899) Shopping 2,137 2,52 1,672 1,829 1,784 (1,228) Activity 1,528 1,39 1,543 1,94 1,835 (1,219) Accomodation 4,89 6,147 6,84 6,74 6,444 (3,83) Total 15,844 16,714 17,888 18,972 18,78 (11,31) City of Stockholm's share (9,717) (1,734) (12,449) (12,732) (11,31) *Number of people employed 36 Facts about Stockholm s tourism industry 21 Facts about Stockholm s tourism industry 21 37

20 About the statistics Sources European Cities Marketing Ports of Stockholm Resurs AB Statistics Finland Statistics Norway Swedish Agency for Economic and Regional Growth and Statistics Sweden Swedish Civil Aviation Administration (LFV) and Luftfartsstyrelsen Stockholm Exhibition and Congress Center Stockholm Visitors Board (SVB) Visit Denmark More information at: List of diagrams and tables Page 8 Table 1. Total overnight stays growth in Premier League Cities in Europe, Diagram 1. Commercial overnight stays in the Nordic capitals, 21 (in thousands) Table 2. Commercial overnight stays in the Nordic capitals, (in thousands) 12 Diagram 2. Swedish and foreign commercial overnight stays, 2 21 (2=index 1) 13 Table 3. Commercial overnight stays by nationality 28 21, Stockholm county 14 Diagram 3. Arriving and departing airline passengers 2 21 (in thousands) 15 Diagram 4. Swedish trips to Stockholm county and city by means of transport, 21 Table 4. Arriving and departing airline passengers 21 (in thousands) Table 5. Arrriving and departing ferry passengers 2, 25 21, Stockholm port (in thousands) 16 Table 6. Overnight stays in all type of accommodations and day trips 2, 25 and 28 21, Stockholm county (in thousands) 17 Table 7. Commercial overnight stays by nationality and type of accommodation 21, Stockholm county 18 Diagram 5. Capacity, occupancy and lodging revenues by month 21, Stockholm county 19 Diagram 6. Revenues (MSEK) in hotels Table 8. Capacity, occupancy and lodging revenues in hotels 26 21, Stockholm county and City of Stockholm 2 Diagram 7. Capacity, occupancy and lodging revenues in hostels 24 21, Stockholm county 21 Diagram 8. Capacity, occupancy and lodging revenues in vacation villages 24 21, Stockholm county 23 Diagram 9. Overnight stays at hotels by business and leisure travelers 2 21, Stockholm county and city (in thousands) Table 9. Overnight stays at hotels by business and leisure travelers 2, 25, 28 21, Stockholm county and city (in thousands) 24 Table 1. Number of meetings per city, 2, 25, Diagram 1. International conventions in Stockholm, Diagram 11. International convention participants in Stockholm, (in thousands) Diagram 12. International convention-related overnight stays in Stockholm, (in thousands) Diagram 13. International convention participants by subject area in Stockholm, Diagram 14. Number of web articles (in thousands) all over the world with the existence of the word Stockholm Table 11. The royal wedding, key figures 27 Table 12. Major visitor destinations in Stockholm county, Diagram 15. Average number of nights spent by visitors in different types of accomodation in Stockholm county and city, 21 3 Tabel 13. Consumption per visitor and day in Stockholm county and city, 2, 25, Table 14. Revenues from visitors 2, 25, 28 21, Stockholm county (MSEK) 35 Diagram 16. Revenues from visitors 2 21, Stockholm county (MSEK) Diagram 17. Revenues generated from visitors by sector (%) 21, Stockholm county and city Table 15. Revenues generated from visitors by sector 2, 25, 28 21, Stockholm county (MSEK) 36 Table 16. Employment generated from visitors by sector 22, 25, Photographers SBR Stockholm Visitors Board, p 1. Cilla Lundqvist, p 3. Ulf Hinds, p 2. Jeppe Wikström, pp 6, 15, 2, 26, 32, 37, 38. Shutterstock, pp 9, 4. Nicho Södling, pp 1, 12, 22, 31, 4. Orsolya Haarberg/Wild Wonders of Europe, p 21. Yanan Li, pp 25, 27, 36. Henrik Trygg, pp 28, 29. Hotel J, p 3. Facts about Stockholm s tourism industry 21 39

21 Stockholm The Capital of Scandinavia There are many reasons why Stockholm is the natural capital of Scandinavia. One is that Stockholm lies in the heart of Scandinavia with world-class communications. Another is that Stockholm is the largest city in the largest country in Scandinavia. This is also where you will find the most international companies, the largest stock exchanges and especially the most visitors. People come here for the cuisine, design and music. Stockholm also has a unique selection of galleries and museums, in the eyes of the world are upon it every year when the Nobel Prizes are awarded. Welcome to Stockholm The Capital of Scandinavia. Stockholm Visitors Board P.O. Box SE Stockholm, Sweden Ph info.svb@stockholm.se