Facts about Stockholm s tourism industry. Statistics for 2008 August 2009

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1 Facts about Stockholm s tourism industry Statistics for 28 August 29

2 Contents Stockholm The Capital of Scandinavia... 4 Stockholm in perspective...7 Stockholm s international position...8 Stockholm s position in Sweden...1 Visitors to Stockholm...13 Where visitors come from...14 How visitors get to Stockholm...16 Where visitors stay...18 Commercial accommodation...22 Leisure travel and business travel...28 International meetings/conventions. 3 Visitor destinations in Stockholm...32 Events in Stockholm...34 Stockholm on the water...35 How long visitors stay What visitors spend...37 Economy and employment Stockholm Visitors Board About the statistics... 46

3 Facts about Stockholm s tourism industry Stockholm continues to retain its position as The Capital of Scandinavia and the engine of the Swedish tourist industry. Over the last ten years the number of guest nights in Stockholm has risen by 4 percent. 28 saw a new peak of 9.6 million guest nights. And the first eight months of 29 continue to show strong growth for Stockholm, especially in the leisure travel segment, which grew by 11 percent over the same period in 28. This trend is clearly superior to that seen by other Scandinavian capitals. Success breeds success as is well known, but this doesn t mean that we can rest on our laurels. In cooperation with the LFV (the Swedish Civil Aviation Administration), we are continuing our efforts to preserve and expand the number of international airlines coming to Stockholm. 21 promises to be an extremely exciting year for Stockholm. It s certainly not every year that we simultaneously experience the wedding of a crown princess, a big year for conventions, new attractions, new hotels and the honor of being Europe s first environmental capital. Moreover construction is proceeding on a new event arena and improved infrastructure to be able to meet the challenge of the future: a world-class city. Traditionally the home market is the most important to Stockholm, and it continued to be so during 28. A total of 6 million Swedes were responsible for overnight stays in the county. One overnight stay in Stockholm County out of three is by a foreign guest, and the percentage is increasing. Right now neighboring markets are leading this trend. There is also substantial potential for growth, and therefore we are making some additional efforts in our marketing to Norway, Denmark and Finland. Our intent for Data on the hospitality industry is to collect the most important key figures while highlighting the importance of the hospitality industry. The foundation of all of our marketing is the brand Stockholm The Capital of Scandinavia. Having a shared brand and communication platform is an asset as we market Stockholm together. We hope that reading this brochure will be rewarding for you! Peter Lindqvist CEO, Stockholm Visitors Board Olle Zetterberg CEO, Stockholm Business Region Chairman, Stockholm Visitors Board

4 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. Stockholm is also Scandinavia s economic center with the largest gross regional product and the most multinational companies. One of the world s largest ICT clusters, one of Europe s largest biotechnology clusters, and Northern Europe s financial center are also located here. Stockholm is also on the cutting edge in the Cleantech sector. Stockholm has been nominated as Europe s first environmental capital by the EU, beginning in 21. Moreover Stockholm is Scandinavia s trendsetting cultural city with its unique selection of galleries and museums, international food culture, and music production. The three reasons that Stockholm is the capital of Scandinavia: 1. Stockholm is the natural center of Scandinavia The Central Capital of Scandinavia The largest city in Scandinavia and its natural center World-class mobile and wired communications Stockholm s ports are the largest meeting place on the Baltic Sea Several international airports World-leading academic institutions 2. Stockholm is Scandinavia s economic center The Business Capital of Scandinavia A center of innovation, with assets including ICT and world-class clean tech One of Europe s largest biotech clusters The highest representation of multinational companies in Scandinavia Scandinavia s leading financial center, with the largest exchange The largest hospitality industry 3. Stockholm is the trendsetting cultural city of Scandinavia The Culture Capital of Scandinavia The Nobel Prize A center for music production International cuisine A unique selection of galleries and museums World-class design 4 Facts about Stockholm s tourism industry 29

5 Facts about Stockholm s tourism industry 29 5

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7 Stockholm in perspective Fakta om besöksnäringen i Stockholm 27 7 Facts about Stockholm s tourism industry 29 7

8 Stockholm s international position Stockholm is Scandinavia s natural center, economic center and trend-setting cultural city. Stockholm takes its place in the top division, as one of Europe s leading visitor destinations with the most visitors in all of Scandinavia. Stockholm s hospitality industry holds up well in a European perspective. As a destination city, Stockholm belongs to the 4 major European cities that make up The European Premier League, according to European Cities Monitor. Commercial overnight stays in this group have risen by an average of 5.3 percent per year from Stockholm stands out with higher than average growth in this group, ranking fifteenth, which is the highest growth in Scandinavia. Valencia, Tallinn and Prague were the cities with the highest growth during the period. Commercial overnight stays in Stockholm county have risen without interruption for several years, exhibiting strong average growth. Stockholm has also strengthened its position vis-à-vis the Scandinavian capitals. In 28 there were a total of 8.7 million overnight stays in hotels, hostels and vacation villages in Stockholm County (9.6 million, including estimated unofficial statistics for camping)*. This is a 5 percent increase in the county over 27, and stronger growth compared with the corresponding regions for Helsinki (+4%), Oslo (-1%) *The Swedish Agency for Economic and Regional Growth and Statistics Sweden assumed responsibility for camping statistics in Sweden in 28. They have not released any statistics for camping yet. 8 Facts about Stockholm s tourism industry 29

9 and Copenhagen (-2%). Stockholm strengthened its position even further in 29, exhibiting growth in the first eight months, both overall (+.2%) and for foreign visitors (+1%). Stockholm county has the largest share of commercial overnight stays in Scandinavia with 37 percent. Copenhagen (the regional capital) comes in second place with 26 percent, followed by Oslo/Akershus with 19 percent and Helsinki with 17 percent. Diagram 1. Commercial overnight stays in the Nordic capitals, 26 28, 28 8M 29 8M Source: Swedish Agency for Economic and Regional Growth and Statistics Sweden, Visit Denmark, Statistics Norway, Statistics Finland 1, M 29 8M 8, 6, 4, 2, Stockholm 1 Copenhagen 2 Oslo 3 Helsinki 4 Table 1. Commercial overnight stays in the Nordic capitals, M Source: Swedish Agency for Economic and Regional Growth and Statistics Sweden, Visit Denmark, Statistics Norway, Statistics Finland Number Change, % M 29 8M M Stockholm 1 7,862,567 8,297,756 8,77,347 5,896,41 5,99, Copenhagen 2 5,967,62 6,168,93 6,35,125 4,227,783 3,851, Oslo 3 4,314,974 4,55,11 4,446,883 3,34,286 2,949, Helsinki 4 3,617,165 3,875,483 4,45,611 2,755,248 2,68, Stockholm county 2 Region Hovedstaden 3 Oslo/Akershus 4 Helsinki, Espoo och Vantaa Facts about Stockholm s tourism industry 29 9

10 Stockholm s position in Sweden Out of all overnight night stays, just over half take place in the metropolitan counties of Stockholm, Västra Götaland and Skåne. Just over one overnight stay in four in the country takes place in Stockholm county. In 28 the number of overnight stays in hotels, hostels and vacation villages in Sweden grew by 2 percent to just over 32 million. The metropolitan counties of Stockholm, Västra Götaland and Skåne together represented just over 17 million, or 52 percent of the total overnight stays nationwide. Over the last ten years Stockholm county has represented close to one out of four overnight stays nationwide, while 15 percent were attributable to Västra Götaland county and 1 percent to Skåne county. Unfortunately no camping data is available for 28. In 28 growth in Stockholm county and even more so in the city of Stockholm was significantly higher than in both Sweden as a whole and the other metropolitan counties. The number of commercial overnight stays has also grown faster in Stockholm than in the rest of the country and the other metropolitan counties in a 1-year perspective as well. The number of overnight stays in hotels, hostels and vacation villages was unchanged in Sweden during the first eight months of 29. On the other hand, the metropolitan counties and especially the cities have demonstrated growth. In Skåne the number of overnight stays grew by 4 percent, and in Stockholm county and Västra Götaland they grew slightly in comparison with 28. Meanwhile the large cities grew by 3 percent in the city of Stockholm, 7 percent in Malmö and 1 percent in Gothenburg. 1 Facts about Stockholm s tourism industry 29

11 Diagram 2. Overnight stays in hotels, hostels and vacation villages in Swedish metropolitan counties, large cities and in Sweden, (in thousands) Source: Swedish Agency for Economic and Regional Growth and Statistics Sweden 1, Stockholm county Västra Götaland county Skåne county 8, 6, 4, 2, Table 2. Overnight stays in hotels, hostels and vacation villages in Swedish metropolitan counties, large cities and in Sweden, 1998, and 28 8M 29 8M (in thousands) Source: Swedish Agency for Economic and Regional Growth and Statistics Sweden Jan-Aug Jan-Aug Sweden 24,499 26,949 26,915 27,75 28,56 3,163 31,594 32,23 23,123 23,167 Stockholm county 6,291 6,545 6,517 6,94 7,357 7,893 8,34 8,74 5,896 5,913 Västra Götaland county 3,422 3,973 4,17 4,18 4,376 4,544 4,72 4,765 3,393 3,468 Skåne county 2,33 2,671 2,629 2,692 2,829 3,4 3,139 3,146 2,213 2,35 Of which Stockholm 4,33 4,27 4,333 4,653 5,25 5,348 5,661 6,74 4,115 4,257 Gothenburg 1,784 2,16 2,217 2,231 2,419 2,529 2,629 2,639 1,833 1,85 Malmö ,29 1,92 1, Facts about Stockholm s tourism industry 29 11

12 12 Facts about Stockholm s tourism industry 29

13 The Stockholm Visitor Facts about Facts about Stockholm s Stockholm s tourism tourism industry industry

14 Where visitors come from Swedish visitors represent two out of three overnight stays in hotels, hostels and vacation villages in Stockholm county. Most of our foreign visitors come from Germany, the UK and the US. In 28 the number of overnight stays in hotels, hostels and vacation villages in Stockholm county by both Swedish and foreign visitors increased: Swedish guest nights rose by 6 percent, while foreign guest nights rose by 3 percent. The trend for the first five months of 28 was very positive. It was a good summer for the Swedish market, while foreign guest nights declined slightly. The end of 28, and the beginning of 29 even more so, were marked by the global economic crisis, which led to a reduction in business travel. However the 29 summer months were unexpectedly strong particularly for the leisure travel market, which compensated for the weak start to 29. Over the last three years since 25, the number of guest nights has risen by 18 percent. Primarily Swedish guests and visitors from the non-nordic Diagram 3a. Swedish visitors in Stockholm county 25 28, 28 8M 29 8M (in thousands) Source: Swedish Agency for Economic and Regional Growth and Statistics Sweden parts of Europe have increased sharply. From a ten-year perspective growth in the number of guest nights was an impressive 46 percent. Germany is the largest foreign market, with just over 34, guest nights, followed by the UK, the US and Norway. If camping is included as well, the difference between Germany and the UK increases even more. Both Germany and the UK grew in 28. In 29 the German market continued to grow, while the number of British guest nights declined. The economic crisis has primarily affected travel from the US, which declined by 11 percent in 28 and by an additional 12 percent during the first eight months of 29. Swedish visitors come primarily from Västra Götaland county, followed by Östergötland, Skåne and Västmanland counties. Diagram 3b. Foreign visitors in Stockholm county 25-28, 28 8M 29 8M (in thousands) Source: Swedish Agency for Economic and Regional Growth and Statistics Sweden Number 7, Camping Hotels, hostels and vacation villages Number 7, Camping Hotels, hostels and vacation villages 6, 6, 5, 5, 4, 4, 3, 3, 2, 2, 1, 1, Jan-Aug 29 Jan-Aug Jan-Aug 29 Jan-Aug 14 Facts about Stockholm s tourism industry 29

15 Table 3. Commercial overnight stays by nationality 28, Stockholm county* Source: Swedish Agency for Economic and Regional Growth and Statistics Sweden Table 4. Swedish visitors by home region 28, Stockholm county Source: Resurs Distri- Share in Change in % from 28 bution Sweden Total 8,74,449 1% 25% Sweden 5,767,324 66% 23% Abroad 2,937,125 34% 4% Made up by: Nordic countries excl. Sweden 485, % 21% Europe excl. the Nordic countries 1,662, % 45% Outside Europe 788, % 56% Distribution by country: Denmark 125, % 16% Norway 193, % 17% Finland 157, % 42% Iceland 8,97.1% 52% Germany 342, % 33% UK 33, % 54% Ireland 2,45.2% 56% The Netherlands 87,594 1.% 27% Belgium 34,53.4% 45% Luxembourg 4,727.1% 61% France 137, % 58% Switzerland 68,444.8% 54% Austria 35,572.4% 52% Italy 156, % 64% Spain 116, % 7% Portugal 17,167.2% 48% Greece 18,28.2% 71% Turkey 11,745.1% 54% Russia 18, % 53% Estonia 8,539.1% 3% Latvia 7,471.1% 34% Lithuania 5,96.1% 26% 13 Poland 33,326.4% 24% Czech Republic 1,816.1% 29% Slovakia 5,114.1% 45% Hungary 1,79.1% 44% The rest of Europe 92, % 59% 11 1 US 232, % 59% 11 8 Share in % Västra Götaland county 16. Skåne county 1.2 Östergötland county 9.7 Södermanland county 7.5 Gävleborg county 7.4 Västmanland county 7.2 Uppsala county 6.3 Örebro county 5.9 Dalarna county 5.4 Jönköping county 4.3 Västernorrland county 3.7 Värmland county 2.7 Västerbotten county 2.5 Kronoberg county 2.2 Norrbotten county 2.1 Kalmar county 2. Jämtland county 1.4 Halland county 1.4 Blekinge county 1.3 Gotland county 1. Total 1 Canada 28,144.3% 59% Central&South America 26,555.3% 6% Japan 6,721.7% 6% 6 13 South Korea 8,815.1% 43% China 45,631.5% 45% The rest of Asia 93, % 57% Australia 3,113.3% 61% New Zealand 3,487.% 43% 9 46 The rest of the world 111, % 52% N/A 147, % 56% * Hotels, hostels and vacation villages. No data for camping available. Facts about Stockholm s tourism industry 29 15

16 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. Air 28 was a favorable year for air traffic to and from Stockholm, despite an incipient recession. The number of passengers at all of the airports in the Stockholm region increased over 27. The number of passengers increased by a total of 3.5 percent to 22.6 million. Arlanda is the leader with 8 percent of passenger flights, and the number of passengers grew by just over 1 percent in 28. Stockholm-Skavsta had 24 percent more passengers than in 27, thereby increasing its share of air traffic to and from Stockholm to 11 percent. Destinations in Europe are the beginning and end points for an ever greater share of airline trips. In 28 six out of ten passengers travelled from an airport in Europe. Destinations beyond Europe represent less than one airline trip in ten to and from the Stockholm region. But these were the destinations that grew the most during 28, by 3, or 19 percent. The number of airline passengers traveling internationally continued to grow during the year. Over a 1-year period international airline traffic has increased its share of the total number of passengers to and from Stockholm, from 59 to 71 percent. 73 passenger airlines make direct flights to 181 destinations from Stockholm Arlanda, of which 149 are foreign destinations. Stockholm-Skavsta has 55 direct routes. Air travel makes up 15 percent of travel by Swedes to Stockholm county. Ferries and cruises In 28 close to 11.4 million passengers traveled to or from Stockholm s ports (Stockholm, Kapellskär and Nynäshamn). Finnish traffic is still the leader, with 74 percent of passengers. The 27 decline in Finnish traffic turned around to a slight increase in 28. Currently an ever greater share of passengers are traveling to and from the Baltic countries. Dur- Table 5. Arriving and departing airline passengers 1998, (in thousands) Airports in the Stockholm region Source: LFV (the Swedish Civil Aviation Administration) and Luftfartsstyrelsen Stockholm Arlanda 16,148 16,254 17,11 17,539 17,877 18,17 Stockholm Skavsta 21 1,347 1,741 1,773 1,995 2,48 Stockholm Bromma 954 1,258 1,343 1,634 1,83 1,853 Stockholm Västerås Örebro Airport Total 17,562 19,188 2,492 21,214 21,938 22, Facts about Stockholm s tourism industry 29

17 Diagram 4. Arriving and departing airline passengers (in thousands) Airports in the Stockholm region Source: LFV (the Swedish Civil Aviation Administration) and Luftfartsstyrelsen 14, 12, Domestic Europe The rest of the world 1, 8, 6, 4, 2, ing the last ten years the Baltic share of passengers has grown from 5 percent to 11 percent. Baltic destinations and cruise traffic also saw the most favorable growth in 28. International cruise ship traffic has increased steadily since the 199s. In 28, 265 cruise ships put into Stockholm with 363, passengers. In 29, 293 cruise ships put into Stockholm with 443, passengers. Rail Approximately 9, long-distance trains (SJ) arrived or departed from Stockholm s central train station in 28. The number of passengers was 17 million, which is nearly unchanged from 27. Train travel makes up 3 percent of travel by Swedes to Stockholm. For trips where the destination is in the city of Stockholm, the train is used more often, almost as much as cars. Buses and cars Cars are the most common means of transport when Swedes travel to Stockholm. Nearly half of all trips in 28 were by car. The bus was chosen for 6 percent of trips. In 29 Stockholm was named the world s best city for bus tourism by the European bus industry. Diagram 5. Swedish trips to Stockholm county by means of transport, 28 Source: Resurs/TDB Air, 15% Rail, 3% Other, 2% Bus, 6% Car, 46% Table 6. Arriving and departing ferry passengers 1998, 24 28, Stockholm ports (in thousands) Source: Ports of Stockholm Finland 7,99 8,484 8,829 8,566 8,398 8,449 Baltic countries ,42 1,222 Poland Gotland ,71 1,75 1,137 1,156 Cruise visitors Total 9,445 1,611 11,154 11,13 11,26 11,364 Facts about Stockholm s tourism industry 29 17

18 Where visitors stay In 28 there were just over 24 million overnight stays in Stockholm county, which is approximately 66, overnight visitors per day in the county. In addition there were just over 5.2 million visits without an overnight stay. Commercial accommodation The number of overnight stays in commercial accommodation facilities in Stockholm county has grown steadily year after year, across economic cycles. In 28 the number of commercial overnight stays grew by 3 percent to 9.6 million*. 6.2 million, or 65 percent of these stays took place in facilities in the city of Stockholm. Hotels represent just of 8 out of 1 commercial overnight stays in Stockholm county. Hotels also represented the greatest increase in terms of volume in 28. On the other hand the rate of growth was significantly higher in hostels, where the number of overnight stays rose by 2 percent. Camping has also grown steadily for a long time, and in 27 it exceeded 1 million guest nights for the first time. * Including estimated but unofficial statistics for camping. The Swedish Agency for Economic and Regional Growth and Statistics Sweden have assumed responsibility for camping statistics as of 28. Camping statistics will also be historically revised in connection with this move. Other accommodation Most overnight stays in Stockholm county still take place in other types of accommodation than commercial facilities. However during the last five years overnight stays from other types of accommodation have declined from 75 percent to 6 percent of all overnight stays. Other types of accommodation are primarily overnight stays with friends and relatives, but overnight stays in places such as weekend cottages or pleasure boats also belong to this category. In 28 there were 14.7 million overnight stays in other types of accommodation in Stockholm county, 15, fewer than the year before. Staying with friends and relatives increased slightly, while weekend cottages and pleasure boats were used less than the previous year (27) due to the poor summer weather. While commercial overnight stays primarily take place in the city, the situation for other accommodations is the opposite. Seven out of ten overnight stays in other types of accommodation take place in the county outside Stockholm city limits. Day trips In addition to overnight stays, there are numerous day trips to Stockholm county. This does not include short trips over the county line, but rather only trips of at least 1 kilometers. In 28 there were just over 5.2 million day trips Stockholm county, Stockholm was the destination for more than eight out of ten of these trips. The number of day visitors in the entire country of Sweden has declined steadily since 22, but day trips rose by close to 5 percent over 27 in both the city and county of Stockholm. Leisure travelers were the leaders in day trips in 28, with 2.6 million coming from other parts of Sweden, 643, on Finland cruise ships and 362, on international cruise ships. 1.6 million day trips were for business purposes. 18 Facts about Stockholm s tourism industry 29

19 Diagram 6. Overnight stays in commercial accommodations, other accommodations and day trips , Stockholm county (in thousands) Source: Swedish Agency for Economic and Regional Growth and Statistics Sweden and Resurs Commercial accommodation Other accommodation Day trips 24, 2, 16, 12, 8, 4, Table 7. Overnight stays in all types of accommodation and day trips 1998, 24 28, Stockholm county (in thousands) Source: Swedish Agency for Economic and Regional Growth and Statistics Sweden and Resurs Hotel 5,913 6,276 6,73 7,254 7,622 7,884 Vacation village Camping ,19 912* Hostel Commercial accommodation 6,847 7,671 8,35 8,882 9,327 9,62 City of Stockholm s share 4,218 4,873 5,231 5,566 5,867 6,241 Weekend cottage 4,23 4,695 4,923 3,668 3,615 3,33 Friends/relations 11,382 14,319 12,798 13,341 1,362 1,878 Pleasure boat Other overnight stays 2,341 1, Other accommodation 18,334 21,12 18,722 17,713 14,855 14,74 City of Stockholm s share 5,931 6,626 5,54 5,596 4,385 4,551 Total overnight stays 25,181 28,773 27,27 26,595 24,182 24,36 City of Stockholm s share 1,149 11,499 1,735 11,162 1,252 1,792 Day trips 6,382 6,559 5,443 5,531 4,994 5,225 City of Stockholm s share 4,868 5,239 4,464 4,457 4,19 4,234 * Estimated unofficial statistics for camping. The table is based on preliminary statistics on commercial forms of accommodation. Facts about Stockholm s tourism industry 29 19

20 Table 8. Commercial overnight stays by nationality and type of accommodation 28, Stockholm county* Source: Swedish Agency for Ecoomic and Regional Growth and Statistics Sweden Hotels Hostels Cottages Total % % % % Total 7,9, , , ,74, Sweden 5,299, , ,25 6 5,767, Abroad 2,61, , , ,937, Made up by: Nordic region excl. Sweden 457, , , , Europe excl. the Nordic countries 1,414, , , ,662, Outside Europe 729, , ,993 5 Distribution by country: Denmark 116, , , Norway 184, , , Finland 148, , , Iceland 8, ,97 24 Germany 271,641 68, , , UK 311, , , Ireland 17, , ,45 6 The Netherlands 71, , , Belgium 29,815 4, ,53 1 Luxembourg 4, , France 12, , , Switzerland 58, , , Austria 28, , , Italy 131, , , Spain 95, , ,676 6 Portugal 13, , , Greece 16, , ,28 6 Turkey 1, , , Russia 15, , , Estonia 7, , Latvia 5, , , Lithuania 4, ,96 13 Poland 24, , , , Czech Republic 8, , ,816 6 Slovakia 2, , , Hungary 8, , ,79 22 The rest of Europe 85, , , US 216, , , Canada 23, , , Central&South America 2, , , Japan 56, , ,721 6 South Korea 6, , , China 42, , , The rest of Asia 88, , , Australia 21, , , New Zealand 2, , ,487 9 The rest of the world 13, , , N/A 146, , , * Hotels, hostels and vacation villages. No data for camping available. 2 Facts about Stockholm s tourism industry 29

21 Facts about Stockholm s tourism industry 29 21

22 Commercial accommodation facilities Hotels The number of available hotels in Stockholm county varies over the course of the year, from a minimum of 228 in July to a maximum of 266 in the fall. On average 24,7 hotel rooms were available in the county, of which 14,9 rooms or just over 6 percent were in the city. The number of hotels in Stockholm is increasing, and access to rooms is rising even faster. The number of hotel rooms increased by 4 percent in the county and 7 percent in the city over 27. The number of hotel rooms has increased by 12 percent, or approximately 2,5 rooms, in the county and 19 percent in the city since 23. Meanwhile the number of occupied rooms has increased by considerably more by 3 in the county and 36 percent in the city. The large addition of more hotel rooms over the last year (28) has caused the occupancy rate the Diagram 7a. Capacity, occupancy and lodging revenues in hotels 24 28, Stockholm county Source: Swedish Agency for Economic and Regional Growth and Statistics Sweden Diagram 7b. Capacity, occupancy and lodging revenues in hotels 24 28, city of Stockholm Source: Swedish Agency for Economic and Regional Growth and Statistics Sweden Number Room capacity per day Occupied rooms per day (occupancy rate, %) Revenues (MSEK) Number Room capacity per day Occupied rooms per day (occupancy rate, %) Revenues (MSEK) 3, 9, 3, 9, 25, 7,5 25, 7,5 2, 6, 2, 6, 15, 1, 55% 58% 61% 63% 62% 4,5 3, 15, 1, 64% 67% 69% 71% 7% 4,5 3, 5, 1,5 5, 1, Facts about Stockholm s tourism industry 29

23 number of rooms occupied to decline slightly despite having more guests and more occupied rooms. 7 percent of the available rooms in the city and 62 percent in the county were occupied. Capacity utilization varies widely, between weekdays and weekends, between the peak season and the off-season and among different types of hotels. 4- and 5-star hotels in the city s central districts and hotels at Arlanda have the highest occupancy rates. Table 9a. Capacity, occupancy and lodging revenues* in hotels 24 28, Stockholm county Source: Swedish Agency for Economic and Regional Growth and Statistics Sweden Number of hotels Room capacity (millions) Room capacity (in thousands) per day Occupied rooms (millions) Occupied rooms (in thousands) per day Occupancy rate, % Mon Thurs, % Fri Sun, % Revenues (MSEK) 4,129 4,517 4,97 5,712 6,166 Revenues per occupied room, SEK ,58 1,18 Revenues per available room, SEK Table 9b. Capacity, occupancy and lodging revenues* in hotels 24 28, city of Stockholm Source: Swedish Agency for Economic and Regional Growth and Statistics Sweden Number of hotels Room capacity (millions) Room capacity (in thousands) per day Occupied rooms (millions) Occupied rooms (in thousands) per day Occupancy rate, % Mon Thurs, % Fri Sun, % Revenues (MSEK) 2,838 3,1 3,419 3,965 4,389 Revenues per occupied room, SEK ,7 1,11 1,154 Revenues per available room, SEK * Lodging revenues excluding VAT and breakfast. Facts about Stockholm s tourism industry 29 23

24 24 Facts about Stockholm s tourism industry 29

25 The average rate for hotel rooms continues to increase. In 28 the average room rate was SEK 1,18 in the county and SEK 1,154 in the city. The rate for an occupied room has risen by close to 5 percent since 27, while revenues per available room have risen by less. Hotels revenues for occupied rooms (excluding VAT and breakfast) rose by 8 percent in the county to SEK 6.2 billion, of which SEK 4.4 billion was spent on hotels in the city of Stockholm. Diagram 8. Capacity, occupancy and lodging revenues by month 28, Stockholm county Source: Swedish Agency for Economic and Regional Growth and Statistics Sweden Number 3 Room capacity (thousands) per day Occupied rooms (thousands) per day (occupancy rate, %) Revenues (MSEK) % 55% 51% 62% 72% 64% 61% 68% 74% 66% 63% 48% Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Facts about Stockholm s tourism industry 29 25

26 Hostels During the summer months of 28 a maximum of 62 of the county s hostels were open in Stockholm county. During the off-season in January, only 39 were available. Unlike hotels, most hostels (4) are located outside the city of Stockholm. Hostel bed capacity rose by 1 percent over 27 to 3,794 beds per day. Meanwhile the number of occupied beds rose by 2 percent. Calculated over the entire year, 52 percent of beds were occupied. This was 5 percentage points more than in 27. However seasonal variations are substantial. In August 83 percent of the beds in the city and 68 percent of the beds countywide were occupied. The corresponding figures for January were 44 percent and 34 percent, respectively. In 28 lodging revenues for the county s hostels rose by an impressive 49 percent over 27, to MSEK 19 (excluding VAT and breakfast). This was the result of more occupied beds combined with higher rates. The average cost of a bed was SEK 265 in the county and SEK 277 in the city a respective increase of 25 percent and 31 percent over 27 procent. Diagram 9a. Capacity, occupancy and lodging revenues in hostels 24 28, Stockholm county Source: Swedish Agency for Economic and Regional Growth and Statistics Sweden Diagram 9b. Capacity, occupancy and lodging revenues in hostels 24 28, city of Stockholm Source: Swedish Agency for Economic and Regional Growth and Statistics Sweden Number Bed capacity per day Occupied beds per day (occupancy rate, %) Revenues (MSEK) Number Bed capacity per day Occupied beds per day (occupancy rate, %) Revenues (MSEK) 4, 2 4, 2 3, , , 15 3, 15 2, , , 52% 1 2, 1 1,5 1, 42% 43% 43% 47% ,5 1, 5% 52% 53% 58% 63% Facts about Stockholm s tourism industry 29

27 Cottage vacation villages There were 8 cottage vacation villages in Stockholm county in 28. The vacation villages almost exclusively target Swedish visitors. Most of the vacation villages are located in the archipelago. During the summer months the cottages are essentially full, while occupancy in the spring and fall is considerably lower. Capacity has declined somewhat since the previous year (27), while the number of occupied cottages remained nearly unchanged. Since 23 the number of beds has declined by barely 3 percent, while occupancy only declined by just over half. Thus the occupancy rate Diagram 1. Capacity, occupancy and lodging revenues for vacation villages 24 28, Stockholm county Source: Swedish Agency for Economic and Regional Growth and Statistics Sweden Number Capacity per day Occupied cottages per day (occupancy rate, %) 38% 34% 37% 4% 45% Revenues (MSEK) has risen during the most recent five-year period from 38 percent to 45 percent in 28. During 28 lodging revenues amounted to MSEK 16.8 (excluding VAT and breakfast). Camping 27 is the most recent year for which statistics on camping in Sweden are available.* At that point the number of overnight stays in county campgrounds exceeded 1 million. This means that just over one commercial overnight stay in ten took place in one of the county s approximately 2 campgrounds. Still, camping is less extensive in Stockholm than in other parts of the country. Stockholm is responsible for just over 5 percent of camping nights in the country, while the county s total share of commercial overnight stays is 19 percent. Swedes represent eight out of ten guest nights at county campgrounds. Among foreign camping guests, German tourists occupy a unique position with 9 percent of guest nights, followed by the Dutch with just over 3 percent. 3 out of 4 overnight stays took place in camping trailers. This is roughly the same proportion as for the country as a whole. Compared with the country as a whole, Stockholm has a somewhat higher share of overnight stays in camper vans, but fewer nights in cottages *The Swedish Agency for Economic and Regional Growth and Statistics Sweden assumed responsibility for camping statistics in Sweden in 28, and they have not released any statistics for camping yet (Nov. -9). Facts about Stockholm s tourism industry 29 27

28 Why people travel to Stockholm tourists/business travelers Stockholm attracts both tourists and business travelers. Business travelers were the dominant share of hotel guests for most of the year. If all visitors are included, then tourists significantly outnumber business travelers. As a metropolitan region Stockholm has a natural power of attraction, as a destination city for both travel and business. The city boasts a vibrant cultural life and a wide selection of national and international events, restaurants and shopping opportunities, with nearly everything conveniently located. Meanwhile, Stockholm is the leading business city in Scandinavia, with several areas that are strong internationally, such as life sciences, banking and finance, information and communication technology (ICT) and clean tech. A high degree of reliability and attractive pricing have helped Stockholm evolve into one of the world s leading destinations for conventions and travel. Over 3.5 million overnight stays took place in county hotels by visitors who were in Stockholm as tourists. To this figure should be added 1.7 million guest nights in hostels, vacation villages and campgrounds facilities that belong to the leisure travel market in all the important particulars and close to 15 million overnight stays in non-commercial accommodations. During the most recent 1-year period the number of leisure-related overnight stays at hotels rose by over 5 percent, while camping nights rose by two-thirds, and nights at hostels nearly tripled. Tourists who select a commercial accommodation are less influenced by the economy than business travelers. Business travelers made a total of 4.3 million overnight stays in hotels in Stockholm county during 28, of which 2.7 million were spent in the city of Stockholm. This is 3 percent higher than in 27, and an increase of just over 2 percent during the most recent 1-year period. 5.2 million people visited Stockholm during the day, which is equivalent to 14,3 people per day. 3.6 million of these day trips were made by tourists, and 1.6 million by business travelers. 28 Facts about Stockholm s tourism industry 29

29 Diagram 11. Overnight stays at hotels by business and leisure travelers , Stockholm county and city (in thousands) STOCKHOLMS COUNTY Source: Resurs Business Leisure 4,5 CITY OF STOCKHOLM Business Leisure 4, 3,5 3, 2,5 2, 1,5 1, Table 1. Overnight stays at hotels by business and leisure travelers 1998, 24-28, Stockholm county and city (in thousands) Source: Resurs STOCKHOLM COUNTY Business travelers 3,559 3,231 3,499 3,91 4,193 4,32 business 2,221 2,52 2,282 2,59 2,759 2,976 conference 1,338 1,179 1,217 1,41 1,434 1,344 Leisure travelers 2,354 3,45 3,231 3,344 3,429 3,564 group 997 1,122 1,126 1, leisure 1,357 1,923 2,15 2,328 2,489 2,618 CITY OF STOCKHOLM Business travelers 1,92 1,873 2,3 2,38 2,53 2,689 business 1,645 1,554 1,715 1,879 2,71 2,285 conference Leisure travelers 1,916 2,429 2,581 2,634 2,686 2,831 group leisure 1,227 1,649 1,748 1,899 2,23 2,171 Facts about Stockholm s tourism industry 29 29

30 International meetings and conventions Stockholm is one of the world s most popular convention cities. Every year hundreds of international meetings and conventions are held which attract thousands of visitors to Stockholm. Corporate meetings and incentive trips Since 24, Stockholm has more actively created an identity as a location for international corporate meetings. Interest in Stockholm as a destination has also increased among international companies in recent years. The number of inquiries more than doubled between 26 and 27. The boom continued in 28, and the number of inquiries rose by 22 percent despite an incipient recession. Conventions Stockholm is one of the world s most popular convention cities. In 28 Stockholm was number eight in the world, according to a ranking by the International Congress and Convention Association, ICCA. A record number of international conventions were also organized in Stockholm in 28: 135, or 16 more than in last year. The number of participants, close to 6,, was about the same as for last year. Conventions in the areas of medicine and psychology dominated, as in every other year. On one hand numerous conventions are about these subject areas, but above all the truly large conventions usually concern these subject areas. The 33rd Congress of the European Society for Medical Oncology and the Annual World Dental Congress both drew around 1, participants. In 28 the average convention participant stayed for 4.5 days and spent a total of approximately SEK 13,5. Diagram 12. International conventions in Stockholm, Source: Stockholm Visitors Board Diagram 13. International convention participants in Stockholm, (in thousands) Source: Stockholm Visitors Board Facts about Stockholm s tourism industry 29

31 Diagram 14. International convention-related overnight stays in Stockholm, (in thousands) Source: Stockholm Visitors Board Diagram 15. International convention participants by subject area in Stockholm, 28 Source: Stockholm Visitors Board National and municipal government, 7% Technology/statistics/chemistry, 7% Industry/ business, 7% Other, 23% Medicine/ Psychology, 61% Meeting and convention capacity Stockholm has a robust capacity for meetings and conventions. It is the home of Stockholm International Fairs, which is the largest convention facility in Northern Europe, the centrally located Stockholm City Conference Centre which is one of the largest facilities in Scandinavia, and new addition Kistamässan, which is strategically located at the heart of Kista Science City. Moreover there are numerous conference hotels, universities and colleges in Stockholm with the capacity for both large and small conferences. During the year Stockholm International Fairs organized 73 trade fairs which attracted 937, visitors, as well as 42 large conventions and 2,4 meetings which were attended by more than 312, visitors. Stockholm City Conference Centre organized over 17 conferences and conventions, with over 1, participants. Kistamässan opened in September 28. The facility, which has premises totaling 15, m2 (two thirds of which are exhibition space), has the capacity for trade fairs, conventions and conferences for up to 1,4 people, and events and concerts for up to 4,5 people. Facts about Stockholm s tourism industry 29 31

32 Visitor destinations in Stockholm Stockholm has an extremely rich array of attractions. Six of Sweden s ten most popular tourist destinations are in Stockholm. The visitor destinations are in the worlds of museums, sports arenas, activities, culture, theater, music and dance. In 28 there were 26 million visits to the destinations and attractions in Stockholm county that are included in the Swedish Agency for Economic and Regional Growth s database of visitor destinations in Sweden. Eight of these destinations attracted more than a million visitors each. The top destinations were Kulturhuset, Skansen and the Globe Arenas, with over 1.3 million visitors each. As in previous years, the Vasa Museum was one of the most-visited museums of the county s over 6 museums, with over 1.1 million visitors, followed by the Moderna Museum and the National Museum. As far as cultural monuments are concerned, the most visitors were drawn by the Royal Palace, Storkyrkan and City Hall. The largest arenas for activities are the Globe Arenas, Stockholm International Fairs, Råsunda and Cosmonova. The Stadsteatern and Dramaten theaters are in a class by themselves in the theater category, based on the number of visitors and performances. 32 Facts about Stockholm s tourism industry 29

33 Table 11. The 5 largest visitor destinations in Stockholm county, 28 Source: Stockholm Visitors Board Number Destination visitors 1 Kulturhuset 2,552,83 2 Skansen 1,352,245 3 Globe Arenas 1,317,429 4 Archipelago tours, Strömma Group 1,38, 5 Stockholm International Fairs 1,249,431 6 Eriksdalsbadet swimming center 1,217,28 7 Vasa Museum 1,143,44 8 Gröna Lund 1,113,752 9 Moderna museet 5, 1 Royal Palace excl. The Royal Armoury 495, Storkyrkan 475, 12 National Museum 474, Råsunda 431, Sydpoolen swimming pool 46,54 15 Casino Cosmopol 43, Junibacken 4, 17 Stadsteatern 368,63 18 Swedish Museum of National History 346, City Hall 32,648 2 Acquarium/Skansen 315, 21 Museum of Science and Technology 35,43 22 The Kaknäs tower 295, 23 Cosmonova 286,78 24 Steninge Palace Cultural Center 247, Tom Tits Experiment 245,63 Number Destination visitors 26 The Royal Opera 24, Aquaria 239, Solvalla 225, Cirkus 218,589 3 Medelhavsmuseet 216, Royal Dramatic Theater (Dramaten) 21, Taxinge Palace 21, 33 Parkteatern 28,3 34 Konserthuset 23,6 35 Royal Palace, Royal Armoury 22, Nordiska museet 199, City Museum 191, 38 Stockholm Stadium 187,35 39 Hågelbyparken 175, 4 S:t Jakobs Kyrka 165, 41 S:t Clara Kyrka 165, 42 Prins Eugen s Waldemarsudde 162,98 43 Postmuseum 145, Nobel Museum 145,79 45 Berwaldhallen 135, 46 Torekällbergets museum 135, 47 Östasiatiska museet 133, Absolute Ice Bar 132,32 49 Historiska museet 13,53 5 Folkens museum, Etnografiska 127,389 Facts about Stockholm s tourism industry 29 33

34 Events in Stockholm Stockholm is an international event city. Numerous events are hosted every day, attracting millions of visitors to Stockholm every year. Many of these events attract wide attention in the mass media both nationally and internationally. Stockholm is characterized by numerous events year-round. Many are annual events, while others are more unique in nature. What they have in common is that they attract numerous visitors. The percentage of visitors attracted to Stockholm for the events varies. A Taste of Stockholm and the Stockholm Cultural Festival attract many visitors, not only Stockholmers even if the latter are in the majority. But a large portion of the visitors are in Stockholm for other reasons, on vacation or in order to visit friends and relatives. The situation is the reverse with people who have come for events such as the Elitloppet race, Scandinavian Masters or Tjejmilen, where nine out of ten visitors are in Stockholm primarily for the event. Event capacity Stockholm has a robust capacity for events. Stockholm Globe Arenas is Scandinavia s largest and most flexible event space, in a class unto itself. Stockholm International Fairs is the largest trade show facility in Northern Europe, and Stockholm Stadium is the world s oldest Olympic arena still in use. In addition there are numerous arenas and event spaces in Stockholm with capacity for both large and small events. Diagram 16. Revenues and unique visitors from several events in Stockholm Source: Stockholm Visitors Board Unique visitors 1, 2, 3, 4, 5, 6, Where the action is 29 Melodifestivalen 26* Tjejmilen 27 Stockholm Cultural Festival 27 Allsång at Skansen 27 Scandinavian Masters 27 Elitloppet 27 Sweden Denmark (soccer) 29 Europride 28 NHL premier 29 Bruce Springsteen 29 Volvo Ocean Race 29 5 * N/A, unique visitors Revenues 34 Facts about Stockholm s tourism industry 29

35 Stockholm on the water The city s waterways flow out to Stockholm s large archipelago with around 3, islands and, islets and skerries. Hundreds of thousands of Stockholmers and tourists spend their vacations in the archipelago every year. Waxholmsbolaget and Strömma Kanalbolaget are the largest companies plying Stockholm s waters. Waxholmsbolaget also manages the Djurgården ferry and Strömma Kanalbolaget offers day and evening tours in the archipelago and on Lake Mälaren. Despite the poor weather, the number of archipelago boat passengers rose by just over 2 percent to just over 3.1 million in 28. However port traffic has gradually declined over the course of this decade. Diagram 17. Passengers, Waxholmsbolaget & Strömma Kanalbolaget, (in thousands) Source: Waxholms Ångfartygs AB, Strömma Kanalbolaget 3,5 3, 2,5 2, 1,5 Archipelago traffic Port traffic Pleasure boats From May to September , visitors stayed overnight on the 15, pleasure boats that dropped anchor in the archipelago s most popular natural harbors. Although the weather in the summer wasn t the best, the number of visits rose by 5 percent over 27. An unknown number of day visits should be added to this figure. 1, Diagram 18. Passengers by month 28, Waxholmsbolaget (in thousands) Source: Waxholms Ångfartygs AB 5 Archipelago traffic Port traffic Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Facts about Stockholm s tourism industry 29 35

36 How long visitors stay Visitors who spend the night in Stockholm stay for an average of 2.5 nights. Visitors who stay at hotels stay for the shortest time. Campers and people spending the night on pleasure boats spend the longest time in Stockholm. The length of stay for people visiting Stockholm does not vary a great deal from year to year. For commercial types of accommodation, hotel guests have the shortest stays at 1.7 nights on average, and camping guests stay the longest at 5.9 nights. Stays with friends and relatives are often quite short an average of 2.2 nights in 28. People ordinarily stay somewhat longer in accommodations that they own such as weekend cottages or pleasure boats, or in rental cottages. Diagram 19. Average number of nights spent by visitors in different types of accommodation Stockholm county and city, 28 Source: Resurs Stockholm county City of Stockholm Overnight trips, total Hotel Other accommodation Friends and relatives Own weekend cottage/ apartment Camping Cottage, rented privately Pleasure boat Nights per trip 36 Facts about Stockholm s tourism industry 29

37 How much visitors spend Business travelers at the county s hotels are the category of visitors who spend the most money per day during their stay in Stockholm. People staying in weekend cottages and pleasure boats spend the least. Visitors daily spending has declined slightly from previous years. There is a great difference in how much money is spent by different categories of visitors during their stay in Stockholm. Business travelers staying in hotels had the most outstanding spending in 28 at SEK 2,289 per day. Of course the accommodations were responsible for a large share of their expenses. Leisure travelers staying in hotels spent SEK 1,362 per day. Business travelers increased their daily expenses by 3 percent over 27, while leisure travelers consumption was 9 percent lower than in 27. The daily costs for people staying in commercial accommodation types other than hotels are significantly lower. Camping guests spent SEK 35 per day, people staying in cottage vacation villages spent SEK 511 and people staying in hostels spent SEK 42. Visitors staying with friends and relatives had a daily consumption rate of SEK 317. People staying in weekend cottages or pleasure boats were the category of visitors who spent the least per day. Hotel guests don t only spend more money than the others on their accommodations. They have the highest expenses per day for most types of expenses. For visitors with relatively low accommodation costs, food is a big expense item instead. This is the case for example for people who are camping or staying in weekend cottages, pleasure boats or with friends and relatives. When the length of time visitors stay in Stockholm is taken into account, the spending differences between hotels and other types of accommodation diminish somewhat. Tabell 12. Consumption per visitor and day in Stockholm county and city, 28 City of Stockholm figures in parentheses Source: Resurs Comparison SEK 8/7, % Hotel 1,841 (1,865) 1 ( 4) business travel 2,289 (2,395) 3 ( 1) leisure travel 1,299 (1,362) 9 ( 8) Vacation village 511 N/A N/A Camping 35 (37) 3 (4) Hostel 42 (419) () Weekend cottage 173 N/A 12 N/A Friends/relations 317 (476) 1 (15) Pleasure boat 199 (26) 41 (44) Other 522 (713) 45 ( 24) Day trip visitors 514 (614) 1 () N/A = Not applicable Facts about Stockholm s tourism industry 29 37

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