Ports of Stockholm. Importance of ferry passengers for the Stockholm region

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1 Ports of Stockholm Importance of ferry passengers for the Stockholm region

2 Contents Ports of Stockholm Ferry Survey 2013 Summary 3 The survey 4 The passengers 9 The journey 14 The visit 19 Consumer spending 24 During 2012/2013 Ports of Stockholm carried out its third survey of ferry passengers visiting Stockholm. Every year more than 11 million passengers travel by ferry via a Ports of Stockholm port. If the international cruises during the summer season are added, passenger numbers are almost 12 million. In addition, almost 4 million passengers use the archipelago boats and waterborne city traffic each year. This report presents survey results for the more than 11 million ferry passengers. Around 30 percent of all ferry passengers belong to the target group for this survey. The target group was defined as people spending at least two hours in Stockholm, but non-resident in Stockholm. For this reason we have called the survey target group visitors to Stockholm. 2

3 ports of stockholm ferry survey 2013 summary Ferry passengers an important part of Stockholm s tourism industry Every year more than 11 million passengers travel by ferry via a Ports of Stockholm port. Ferry passenger consumer spending while in Stockholm equates to almost SEK million over the year. Ferry passenger consumer spending generates employment that equates to more than FTEs annually.* Half of those who stay in Stockholm overnight stay in hotels. This equates to seven fully booked hotels every day, all year round. According to 41 percent of the visitors to Stockholm, the main purpose of their trip is to relax and enjoy the time spent on the ferry. As many as 95 percent are satisfied with their visit to Stockholm. Three in four believe they will return within five years. * Full-time equivalent employment positions. Based on Facts about Stockholm s tourism industry issued by the Stockholm Visitors Board. 3

4 ports of stockholm ferry survey 2013 the survey The survey This is the third time Ports of Stockholm has performed a comprehensive ferry passenger survey. Previous surveys were carried out in 2004/2005 and 2008/2009. The survey focuses on Baltic Sea ferry traffic and has the purpose of gathering demographic data for the ferry passengers who visit the County of Stockholm in connection with their voyage. What do they do in the county? How much do they spend? What importance do they have for the economy of the Stockholm region and for employment? The survey was performed by Sweco Eurofutures, from summer 2012 until spring To collect even more reliable data some changes were introduced compared to the previous surveys. Above all, there were more data collection occasions. Target group scope and stratification During the data collection period eleven million ferry passengers travelled via a Ports of Stockholm port. The majority of the ferry passengers are included twice in this statistic, however, as both arriving and departing passengers. For this reason the numbers have been divided by two, to provide statistics for individual passengers. The survey target group was ferry passengers spending at least two hours in Stockholm in connection with their journey. Only passengers non-resident in the County of Stockholm and over 15 years of age were included. Around 30 percent of all ferry passengers were survey target group passengers. This means that 1.7 million passengers belong to the visitors to Stockholm survey target group. All of the Ports of Stockholm terminals that handle passenger traffic were included in the survey. Six main destinations could be identified; Finland, Latvia, Estonia, Poland, Russia and Gotland. International cruise ship passengers and commercial drivers are not included in the survey. For practical reasons the survey only addressed passengers departing by ferry. A precondition for being able to answer the survey questions was that passengers must have had time to visit Stockholm. But as those who arrive by ferry but depart by other means are also important in assessing impact on tourist revenue, this category has been assumed to spend an average of that of the other two categories, i.e. those arriving by ferry and those arriving and departing by ferry. See the table below. Number of ferry passengers per destination during the survey period, total and target group Turku/Naantali Helsinki Mariehamn Gotland Estonia Latvia Russia Poland Total Number of arriving and 3,028,375 2,273,215 2,453,641 1,172, , , , ,735 10,910,517 departing passengers Number of arriving and 1,514,188 1,136,608 1,226, , , ,632 85,894 63,368 5,455,259 departing passengers divided by two Proportion in 33% 37% 8% 16% 53% 56% 73% 50% 30% target group Number in target group 499, , ,455 94, , ,055 62,659 31,489 1,661,588 4

5 Arriving and departing ferry passengers 2002, via Ports of Stockholm (1000s) Finland 7,915 8,398 8,449 8,545 8,446 8,286 8,089 The Baltic states 461 1,042 1,222 1,441 1,601 1,755 1,809 Poland Russia Gotland 984 1,137 1,156 1,188 1,209 1,176 1,179 Total 9,478 10,745 11,001 11,318 11,409 11,501 11,393 Source: Facts about Stockholm s tourism industry 2012 (Stockholm Visitors Board AB). Refers to all passengers, including commercial drivers. 5

6 ports of stockholm ferry survey 2013 the survey How the survey was performed A questionnaire form was compiled by Sweco Eurofutures, in consultation with Ports of Stockholm. This included questions about the visitors themselves, their journey and their visit to Stockholm. The questions about their visit to Stockholm concerned the duration of the visit, any overnight stays, spending costs already incurred and those anticipated in connection with the return journey, positive and negative experiences and views on returning. The questionnaire was prepared in nine languages. Data collection took place on site at the ferry terminals. Sweco s interviewers asked a random selection of departing passengers about their place of residence, and if the passenger was non-resident in the County of Stockholm the interviewers asked how long they had spent in Stockholm. The answers to these questions were recorded as supporting data for estimating the number of passengers in the visitors to Stockholm target group. A questionnaire form was given out to those who fulfilled the criteria. Data collection was performed over four measurement periods, to reflect seasonal variations: summer 2012 (June August), autumn 2012 (September November), December 2012 and spring 2013 (January May). There is also reason to expect that passenger profiles and behaviours differ between weekdays and weekends. Such variations are covered by the distribution of interview occasions. Compared to previous surveys there is an increase in the number of departures included in the survey. This resulted in a greater number of respondents, just over More interview occasions gave better possibilities to cover different parameters, such as the time of year, day of the week, destination and terminal. Chance variation bias in the type of passenger at a particular departure has far less impact on the results if a greater number of departures are represented. The proportion of passengers in the target group is therefore estimated more accurately from more reliable data than in previous surveys. Number of arriving and departing ferry passengers by destination June 2012 May 2013 (1000s) Turku/Naantali 3,028 Mariehamn Helsinki Gotland Estonia 913 1,173 2,454 2,273 Latvia 771 Russia Poland s ,000 1,500 2,000 2,500 3,000 3,500 6

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9 ports of stockholm ferry survey 2013 passengers 11 million passengers the majority from Finland Each year more than 11 million passengers travel by ferry via a Ports of Stockholm port. Passengers from Finland predominate four in ten come from Finland while Swedes make up the majority on ferries to Gotland and Mariehamn. Where passengers travel to depends to a certain extent on the season. Gotland is a typical summer destination and July is by far the major travel month for most of the destinations. Most of the passengers have previously visited Stockholm and almost one in two have been to the city ten times or more. The majority of first-time visitors are found in passengers travelling farthest. All ages are well represented and the gender distribution for visitors to Stockholm is relatively equal. 9

10 ports of stockholm ferry survey 2013 passengers More than 11 million ferry passengers More than 11 million passengers travel each year by ferry to and from Stockholm. The majority of ferry passengers are included twice, both as arriving and departing passengers. For this reason the numbers have been divided by two, to provide statistics for individual passengers. Around 30 percent of all ferry passengers were survey target group passengers. This means that 1.7 million passengers are over 15 years of age, live outside the Country of Stockholm and spend at least two hours in the capital city. Finnish passengers predominate In terms of total numbers, traffic to and from Finland predominates more than seven in ten travel to different destinations in Finland. Where passengers travel to depends to a certain extent on the season. Gotland is a typical summer destination and July is by far the major travel month for most of the destinations. In August the number of passengers on their way to Latvia and Russia reaches a peak. The proportion of departing passengers in the target group also varies between destinations. Mariehamn differs particularly from the other destinations as many of those travelling live in Stockholm, or arrive by car or bus directly at the terminal and therefore spend no time in Stockholm. The opposite is true on the ferries to Russia. Here almost three in four are target group passengers. The destinations that have the fewest number of passengers appear to have the highest proportion of target group passengers. Correlation between destination and nationality Passengers from Finland are the predominant visitor nationality, and contribute four in ten visitors to Stockholm, while Swedes represent two in ten visitors. There is naturally a correlation between nationality and destination: Finns are the predominant visitors to Stockholm from the destinations of Turku/Naantali and Helsinki, Estonians predominate on the Estonian ferries and Latvian passengers predominate on the Latvian routes. Visitors from Poland account for almost nine in ten respondents for destinations in Poland and visitors from Russia account for seven in ten respondents on the ferries to St. Petersburg. Swedish visitors form the majority of respondents when the destination is Gotland or Mariehamn. Proportion in the survey target group, visitors to Stockholm (%) Russia 73 Latvia 56 Estonia 53 Poland 50 Helsinki 37 Turku/Naantali 33 Gotland 16 Mariehamn 8 Total 30 % Number of visitors to Stockholm (1000s) Turku/Naantali 500 Helsinki 418 Estonia 240 Latvia 214 Mariehamn Gotland Russia Poland s

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12 ports of stockholm ferry survey 2013 passengers All ages and equal gender distribution Men predominate on the Poland ferries, but elsewhere the gender distribution is relatively equal. Seven in ten passengers who travel alone, often because of a conference or work-related journey, are male. Women form the majority of passengers travelling with children. Many have been to Stockholm before Most of the passengers have previously visited Stockholm. Fewer than two in ten are first-time visitors to the city. Almost one in two have been to the city ten times or more. Among the Swedish visitors travelling by ferry to Gotland or Mariehamn there are very few first-time visitors to the city. The greatest proportion of first-time visitors to Stockholm are found among passengers departing to St. Petersburg and Latvia. Almost all of the Swedes surveyed had previously travelled to or from Stockholm, and most of these had done so more than ten times. Among the visitors from Finland and Estonia there were many who had previously visited the city. A significant majority also had previous experience of travelling by ferry from Stockholm during the past two years. The greatest proportion of visitors to Stockholm who had not travelled from the city by ferry before were found among people travelling farthest. Passengers travelling on their own regularly used the transport route. What country do you live in? (%) Proportion who had previously visited Stockholm (%) Finland 38 Sverige 21 Estonia Latvia 9 9 Russia 8 Poland 2 Other European country 8 Rest of 5 the World % Mariehamn Gotland Helsinki Estonia Turku/Naantali Poland Latvia Russia 52 Total 83 %

13 ports of stockholm ferry survey 2013 passengers Proportion who had travelled by ferry via Ports of Stockholm in the past two years (%) Gotland 89 Mariehamn 85 Estonia 75 Turku/Naantali 71 Helsinki 69 Poland 64 Latvia 63 Russia 28 Total 70 % How many times have you travelled by ferry via Ports of Stockholm in the past two years? (%) Never, 30% Once, 11% 2 4 times, 34% 5 9 times, 10% 10 times or more, 15% How many times have you previously visited Stockholm? (%) Never, 17% Once, 5% 2 4 times, 17% 5 9 times, 14% 10 times or more, 47% 13

14 ports of stockholm ferry survey 2013 the journey The journey is the purpose for many There are many good reasons for taking a ferry to or from Stockholm. As many as 41 percent of visitors to Stockholm say that the boat trip itself, to relax and enjoy themselves, is the main reason for the journey. The ferries to Gotland and Poland, and to a certain extent to Turku/Naantali, are often selected as a means of transport. For transport route journeys the price is more important than for pleasure trips. Seeing the archipelago and being on the sea are given as reasons by passengers on pleasure trips and by those travelling longer distances. Taking a trip together with a partner is the most common reason, especially among the older visitors. More men travel alone, often on work-related journeys, and more women travel with children. Travelling companions vary depending on nationality and destination. 14

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16 ports of stockholm ferry survey 2013 the journey Enjoyment aboard is important The purpose of the journey is closely correlated with the destination. Gotland and Poland ferries are primarily used as a means of transport. It is mostly private travel on the Gotland ferries, while people travelling to and from Poland are just as likely to be travelling for commercial reasons. We also see quite a lot of transportrelated travel on the ferries to Turku/Naantali. It is in conjunction with these transport-related journeys that we see the majority of people travelling alone. For all of the other destinations more than half of the passengers say that the time spent aboard the ferry is the most important aspect. This applies particularly for the St. Petersburg and Mariehamn ferries. Comfort and relaxation are important reasons for choosing a ferry for the journey, regardless of the purpose of the trip, but for visitors who are on pleasure trips this is naturally of even greater importance. Price is the most important aspect for just over 25 percent of visitors to Stockholm, and is particularly important for those travelling for transport reasons. This group also says that driving to their destination is not an alternative and that taking a ferry is the quickest way. Price is less important as passenger age increases. Seeing the archipelago and being on the sea are stated primarily by visitors on pleasure trips and by those travelling longer distances. Return ferry trip Among the visitors to Stockholm there are just as many who are on their way home as there are on the way to their travel destination. The vast majority choose to travel there and back by ferry. Other means of travel are by plane as a first choice, but bus, train and car are almost as common. A partner is most often the travelling companion A husband, wife, girlfriend or boyfriend is the most usual travelling companion. Men more often travel alone than women, often using the ferries as a means of transport. More women than men travel together with their children. Four in ten women, and three in ten men, have other travelling companions. Visitors from Russia often travel with their entire family, both partner and children, on the trip. The proportion travelling with children is however highest among visitors from Finland. People travelling alone most often come from Poland, Latvia and Estonia. To be on the ferry (enjoyment/relaxation/shopping) Transport to the destination (work-related journey) Transport to the destination (private journey) Part of a longer journey Conference on the ferry Other What is the main purpose of your journey? (%) % What are the most important reasons for you choosing to travel by ferry? (%) Comfort/relaxation 46 Cheapness 28 Enjoy the archipelago and the sea 21 Cannot go by car Part of a charter/ group trip Had no alternative Quickest way to the destination Other %

17 Are you travelling alone or with others? (%) Number of travelling companions (%) Alone 20 Together with my partner (husband/wife/girlfriend/boyfriend) Together with children 0 18 years old Together with children over 18 years old person, 20% 2 people, 35% 3 4 people, 26% 5 9 people, 11% 10 people, 8% Together with others 33 %

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19 ports of stockholm ferry survey 2013 the visit Satisfied visitors to Stockholm who want to come back As many as 95 percent of the visitors are satisfied with their visit to Stockholm. The beauty of the city, the historic sites and the people of Stockholm are the main attractions. A great number of the visitors are returning guests, and they often travel by ferry both to and from Stockholm. Three in four say they are certain they will return within five years. This applies above all to Swedes and Finns, but there are also many who want to return among the Russian and non-european visitors. Four in ten stay overnight in Stockholm, with almost half staying in hotels. This is the equivalent of 1000 rooms, or seven fully-booked hotels, every day of the year. 19

20 ports of stockholm ferry survey 2013 the visit Four in ten stay overnight Four in ten stay overnight in Stockholm. The majority of those who stay overnight are visitors travelling on the ferries to Poland and Gotland. In terms of nationality, the proportion of overnight stays is highest for visitors from Poland and among non-european visitors. In contrast there are no major differences between those who have visited Stockholm before and first-time visitors. Seven fully-booked hotels every day Of the visitors to Stockholm who stay overnight, almost half stay in hotels. But there are also many who stay with family or friends. The latter is particularly true for Swedish visitors on the way to Gotland or Mariehamn, but also for other visitors and destinations. The picture becomes clearer when nationality is taken into account. Two-thirds of the overnight visitors from Finland and visitors from non-european countries stay in hotels. Half of the overnight visitors from Russia and from elsewhere in Europe also stay in hotels. It is mainly younger visitors to Stockholm from elsewhere in Europe who choose hostels or camping. Visitors travelling alone also more often choose hostels or camping, or stay with family or friends. For pleasure trips and leisure travel, visitors more often stay with family and friends in Stockholm. Those travelling longer distances, and also often come from farther away, normally stay in hotels. Visitors in Stockholm for the first time often choose hotels, hostels or camp sites. The number of overnight hotel stays was estimated to be just over during the survey period. If we assume that visitors who travel alone stay in a single room and those travelling together stay together in a double or twin room, that means occupied hotel rooms. This is the equivalent of almost 1000 rooms, or seven fully-booked hotels, every day of the year. 20

21 ports of stockholm ferry survey 2013 the visit How much time have you spent in Stockholm in connection with this trip? (%) day, 66% 2 days, 13% 3 9 days, 17% 10 or more days, 4% Poland Gotland Turku/Naantali Latvia Helsinki Estonia Mariehamn Russia Total Stayed overnight in Stockholm (%) What was your main type of accommodation during your Stockholm visit? Visitors who stayed overnight (%) Hotel, 47% Other paid accommodation (hostel, camping), 9% With family/friends, 35% Other type of accommodation, 9% %

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23 ports of stockholm ferry survey 2013 the visit Satisfied travellers appreciate the beautiful, clean and friendly city Almost all of the visitors are satisfied with their visit to Stockholm. The majority choose the highest score of very satisfied. Those who stay longer than only a day-visit are very satisfied to a higher degree than the day visitors. Least satisfied are the conference visitors. The visitors to Stockholm were asked to describe the best and worst aspect of their visit in their own words. Many of the replies were about the city s beauty, the architecture and the cleanliness of the city. Some named specific attractions, such as the Old Town (Gamla stan), museums and the amusement park. Others named the atmosphere and the friendly people. Hotels and accommodation were cited by some, the food and restaurants by others, as well as shopping. Communications and ease of travelling around the city were also appreciated. For some the most positive aspects were family, friends and travelling companions. On the minus side high prices, queues, waiting times, stress and the weather were cited. Other negative experiences concerned traffic, public transport and taxis. Three in four return Many visitors return, and three in four are certain they will visit Stockholm again within five years. This is especially true if Gotland or Mariehamn is the destination. Six in ten believe they will return to the city by ferry. A lower proportion, but still as many as 59 percent of visitors to Stockholm who come from farther away are certain they will return. More than eight in ten visitors who have been to Stockholm before are certain they will return. Of the first-time visitors, seven in ten believe they will return. Those who are certain the answer is yes are mostly visitors from Sweden and Finland. Among Russian visitors the equivalent proportion is five in ten and among non-european visitors the answer is three in ten. Reasons for returning are stated as love of the city, having relatives or friends in the city, or working in Stockholm. Those who believe they will travel to Stockholm by ferry again describe the journey as cheap, relaxing or attractive in some other way. Cost, distance and lack of time are given as reasons for not returning. Do you think you will visit Stockholm again within the next five years? (%) Definitely, 75% Probably, 14% Maybe, 9% Probably not, 2% Definitely not, 1% Do you think you will travel to/from Stockholm again by ferry within the next five years? (%) Definitely, 61% Probably, 22% Maybe, 14% Probably not, 3% Definitely not, 1% Proportion who are certain they will travel to/from Stockholm again by ferry within the next five years (%) Gotland 77 Mariehamn 66 Estonia 65 Latvia 65 Helsinki 59 Turku/Naantali 57 Poland 51 Russia 36 Total 61 %

24 ports of stockholm ferry survey 2013 consumer spending SEK million and FTEs annually Visitors to Stockholm spend an average of SEK during their time in Stockholm, and believe they will spend an average of SEK 612 in connection with their homeward journey. This means that the average spending of visitors to Stockholm is SEK 3 017, which equates to SEK million over the year. Shopping tops the spending list, followed by restaurant visits and accommodation. Almost half of all visitors buy grocery items and more than one-third buy clothes, shoes and accessories. Almost one-fifth of total tourist consumer spending comes from ferry passengers. Revenue from ferry passengers generates employment equivalent to more than FTEs (full-time equivalent employment positions) annually.* * Based on Facts about Stockholm s tourism industry issued by the Stockholm Visitors Board. 24

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26 ports of stockholm ferry survey 2013 consumer spending Shopping tops the list followed by accommodation and restaurant visits Visitors to Stockholm report average spending of SEK during their visit. Visitors to Stockholm spend an average of SEK 896 on shopping. Accommodation (SEK 422) and restaurant visits (SEK 494) represent one-fifth of the total expenditure, respectively. Costs aboard the ferry are not included. Expenditure increases with the duration of the visit. Visitors to Stockholm who spend four days or more in the city spend almost SEK 6 000, those who stay three to four days spend just over SEK 4 000, while visitors who stay one day spend just over SEK There are no dramatic differences between the spending of men and women, and the visitor age has no impact either. Overall, first-time visitor and returning visitor spending is approximately the same. Visitors who spend most come from Poland, as they often stay longer. Finnish visitors spend the most per day. Visitors from Estonia, Latvia and the rest of the World spend the least per day. People travelling with children spend more than those travelling with other companions or travelling alone, not least when it comes to shopping. Stockholm visitors travelling on longer journeys have the highest expenditure. Visitors attending conferences spend a lot each day, but stay for shorter durations. Visitors on pleasure trips spend relatively little in the city. The lowest expenditure per day is seen for visitors who have stated transport route as the main reason for their journey. Spending per person is highest during the summer, when more people stay for a longer time. Calculated on a day by day basis, visitors to Stockholm spend most in December. During the summer more is spent on entertainment and sightseeing. Spending during the visit (SEK) Spending during the visit, average amount (SEK) Shopping, 37% (SEK 896) Restaurants/cafés, 20% (SEK 494) Accommodation, 18% (SEK 422) Travel, 8% (SEK 182) Entertainment, 7% (SEK 166) Sightseeing/tourist attractions, 5% (SEK 132) Other, 5% (SEK 112) Total, 100% (SEK 2,405) Poland Turku/Naantali Helsinki Russia Latvia Estonia Gotland Mariehamn Total 3,139 2,338 2,036 1,996 1,713 1,606 1, ,990 SEK 0 1,000 2,000 3,000 4,000 5,000 6,000 7,000 26

27 ports of stockholm ferry survey 2013 consumer spending Spending per day during the visit, average amount (SEK) What did you buy during your visit to Stockholm? (%) Poland Turku/Naantali Helsinki Russia Mariehamn Gotland Estonia Latvia Total ,117 1,068 1,261 SEK ,000 1,200 1,400 Grocery items Clothes/shoes/accessories Handicrafts/souvenirs Home furnishings Glass/crystal/porcelain Antiques Other Nothing %

28 ports of stockholm ferry survey 2013 consumer spending What do visitors to Stockholm buy? Shopping is the single largest spending category. In contrast to previous surveys, grocery items are also included in this category. Almost one in two visitors buy grocery items during their visit to Stockholm; six in ten for visitors from Poland, Latvia and Estonia, compared to three in ten for visitors from the rest of Europe, the rest of the World and from Sweden. Four in ten buy clothes, shoes and accessories; more of the women than men and more of the younger visitors than the older ones. Almost one in two of the visitors from Estonia, Finland and Poland buy clothes. People travelling with children generally spend more on shopping. Some say that they have bought glass, crystal or porcelain. These are popular purchases for Russian and non-european visitors, who also buy handicrafts and souvenirs. In total 16 percent of visitors buy handicrafts and souvenirs. Other goods, such as CDs, books, electronic goods, sporting equipment, alcohol and petrol are bought by 13 percent of visitors. Estimated consumer spending of SEK million With around 1.7 million visitors to Stockholm spending an average of SEK 2 405, the estimated consumer spending is around SEK million. The fact that many visitors return to Stockholm as part of their homeward journey must also be considered, however, to obtain a complete picture of consumer spending in Stockholm. Visitors to Stockholm were asked to estimate their total costs in connection with their homeward return visit. When all visitors are included, the estimated average sum is SEK 612. Overall, this means that visitors spend an average of SEK in Stockholm. Total consumer spending for visitors to Stockholm then rises to SEK million. According to Facts about Stockholm s tourism industry, issued by the Stockholm Visitors Board, the consumer spending for all visitors to the county in 2012 was SEK million. That means that ferry traffic accounts for 19 percent of all consumer spending in the county. Extrapolating from the calculation in the same report that one FTE (full-time equivalent employment positions) equates to SEK 1.2 million annually, this means that revenue from visitors to Stockholm travelling by ferry generates annual employment equivalent to FTEs. Consumer spending for visitors to Stockholm over the survey period (MSEK) Shopping 1,489 Restaurants/ cafés Accommodation Travel Entertainment Sightseeing/ tourist attractions Other MSEK ,000 1,200 1,400 1,600 28

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31 Produced by: Hurra! ( in collaboration with Ports of Stockholm/November 2013 Image: Main photographers Victor Brott, Fotojournalisten AB and Per-Erik Adamsson. Cover image: Victor Brott, Fotojournalisten AB. Printers: Larsson Offsettryck AB. Larsson Offsettryck AB holds ISO and Swedish eco-friendly Swan label environmental certification.

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