Facts about Stockholm s tourism industry Statistics for 211
Contents A hot spot in Europe... 3 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... 14 Where visitors stay...16 Commercial accommodation: hotels...18 hostels...2 cottage vacation villages...21 Why people travel to Stockholm... 22 International meetings and conventions..24 Events and visitor destinations....26 How long visitors stay...... 28 How much visitors spend...3 Economy and employment...33 Economy...34 Employment...36 A hot spot in Europe Stockholm reached a new record in number of visits in 211. With 1.4 million commercial overnight stays, the city secured a place in the prestigious 1 million club in Europe and as one of Europe s leading destinations for the second time running. Furthermore, high-profile media like Lonely Planet named Stockholm one of the most important places to visit in 212. The major growth from our primary, foreign markets during the year came from the US and Norway. Meanwhile, the Stockholm Card reached a new, magical level with more than one million visits to attractions and places of interest. Stockholm continues to grow. In 211 several, much needed hotels were opened, including the new Waterfront Congress Center and hotel and the Scandic Grand Central. During the year, we have also been preparing ourselves for the future. One of the most important strategic projects is the Stockholm Strategy 22. We launched the project together with Visita (former SHR), Swedavia, Visit Sweden as well as more than 4 businesses in private, non-profit and public operations. The goal for the Stockholm Strategy 22 is that the number of commercial overnight stays shall increase by 5 percent to 15 million. In addition, we aim to increase the number of employees in the hospitality industry by 5 percent and the financial inflow from tourism by 8 percent. Stockholm continues to attract prestigious events. Since 1937, the sailing race Gotland Runt has started from Sandhamn in the Stockholm archipelago. But this year and under the new name ÅF Offshore Race the festivities and starting point were moved to the center of Stockholm. Together with the organizer, The Culture Festival and Ports of Stockholm, we are now looking forward to developing the event into a national festival in the future. About the statistics... 38 Peter Lindqvist CEO, Stockholm Visitors Board Olle Zetterberg CEO, Stockholm Business Region Chairman, Stockholm Visitors Board Facts about Stockholm s tourism industry 211 3
Stockholm The Capital of Scandinavia About Stockholm Visitors Board Unique quality of life, growth and, above all, love for the Stockholm region. These are some of the reasons people and companies continue to move to the city and why an increasing number of visitors are choosing to visit Stockholm - The Capital of Scandinavia. Stockholm s positioning statement, The Capital of Scandinavia, is an explicit ambition to express how the region would like to be perceived on the international scene. In 211, the number of visitors set a new record. Stockholm is Scandinavia s most trendsetting region, offering a rich variety of entertainment and an attractive living environment. There are three main reasons Stockholm is the natural capital of Scandinavia. Stockholm is the largest city in the largest Scandinavian country and lies at its heart with world-class transportation. Some of the best academic institutions in the world are found in the Stockholm region and the city is also the home of the Nobel Prize, the Polar Prize, and the Water Prize. Stockholm has many top restaurants and offers the highlights of international 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. Stockholm Visitors Board AB (SVB) is owned by the City of Stockholm and is a subsidiary of Stockholm Business Region. SVB works closely with the tourism and hospitality industry to promote Stockholm and increase overnight stays. Other goals are to bring more leisure travelers, events, corporate meetings, conferences, trade shows, and incentive travel to Stockholm, provide superb tourist services, and be the leading sustainable growth region in Europe by 22. Stockholm is one of the fastest growing regions in Europe as judged by its seventh place ranking in the European Cities Monitor. Overnight stays have increased 41% in the last ten years, and in 211 alone, Stockholm had 1.4 million commercial overnight stays. Visitors come mainly from Germany, closely followed by Great Britain, the US, and Norway. 4 Facts about Stockholm s tourism industry 211 Facts about Stockholm s tourism industry 211 5
Stockholm in perspective Fakta om besöksnäringen i Stockholm 27 7 Facts about Stockholm s tourism industry 211 7
Stockholm s international position Each year, Stockholm attracts millions of visitors. The number of overnight stays in Stockholm County has increased by almost 5 percent since 21. In 21, Stockholm County surpassed 1 million commercial overnight stays for the first time. During 211, the number of overnight stays increased by 4 percent to a new record level of 1.4 million. This places Stockholm among the premier cities in Europe in the number of overnight stays. Diagram 1. Overnight stays in European cities, 211 (in millions) Source: TourMIS London* Paris Berlin Rome Madrid Barcelona St. Petersburg Prague Vienna Munich Stockholm 1,4 Istanbul* Amsterdam* Hamburg Frankfurt Venice Copenhagen Brussels* Cologne Valencia * 21 2 4 6 8 1 12 Overnight stays (preferred definition) 8 Facts about Stockholm s tourism industry 211 Facts about Stockholm s tourism industry 211 9
The Stockholm Visitor 1 Facts about Stockholm s tourism industry 211 Facts about Facts about Stockholm s Stockholm s tourism tourism industry industry 211 211 11
Table 1. Commercial overnight stays by nationality 211, Stockholm County Where visitors come from Domestic visitors account for two of every three overnight stays in Stockholm County. Among foreign visitors, most come from Europe outside the Nordic region. Germany dominates the foreign overnight stays in Stockholm County, followed by Great Britain, the USA and Norway. Stockholm County accounts for every fifth commercial overnight stay in the country. Among foreign visitors, Stockholm s share has increased to almost every fourth visitor and among visitors from overseas countries traveling to Sweden, the majority choose Stockholm. During 211, the number of domestic visitors to Stockholm County increased by 4.1% and the foreign visitors increased by 3.6%. The number of overnight stays from the rest of Europe was unchanged compared to 21 while there was a slight decrease among visitors from the Nordic Countries. Overseas visitors increased by 14% and surpassed 1 million overnight stays for the first time. Among foreign visitors, Poland was the country with the strongest development during the year, followed by the USA and Norway. Visitors from China, the rest of Asia and the Far East, which are not accounted for separately, also exhibited strong increases. Diagram 2. Swedish and foreign commercial overnight stays* in Stockholm County, 21 211 (index 1=21) Source: Swedish Agency for Economic and Regional Growth/Statistics Sweden 16 15 14 13 12 11 1 9 21 22 *Hotels, hostels and vacation villages 23 24 25 26 Swedish visitors Foreign visitors Total 27 28 29 21 211 Source: Swedish Agency for Economic and Regional Growth/Statistics Sweden 211 Distribution Share in Sweden Change in % from 28 21 Total 1,442,895 1% 2% 11% 4% Sweden 6,959,833 67% 18% 11% 4.1% Abroad 3,483,62 33% 27% 12% 3.6% Totals for Nordic contries (not incl. Sweden) 589,673 6% 12% 13% % Totals for Europe excl. Nordic countries 1,874,522 18% 32% 4% % Totals (excl. Europe) 1,18,867 1% 54% 28% 14% Distribution by country: Denmark 153,979 1.5% 12% 12% 6% Norway 254,525 2.4% 8% 21% 11% Finland 173,564 1.7% 35% 5% 8% Iceland 7,65.1% 46% 16% 23% Germany 454,438 4.4% 17% 8% 3% Great Britain 293,792 2.8% 49% 12% 5% Ireland 21,854.2% 55% 7% 28% The Netherlands 118,566 1.1% 19% 1% % Belgium 53,731.5% 45% 56% 4% Luxembourg 4,37.% 51% 9% 12% France 15,9 1.4% 51% 2% 6% Switzerland 97,59.9% 4% 3% 4% Austria 51,748.5% 43% 43% 3% Italy 172,554 1.7% 61% 5% 8% Spain 118,89 1.1% 68% 2% 3% Portugal 13,74.1% 54% 24% 5% Greece 14,78.1% 66% 19% 11% Turkey 13,252.1% 61% 13% 3% Russia 14,823 1.% 51% 4% 5% Estonia 15,287.1% 31% 76% 19% Latvia 9,66.1% 3% 25% 1% Lithuania 12,72.1% 34% 137% 5% Poland 69,14.7% 35% 86% 79% The Czech Republic 11,38.1% 27% 3% 3% Slovakia 4,44.% 33% 21% 18% Hungary 9,846.1% 43% 3% 11% The rest of Europe 59,694.6% 47% 41% 23% USA 262,526 2.5% 62% 13% 6% Canada 32,18.3% 68% 14% 13% Brasil 19,269.2% 57% 94% 23% Central & South America 27,25.3% 68% 64% 53% Japan 56,25.5% 61% 7% 2% South Korea 11,599.1% 43% 32% 2% China 67,681.6% 46% 48% 24% India 38,765.4% 5% 45% 37% The rest of Asia 75,799.7% 63% 12% 47% Australia 32,92.3% 64% 9% 5% New Zeeland 3,15.% 54% 14% 12% The rest of the world 64,45.6% 42% 46% 84% Not indicated 327,388 3.1% 49% 122% 4% 12 Facts about Stockholm s tourism industry 211 Facts about Stockholm s tourism industry 211 13
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 air passengers at Stockholm s airports increased by 11% during 211 to a new record level of 24.1 million passengers. During the past 1 years, the number of air passengers has increased by 22% in Stockholm. The greatest increase has been in passengers from outside Europe, but the greatest volume is from European cities. Stockholm-Arlanda Airport accounts for 8% of the air passengers at the Stockholm region s five airports. The number of ferry passengers at Ports of Stockholm increased during 211 to a record high of 12 million. In the past 1-year period, ferry passengers in Stockholm have increased by 26%. Most passengers come from Finland, but ferries from the Baltic countries together with cruise passengers have been responsible for the greatest increase. Diagram 3. Arriving and departing airline passengers 21 211 (in thousands) Stockholm-Arlanda, Stockholm-Skavsta, Stockholm-Bromma, Stockholm-Västerås and Örebro Airport Source: Transportstyrelsen 25, Domestic Europe The rest of the world Total Diagram 4. Swedish trips to Stockholm County and City by means of transport, 211 % 7 6 5 4 3 2 Stockholm County City of Stockholm Table 2. Arriving and departing airline passengers 211 (in thousands) Source: Transportstyrelsen Airports in the Stockholm region 211 Stockholm Arlanda 19,56 Stockholm Skavsta 2,582 Stockholm Bromma 2,181 Stockholm Västerås 15 Örebro Airport 83 Total 24,52 2, 1 Air Rail Bus Car Other 15, Table 3. Arriving and departing ferry passengers 21, 26 211. Stockholm port (in thousands) Source: Ports of Stockholm 1, 21 26 27 28 29 21 211 Finland 7,917 8,566 8,398 8,449 8,545 8,446 8,286 Baltic countries 343 933 1,42 1,222 1,441 1,61 1,755 5, Poland 132 151 168 174 144 153 147 Russia n/a n/a n/a n/a n/a n/a 137 Gotland 935 1,75 1,137 1,156 1,188 1,29 1,176 Cruise visitors* 17 288 281 363 447 412 452 21 22 23 24 25 26 27 28 29 21 211 Total 9,497 11,13 11,26 11,364 11,765 11,821 11,953 n/a = Not applicable 14 Facts about Stockholm s tourism industry 211 Facts about Stockholm s tourism industry 211 15
Table 5. Commercial overnight stays by nationality and type of accommodation 211, Stockholm County Source: Swedish Agency for Economic and Regional Growth/Statistics Sweden Hotels Hostels Vacation villages Camping Commercially arranged private cottages and apartments Total 8,926,235 731,917 87,8 658,961 37,982 1,442,895 Sweden 5,963,336 435,935 84,325 469,17 7,22 6,959,833 Abroad 2,962,899 295,982 3,475 189,944 3,762 3,483,62 Totals for Nordic contries (not incl. Sweden) 526,577 25,75 1,125 34,583 2,313 589,673 Totals for Europe excl. Nordic countries 1,473,7 219,32 2,295 152,576 27,612 1,874,522 Totals (excl. Europe) 963,315 51,875 55 2,785 837 1,18,867 Total Where visitors stay During 211, there were close to 26 million overnight stays in Stockholm County. Of these, 1.4 million were overnight stays in commercial forms of accommodation in the County s hotels, youth hostels, cottage vacation villages and camping sites. Hotels accounted for 85% or nine million overnight stays in the commercial forms of accommodation. The City of Stockholm accounted for every two of three overnight stays of the County s commercial overnight stays. Table 4. Overnight stays in all type of accommodations and day trips 21, 26, 29 211, Stockholm County (in thousands) City of Stockholm figures in parantheses 21 26 29 21 211 Hotel 6,18 7,254 7,938 8,523 8,962 (6,398) Vacation village 121 1 95 88 117 (n/a) Camping 587 971 622 685 762 (219) Hostel 276 557 729 727 734 (527) Commercial accommodation* 7,164 8,882 9,384 1,22 1,575 (7,144) City of Stockholm s share (4,4) (5,566) (6,463) (6,771) (7,144) Weekend cottage 3,32 3,668 2,656 3,13 3,452 (n/a) Friends and relatives 1,89 13,341 1,142 12,38 1,864 (4,481) Pleasure boat 83 538 348 472 447 (45) Other overnight stays 1,661 166 165 239 255 (127) Other accommodation 16,62 17,713 13,311 16,221 15,18 (4,653) City of Stockholm s share (5,36) (5,596) (4,265) (5,252) (4,653) Total overnight stays 23,784 26,595 22,696 26,244 25,593 (11,797) City of Stockholm s share (9,76) (11,162) (1,728) (12,23) (11,797) Day trips 6,756 5,531 5,414 5,358 5,367 (4,372) City of Stockholm s share (5,281) (4,457) (4,47) (4,44) (4,372) * Preliminary data n/a = Not applicable Distribution by country: Denmark 133,713 8,613 513 9,632 1,58 153,979 Norway 227,241 8,928 477 17,318 561 254,525 Finland 158,517 7,58 135 7,61 244 173,564 Iceland 7,16 476 23 7,65 Germany 36,483 6,451 52 65,715 21,287 454,438 Great Britain 274,284 13,378 77 5,176 877 293,792 Ireland 17,528 2,29 11 2,272 14 21,854 The Netherlands 86,338 9,583 342 21,113 1,19 118,566 Belgium 46,377 5,812 11 1,98 433 53,731 Luxembourg 4,136 187 2 27 4,37 France 111,843 29,185 178 8,65 279 15,9 Switzerland 74,893 11,277 114 9,117 1,658 97,59 Austria 43,45 6,194 15 1,14 94 51,748 Italy 147,713 2,342 71 4,239 189 172,554 Spain 12,325 15,728 53 752 32 118,89 Portugal 1,697 1,77 67 13,74 Greece 13,317 1,383 8 14,78 Turkey 12,68 1,169 15 13,252 Russia 99,213 4,579 12 714 215 14,823 Estonia 1,444 4,398 23 47 15 15,287 Latvia 7,571 1,319 417 299 9,66 Lithuania 9,511 1,639 2 1,55 12,72 Poland 29,642 17,292 12 21,66 354 69,14 The Czech Republic 9,22 1,778 98 245 39 11,38 Slovakia 3,476 536 32 4,44 Hungary 8,462 1,219 165 9,846 The rest of Europe 44,61 7,847 61 7,662 63 59,694 USA 249,193 13,7 2 133 191 262,526 Canada 28,53 3,463 114 28 32,18 Brasil 16,567 2,72 19,269 Central & South America 23,911 3,287 5 2 27,25 Japan 52,563 3,636 6 56,25 South Korea 9,762 1,827 1 11,599 China 63,54 4,172 5 67,681 India 37,842 923 38,765 The rest of Asia 69,237 6,284 117 161 75,799 Australia 26,676 6,174 1 51 32,92 New Zeeland 2,214 797 4 3,15 The rest of the world 56,973 4,893 2,343 196 64,45 Not indicated 326,37 71 47 261 327,388 16 Facts about Stockholm s tourism industry 211 Facts about Stockholm s tourism industry 211 17
Commercial accommodation hotels Diagram 6. Capacity, occupancy and lodging revenues in hotels 22 211, Stockholm County Source: Swedish Agency for Economic and Regional Growth/Statistics Sweden The capacity of hotels in Stockholm has increased in recent years with not only more hotels but also more hotel rooms. During 211, there were 293 open hotels in Stockholm County, of which more than half of them were in the City of Stockholm. The number of hotel rooms in the County increased by 6% during 211 compared with 21 to an average of 27,7 hotel rooms per day. The number of rented rooms per day increased to 16,9 corresponding to an occupancy rate of 61%. Hotel revenues generated by accommodation increased by 9% during 211 to SEK 6.9 billion. Number 3, 25, 2, 15, 1, 58% 53% Room capacity per day Occupied rooms per day (occupancy rate, %) 63% 62% 59% 61% 58% 55% 61% Revenues, MSEK 9, 7,5 6, 61% 4,5 3, 5, 1,5 22 23 24 25 26 27 28 29 21 211 Table 6. Capacity, occupancy and lodging revenues in hotels 27 211, Stockholm County and City of Stockholm Source: Swedish Agency for Economic and Regional Growth/Statistics Sweden Diagram 5. Capacity, occupancy and lodging revenues by month in hotels 211, Stockholm County Source: Swedish Agency for Economic and Regional Growth/Statistics Sweden Stockholm County City of Stockholm 27 28 29 21 211 27 28 29 21 211 Number 3, Room capacity per day Occupied rooms per day (occupancy rate, %) Revenues, MSEK 9 Number of hotels 262 27 263 285 293 122 127 132 139 148 Room capacity (in thousands) per day 23.6 24.7 25 26.1 27.7 13.9 14.9 15.4 16 17.3 25, 2, 15, 1, 47% 53% 54% 5% 69% 66% 67% 69% 74% 69% 63% 47% 75 6 45 3 Occupied rooms (in thousands) per day 14.8 15.2 14.7 16 16.9 9.9 1.4 1.4 11.1 11.8 Occupancy rate, % 63 62 59 61 61 71 7 67 69 68 Mon Thurs, % 72 7 65 68 69 79 77 73 75 75 Fri Sun, % 51 51 5 52 51 61 6 6 62 6 Revenues (MSEK) 5,712 6,166 5,582 6,327 6,877 3,965 4,389 4,6 4,538 4,957 5, 15 Revenues per occupied room, SEK 1,58 1,18 1,4 1,85 1,112 1,11 1,154 1,71 1,117 1,148 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Revenues per available room, SEK 662 684 611 663 679 779 85 722 775 783 18 Facts about Stockholm s tourism industry 211 Facts about Stockholm s tourism industry 211 19
Commercial accommodation hostels Commercial accommodation cottage vacation villages Capacity in the number of beds in youth hostels in Stockholm County has increased by 27% during the past five years to an average of 4,45 beds per day. At the same time, the number of occupied beds has increased by 32%. The occupancy rate has declined since its peak in 28 and amounted to 45% in 211. Compared to 21, turnover increased by 3% to SEK 26 million during the year. Most vacation villages are located in the Stockholm Archipelago and almost exclusively attract Swedish visitors. The capacity in the number of vacation villages has declined since its peak in 26 to an average of 154 villages per day. During 211, the occupancy rate amounted to 45%. Compared to 21, revenues decreased by 6% to SEK 15.1 million. Diagram 7. Capacity, occupancy and lodging revenues in hostels 22 211, Stockholm County Source: Swedish Agency for Economic and Regional Growth/Statistics Sweden Diagram 8. Capacity, occupancy and lodging revenues in vacation villages 22 211, Stockholm County Source: Swedish Agency for Economic and Regional Growth/Statistics Sweden Number 6, Room capacity per day Occupied rooms per day (occupancy rate, %) Revenues, MSEK 3 Number 3 Capacity per day Occupied rooms per day (occupancy rate, %) Revenues, MSEK 18 5, 25 25 15 4, 2 2 12 3, 15 15 9 2, 1, 45% 45% 42% 43% 43% 47% 52% 48% 47% 45% 1 5 1 5 4% 38% 38% 37% 34% 4% 45% 44% 48% 45% 6 3 22 23 24 25 26 27 28 29 21 211 22 23 24 25 26 27 28 29 21 211 2 Facts about Stockholm s tourism industry 211 Facts about Stockholm s tourism industry 211 21
Why people travel to Stockholm tourists and business visitors Diagram 9. Overnight stays at hotels by business and leisure travelers 21 211, Stockholm County and City (in thousands) STOCKHOLM COUNTY CITY OF STOCKHOLM Business Leisure Business Leisure 5, 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. 4, 3, 2, 1, 21 22 23 24 25 26 27 28 29 21 211 Table 7. Overnight stays at hotels by business and leisure travelers 21, 26, 29 211, Stockholm County and City (in thousands) 21 26 29 21 211 Stockholm County Business travelers 3,585 3,91 3,874 4,233 4,686 Business 2,24 2,59 2,731 2,964 3,322 Conference 1,381 1,41 1,143 1,269 1,364 Leisure travelers 2,595 3,344 4,63 4,29 4,376 Group 1,178 1,16 891 98 1,2 Leisure 1,417 2,328 3,172 3,31 3,374 City of Stockholm Business travelers 1,954 2,38 2,56 2,686 2,93 Business 1,634 1,879 2,142 2,29 2,496 Conference 32 429 364 396 434 Leisure travelers 2,42 2,634 3,232 3,385 3,469 Group 843 735 637 76 691 Leisure 1,199 1,899 2,595 2,679 2,778 22 Facts about Stockholm s tourism industry 211 Facts about Stockholm s tourism industry 211 23
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 3rd 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 211, with 19 international conventions that attracted 8, delegates and generated 322, overnight hotel stays. Each convention delegate stays for an average of 4 days and spends approximately SEK 5,2 per day. Diagram 1. International conventions in Stockholm, 21 211 Source: Stockholm Visitors Board 25 2 15 1 5 Diagram 11. International convention participants in Stockholm, 21 211 (in thousands) Source: Stockholm Visitors Board 1 8 6 4 2 21 22 23 24 25 26 27 28 29 21 211 21 22 23 24 25 26 27 28 29 21 211 Table 8. Number of international convention participants per city, 21 Source: International Congress and Convention Association, ICCA Rank City 21 1 Barcelona 133,83 2 Vienna 87,345 3 Stockholm 76,584 Diagram 12. International convention-related overnight stays in Stockholm, 21 211 (in thousands) Source: Stockholm Visitors Board 5 4 Diagram 13. International convention participants by subject area in Stockholm, 211 Source: Stockholm Visitors Board Other, 23% 4 Berlin 73,87 5 Amsterdam 69,123 6 Paris 56,761 7 Montreal, QC 54,59 8 Sydney, NSW 51,739 3 2 1 Industry/ business, 12% National and municipal government, 2% Technology/ Statistics/Chemistry, 9% Medicine/ Psychology, 56% 9 Beijing 49,532 1 Singapore 46,663 21 22 23 24 25 26 27 28 29 21 211 24 Facts about Stockholm s tourism industry 211 Facts about Stockholm s tourism industry 211 25
Events and visitors 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 several billion SEK 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. Table 9. Major visitor destinations in Stockholm County, 211 (in thousands) Source: Stockholm Visitors Board Rank Destination Number visitors 1 Kulturhuset 3,24 2 Stockholm Globe Arenas 1,5 3 Skansen 1,421 4 Gröna Lund 1,417 5 Archipelago tours, Strömma Group 1,385 6 Stockholmsmässan 1,232 7 Vasa Museum 1,228 8 Eriksdalsbadet swimming center 1,183 9 Moderna museet 545 1 Swedish Museum of Natural History 523 11 Casino Cosmopol 453 12 National Museum 42 13 City Hall 395 14 Junibacken 383 15 Museum of Science and Technology 38 16 Fotografiska 37 17 The Royal Palace, excl The Royal Armoury 32 18 The Kaknäs tower 3 19 The Royal Palace, The Royal Chapel 274 2 Akvariet/Skansen 261 26 Facts about Stockholm s tourism industry 211 Facts about Stockholm s tourism industry 211 27
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 in rented cottages and on pleasure boats are those who spend the longest time in Stockholm. Diagram 14. Average number of nights spent by visitors in different types of accommodation in Stockholm County and City, 211 Stockholm County City of Stockholm Overnight trips, total Hotel Camping Other accommodation Friends and relatives Own weekend cottage/apartment Pleasure boat Cottage, rented privately 1 2 3 4 5 6 Nights per trip 28 Facts about Stockholm s tourism industry 211 Facts about Stockholm s tourism industry 211 29
How much visitors spend Business travelers living in hotels constitute the target groups that spend the most money during their visit to Stockholm. Compared to 21, business travelers and those visitors staying overnight in a pleasure boat were also responsible for the greatest increase in consumption during the year. Table 1. Consumption per visitor and day in Stockholm County and City, 21, 26, 29 211 (SEK) City of Stockholm figures in parantheses 21 26 29 21 211 Hotel 1,239 1,661 1,895 1,567 1,665 (1,66) Business travelers 1,438 2,15 2,483 1,98 2,12 (1,756) Leisure travelers 964 1,248 1,336 1,159 1,158 (1,131) Vacation village 45 51 589 58 67 Camping 22 295 315 326 325 (324) Hostel 38 42 58 591 595 (56) Weekend cottage 225 196 249 186 18 Friends and relatives 33 346 372 373 253 (436) Pleasure boat 125 18 241 231 28 (289) Other 354 753 545 644 48 (858) Day trip visitors 426 484 458 478 475 (522) 3 Facts about Stockholm s tourism industry 211 Facts about Stockholm s tourism industry 211 31
Economy and employment 32 Facts about Stockholm s tourism industry 211 Facts about Facts about Stockholm s Stockholm s tourism tourism industry industry 211 211 33 33
Diagram 15. Revenues from visitors 21 211, Stockholm County (MSEK) Commercial accommodation 18, Other accommodation Day trips 15, 12, 9, Economy 6, Tourism is of great importance for the economy of Stockholm. During the past ten years, turnover from tourism has increased by close to 5% to SEK 22.9 billion in 211, of which SEK 15.4 billion in the City of Stockholm. At the same time, the turnover from visitors who have been guests in commercial accommodation in the County has almost doubled. 3, 21 22 23 24 25 26 27 28 29 21 211 Table 12. Revenues generated from visitors by sector, 21, 26, 29 211, Stockholm County (MSEK) City of Stockholm figures in parantheses Table 11. Revenues from visitors 21, 26, 29 211, Stockholm County (MSEK) City of Stockholm figures in parantheses 21 26 29 21 211 Hotel 7,657 12,52 15,45 13,353 14,918 (1,619) Business travelers 5,155 7,878 9,618 8,381 9,85 (6,373) Leisure travelers 2,51 4,174 5,428 4,972 5,68 (4,246) Vacation village 49 51 56 51 71 Camping 129 286 196 223 248 (71) 21 26 29 21 211 Accommodation 4,279 6,77 7,993 7,645 8,471 (5,773) Food 1,124 1,279 1,62 1,182 1,278 (562) Restaurant 3,49 5,39 6,46 5,432 5,771 (3,833) Transportation 2,527 2,267 2,91 2,387 2,45 (1,552) Shopping 3,451 4,434 4,136 3,998 3,562 (2,653) Activity 722 1,131 1,475 1,437 1,348 (988) Total 15,511 2,857 22,82 22,8 22,879 (15,361) City of Stockholm's share (9,296) (13,688) (15,669) (13,727) (15,361) Hostel 85 234 423 429 437 (314) Commercial 7,92 12,623 15,72 14,56 15,674 (11,4) Weekend cottage 747 719 661 582 621 Diagram 16. Revenues generated from visitors by sector (%) 211, Stockholm County and City STOCKHOLM COUNTY CITY OF STOCKHOLM Friends and relatives 3,275 4,616 3,773 4,618 3,748 (1,954) Pleasure boat 14 97 84 19 125 (13) Other overnight stays 588 125 9 154 162 (19) Shopping, 11% Activity, 6% Food, 6% Shopping, 17% Food, 4% Activity, 6% Day trips 2,878 2,677 2,474 2,561 2,549 (2,282) Other 7,592 8,234 7,82 8,24 7,25 (4,358) Accommodation, 37% Accommodation, 38% Total 15,511 2,857 22,82 22,8 22,879 (15,361) Transportation, 16% Transportation, 1% City of Stockholms share (9,296) (13,688) (15,667) (13,728) (15,361) Restaurant, 25% Restaurant, 25% 34 Facts about Stockholm s tourism industry 211 Facts about Stockholm s tourism industry 211 35
Employment Tourism is of great importance for employment in Stockholm. During the past ten years, employment as a result of tourism has increased by 24% to 19,2 individuals, of which 12,5 were in the City of Stockholm. Most of the jobs are within the hotel and restaurant industry. Table 13. Employment* generated from visitors by sector 21, 26, 29 211 City of Stockholm figures in parantheses 21 26 29 21 211 Food 486 48 354 489 521 (233) Restaurant 4,793 6,138 6,629 6,511 6,758 (4,478) Transportation 2,248 1,718 1,479 1,637 1,658 (1,5) Shopping 1,854 2,64 1,829 1,784 1,568 (1,27) Activity 1,175 1,595 1,94 1,835 1,697 (1,245) Accommodation 5,59 6,54 6,74 6,444 6,962 (4,264) Total 15,615 18,535 18,972 18,78 19,164 (12,476) City of Stockholm's share (9,234) (12,96) (12,732) (11,31) (12,476) *Number of people employed 36 Facts about Stockholm s tourism industry 211 Facts about Stockholm s tourism industry 211 37
About the statistics List of diagrams and tables Page 25 Diagram 13. International convention participants by subject area in Stockholm, 211 9 Diagram 1. Overnight stays in European cities, 211 26 Table 9. Major visitor destinations in Stockholm County, 211 Sources International Congress and Convention Association, ICCA Resurs Ports of Stockholm Stockholm Visitors Board Swedish Agency for Economic and Regional Growth and Statistics Sweden Transportstyrelsen TourMIS More information at: visitstockholm.com/en/ scb.se tillvaxtverket.se transportstyrelsen.se stoports.com visita.se visitsweden.com 12 Diagram 2. Swedish and foreign commercial overnight stays in Stockholm County, 21 211 13 Table 1. Commercial overnight stays by nationality 211, Stockholm County 14 Diagram 3. Arriving and departing airline passengers 21 211 15 Diagram 4. Swedish trips to Stockholm County and City by means of transport, 211 15 Table 2. Arriving and departing airline passengers, 211 15 Table 3. Arriving and departing ferry passengers 21, 26 211 16 Table 4. Overnight stays in all type of accommodations and day trips 21, 26, 29 211, Stockholm County 17 Table 5. Commercial overnight stays by nationality and type of accommodation 211, Stockholm County 18 Diagram 5. Capacity, occupancy and lodging revenues by month in hotels 211, Stockholm County 28 Diagram 14. Average number of nights spent by visitors in different types of accommodation in Stockholm County and City, 211 3 Table 1. Consumption per visitor and day in Stockholm County and City, 21, 26, 29 211 34 Table 11. Revenues from visitors 21, 26, 29 211, Stockholm County 35 Diagram 15. Revenues from visitors 21 211, Stockholm County 35 Table 12. Revenues generated from visitors by sector, 21, 26, 29 211, Stockholm County 35 Diagram 16. Revenues generated from visitors by sector 211, Stockholm County and City 36 Table 13. Employment generated from visitors by sector 21, 26, 29 211 19 Diagram 6. Capacity, occupancy and lodging revenues in hotels 22 211, Stockholm County 19 Table 6. Capacity, occupancy and lodging revenues in hotels 27 211, Stockholm County and City of Stockholm 2 Diagram 7. Capacity, occupancy and lodging revenues in hostels 22 211, Stockholm County 21 Diagram 8. Capacity, occupancy and lodging revenues in vacation villages 22 211, Stockholm County 23 Diagram 9. Overnight stays at hotels by business and leisure travelers 21 211, Stockholm County and City 23 Table 7. Overnight stays at hotels by business and leisure travelers 21, 26, 29 211, Stockholm County and City 24 Table 8. Number of international convention participants per city, 21 25 Diagram 1. International conventions in Stockholm, 21 211 25 Diagram 11. International convention participants in Stockholm, 21 211 25 Diagram 12. International convention-related overnight stays in Stockholm, 21 211 Photographers Nicho Södling, p 1, 8, 2, 22, 31. Yanan Li, p 2, 6, 1, 15, 37. Jeppe Wikström, p 25, 32. Shutterstock p 5, 9, 27, 29. Henrik Trygg, p 21, 38. Holger Ellgaard, p 24. Erik G Svensson, p 36. Nordic Light Hotel, p 36. Facts about Stockholm s tourism industry 211 39
PHoto: Nicho södling, yanan li, jens assur Stockholm The Capital of Scandinavia There are many reasons why Stockholm is the natural Capital of Scandinavia. One is that Stockholm is positioned at the heart of the region, and enjoys the benefits of a world-class transport infrastructure. Another is that Stockholm is the largest city in the largest country in Scandinavia. It is also where you find the most multinational companies, the largest stock market and, not least, the most visitors. People come to Stockholm for the food, the design and the music. Stockholm also offers a unique range of galleries and museums, and every year the eyes of the world are on Stockholm when the Nobel Prizes are awarded. Welcome to Stockholm The Capital of Scandinavia. Stockholm Visitors Board P.O. Box 16282 SE-13 25 Stockholm, Sweden Ph +46 8 58 28 5 info.svb@stockholm.se www.visitstockholm.com